Superdrug has been announced as the official Major Health and Beauty Partner of American Express presents BST Festival 2025, marking a significant partnership with one of the UK’s most iconic summer festivals.  

Superdrug will host a custom-built, double-level experience at the festival in the heart of Hyde Park. The upper level will be reserved exclusively for Superdrug VIPs and Health & Beautycard holders and will feature a stylish bar. Complimentary makeovers will also be provided by the retailer’s own-brand range, Studio London, and a Solait sundeck will offer suncream samples.  

The lower level will be open to all festival attendees and Superdrug will bring a selection of Unilever’s leading health and beauty brands to life through immersive touchpoints. These will include hair styling from TRESemmé, fragrance discovery with Lynx, SPF sampling from Simple, Interactive games from Sure, and a Vaseline-branded photobooth. Visitors will also be able to enjoy makeovers with Revolution and receive hydration support from Liquid I.V..

In celebration, Superdrug will launch a series of competitions to give customers the chance to win tickets to the festival which will see Sabrina Carpenter, Olivia Rodrigo, Stevie Wonder and more take to the stage across three weekends in June and July.  

Gemma Mason, Head of Marketing at Superdrug, says: “This exciting partnership gives us a unique opportunity to engage with our customers in an unforgettable festival setting.”  

“It’s a chance to showcase some of our favourite brands in the heart of London, while showcasing the exclusive benefits available through our Health & Beautycard and reaffirming our commitment to making beauty and health accessible at one of the UK’s most iconic festivals,” comments Mason.