Part spectacle, part shopping trip, part festival – and for many, a real highlight of the summer calendar.
Superdrug Presents returned to the Old Truman Brewery for its 2025 edition over the August long weekend, delivering four days of immersive beauty experiences, hands-on masterclasses, and exclusive product discoveries for makeup newbies and seasoned experts alike. Lucky guests were able to explore the latest from over 40 curated brands, try out new launches, and meet creators in person, all while picking up sought-after freebies along the way – including the iconic goody bag worth over £250.
The playground combined tutorials, activations, and influencer appearances, offering a mix of interactive stands, live demonstrations, and social-ready content opportunities where beauty enthusiasts could capture themselves diving headfirst into everything new and notable. Treatments were also bookable at the Beauty Studio, and London-based food traders were at hand along to keep explorers well fuelled over the weekend.
The lineup of brands was one of the best yet, ranging from Morphe, Moschino, NYX, L’Oréal Paris, and Kylie Minogue Fragrances to Cantu, Mielle, Umberto Giannini, Eucerin, and Cetaphil. Attendees sampled fragrance, tested skincare and haircare innovations, and explored cosmetics before they hit the wider market. Here are some of the exciting highlights from the event:
The Maybelline stand offered a game of dexterity and speed, challenging visitors to find the right key from a box to unlock a chest of full-sized goodies, including the Grippy Serum Primer. A fan favourite with good reason, the makeup essential instantly plumps and hydrates skin, blending like a serum before transforming to grip makeup for up to 24 hours. And with 2% niacinamide included, it guarantees lasting hydration and a fresh, lifted finish.
With a Spin to Win to win a full-sized body scrub of one of the special edition scents, Organic Shop showcased the best of their summer scrubs, including deliciously inventive ‘Bellini, Please’, ‘Pina Colada’, and the popular ‘Matcha Mojito’. The brand is one to note – it has built its following on fun, fruit-inspired formulas made with natural ingredients, proving that effective, good-quality body care doesn’t need to come with a luxury price tag.
War Paint drew crowds with its award-winning makeup designed for men, a range built on breaking the stigma that cosmetics are only for women. The stand spotlighted clever, fuss-free essentials like The Stick for seamless coverage, The Mattifier volcanic clay roller to keep shine at bay, and The Blur Balm for that instant pore-smoothing, skin-evening effect. Lightweight, discreet, and easy to use, the products proved a hit with visitors looking for quick fixes that feel natural and effortless.
No beauty event is complete without a claw machine, and Zadig & Voltaire delivered a spectacular one, filled with a selection of prizes ranging from minis of their popular scents, to big wins of full-sized bottles. Alongside the fan-favourite ZADIG Eau de Parfum with its memorable angel wing figure, the brand also showcased the new This is Him! and This is Her! Perfumes, introducing the perfect matches for Z&G wardrobes as we move into the next seasons – because after all, fragrance is the ultimate accessory.
Superdrug’s Own Brand Health Range
Superdrug hosted its own ‘pharmacy’ space, showcasing its range of vitamins, supplements, and wellness essentials. Excelling in the basics and beyond, Superdrug has mastered the art of vitamins even for people who dislike taking them, with the Effervescent Vitamin C being a notable example. Also available in the standard Orange variant, the Pomegranate and Lime flavour tastes more like a bubblegum treat, offering essential antioxidant goodness and immunity fortification along with its great taste.
The weekend’s finale was the goody bag, overflowing with beauty, skincare, haircare, and fragrance – a curated takeaway reflecting the breadth of brands and products featured. With endless product discovery, special brand interactions, and the Insta-captures to prove it, Superdrug Presents 2025 demonstrated yet again why it remains the must-visit destination for beauty lovers, and a calendar fixture year on year. Bring on 2026!
The event may be over for another year, but you can shop all the brands featured at Superdrug Presents, and discover your new beauty must-haves in store and online right here.
