Don't get me wrong, I love a new beauty range [1] more than the average person, but even the most makeup-obsessed among us can admit to feeling a little launch fatigue this year. So when Superdrug announced they were bringing out a new, own-brand makeup line called Studio London, I probably wasn't as excited as I could have been. That was until I saw the prices. Everything in the range is under £9, and when the cost of living crisis [2] means leaving the house is now taxed at £20 and a KitKat will set you back £7 (ok, so maybe that's a slight exaggeration), the idea of snapping up a blusher for £4 is very appealing. Especially with Christmas on the horizon and beauty Advent calendar [3]. Outside of this though, I'm willing to fill in the gaps with budget products – as long as they deliver. That old saying of "buy cheap, buy twice" always rings in my ears a little here, as a bargain is only a bargain if you don't have to buy something else to replace it. With that in mind, I thought I'd see how much of a steal Studio London Cosmetics really are.
Image Source: POPSUGAR Photography / Jess Beech [4]
Studio London by Superdrug Verdict
First impressions first, Studio London isn't going to be confused at a glance with premium makeup range. Everything feels pretty plasticky, and the key colour is a soft sugary pink. That being said, all the packaging works nicely, which is ultimately all you want, and snaps, clicks, and twists with ease. The plastic used is a step-up from your average, too. Most of the packs are made with a decent percentage of recycled plastics (between 25 and 100 percent from the products I tried) and are fully recyclable themselves.
Another important feature from the packaging is the leaping bunny logo. This internationally recognised symbol shows that the products are completely cruelty-free, and proves that you don't need to pay a premium for shop ethically.
Now for the products themselves. It's a trend-led range, which is reflected in the brightly coloured eyeshadows and high-shine lip glosses, but they've got their basics down, too. The Flaunt Flawless Perfecting Foundation is available in 20 shades, is super buildable, includes SPF20, and promises 12-hour wear. There's a good shade range across the collection, with four shades of bronzer, five shades of brow pencil, six shades of blush, 10 shades of powder, and 12 shades of concealer. The only noticeable gap in the range is a lack of mascara, but there is a clear brow gel which can be used on the eyes as well.
Overall, I would say that Superdrug's Studio London Cosmetics isn't re-inventing the wheel when it comes to makeup, but it isn't claiming to — and nor should it be expected to for these kind of prices. This is what I would describe as entry-level makeup. It's relatively no frills, but gets the job done with good performance and enough staying power to rival its competitors. I wouldn't say there's a particular hero here that will become a core staple in my makeup bag, but it does prove that you can experiment with colour without breaking the bank. At these give-it-a-go prices I'd say do just that — you won't regret it.
Need some guidance on where to start? Read ahead for my top 5 recommended products.
Studio London Flaunt Flawless Bronzing Cream
I'm newly converted to cream bronzer as I find it's less clingy and a bit more forgiving on my dehydrated winter skin than powder. Studio London Flaunt Flawless Bronzing Cream [5] (£5) is as good as any cream bronzer I've tried from more expensive brands, and makes it easy to mimic a just-hopped-off-the-plane glow when really you haven't seen any sunshine in months. It's super pigmented and buildable almost to a fault, so go slow — you can always add more. As it's matte, it's not going to make you look shimmery or unnatural, and means you can use it to contour, too.
Studio London U-DEW-U Highlighter Drops
I am a sucker for a funny name, so Studio London U-DEW-U Highlighter Drops [6] (£5), had me at hello. I expected the texture to be very liquid and watery, but in reality it's more of a blob than a drop – which is no bad thing, as it gives you more control over the product. These are seriously shiny and give skin an almost holographic sheen. If you're after a full-on glow that's going to really show up in photos, then go all in and pat onto the tops of your brow bones, cheekbones, the tip of your nose, and your cupid's bow. I prefer something more pared back, so instead mixed a tiny amount into my foundation for a little added luminosity. It's a good trick if you are watching your pennies, as diluting a more expensive foundation with a cheaper liquid highlighter or primer will help it last for longer.
Studio London Superboost High-Shine Lip Oil
This almost feels like too simple a product to get excited about, but I really liked
Studio London Superboost High-Shine Lip Oil [7] (£5). As someone who has at least two lip balms in their bag at all times, I'm forever on the hunt for something that's going to leave my lips feeling smooth and comfortable. This is (as you'd expect by the name) satisfyingly greasy and gives lips a nice glossy sheen. There are two options, clear or green, although the green one I tried didn't have any discernible colour when applied to the lips. What I really appreciated was that it wasn't sugary sweet or highly flavoured – think shiny lips but for grown-ups.
Studio London Flaunt Flawless Blusher Cheek & Lip Pigment
If Studio London Flaunt Flawless Blusher Cheek & Lip Pigment [8] (£4) is a two-in-one product, then it's even better value than it's already impressive price tag. I tried this in the shade Empower, a punchy hue that sits between coral and orange and delivered a strong pop of colour to my cheeks and lips. Like the cream bronzer, the pigment is intense, and I did initially stray into clown territory with this. The formula is a cross between a cream and a balm but doesn't have a huge amount of slip, so I found the best way to apply it to my cheeks was to dot it on with my fingers and then sheer it out with a brush. Dialling it up on my lips was easy, as I wanted a stronger colour, and it only took a few pats to create a fuss-free statement lip. Easy to use when you know how.
Studio London Colour Icon Eyeshadow
Of all the products I tried, this one surprised me the most. I expected
Studio London Flaunt Flawless Blusher Cheek & Lip Pigment in Gifted Gold [9] (£5) to be a gold with a touch of shimmer, but it's pretty much as pigment-packed as acrylic paint and gave my lids a foil-like effect. A little goes a long way, and my advice is to approach the tube with caution as it's very easy to get too much out. As it is creamy, fingers are the best tool for application, but it can get a bit messy, so I used a little concealer to clean up the edges. Prep your lids with Studio London Colour Icon Eyeshadow Base Primer [10] (£5) first for extra staying power. The primer is quite pale, so could be worn alone to neutralise the lid if you're fair, but otherwise you'd need to top with a colour.