Superdrug Presents 2026

First, we had to build an event platform – one that resonated with consumers, reflected the beauty landscape, and built on the event's creative platform of "a beauty playground for Every Body with Every Body"

And the one thing we know about the beauty consumer of 2026 is that they are embracing multiple different versions of themselves. Between how they want to be perceived, their authentic selves, and who they aspire to be, beauty lovers are multifaceted people – and they want to be able to express their ever-evolving identities.

How do we translate this into an event theme? Well, we wanted to encourage guests to explore the brands and products that would allow them to fully realise all of the different sides of themselves. In short, we wanted to make them play: play with products, play with extremes, and play with a sense of identity.

So, we brought together 73 of the biggest health and beauty brands, as well as Superdrug’s Own Brand activations, under the banner of “Every You, Every Day”. Each brand was brought to life through games and product demonstrations; creating an immersive, interactive, content-driven environment that felt like a playground.

We split the space up into immersive zones so guests could build a more personalised event. Whether you wanted to explore the world of K-beauty, learn top tips for glowing skin in a Masterclass, or treat yourself to new nails, brows or piercings, visitors could pick and choose how to work their way around the floorplan for an event that felt uniquely their own.

But Superdrug Presents is more than just the 4-day physical event. It’s become an annual ecosystem that dances across the lines of online and offline.

The event opened with an exclusive PR and influencer launch party – giving 1,100 VIPs, influencers and members of the press a sneak peek into the event to build excitement and buzz for the consumer event to come. This was an evening to see and be seen at. The flurry of press and social media coverage demonstrates Superdrug Presents’ power as a powerful creator and content engine – before the first consumers even set foot on the show floor.

To boost social media engagement, guests received The Ultimate Goodie Bag: a highly curated set of products totalling £250, driving product discovery and a lingering sense of play, all wrapped up in a perfectly social-first package that fuelled online unboxing culture.

One flagship event, one interconnected and seamless blend of channels and experiences that surprise, delight and deliver for every audience.