Beauty Review: Superdrug Simply Pure Aqua Hydrating Serum

Serums are one of those products where people can often be put off by their hefty price tags. Even though there are quite a few high street brands offering serums, such as L'Oreal and Soap & Glory, they're usually at a price point that's out of reach for a lot of people. However, a couple of more budget brands have got in on the act recently, particularly Aldi and Balance Active, but today I wanted to talk to you guys about Superdrug's Simply Pure Aqua Hydrating Serum. For any international readers (bonjour/guten Tag/hola/ciao/g'day as appropriate), Superdrug is a UK drugstore that stocks pretty much every type of budget skincare, make-up and body product you could possibly want and is usually very affordable. They also make quite a few own-brand ranges, of which Simply Pure Aqua Hydrating is one, and as my skin has been feeling a bit dried-out recently in the cold weather I thought I'd give it a go.

The serum, and the range it comes from, is designed for dehydrated skin - something else that high street brands don't seem to have gone in for much - so before I talk about the product I wanted to just mention the difference between dry and dehydrated skin. As the name suggests, dehydrated skin is skin that lacks water, whereas dry skin lacks oil. If your skin feels dry, but you break out when you use rich moisturisers, then you might have dehydrated skin (and you can be dehydrated at the same time as having another skin type). Sali Hughes, the Guardian's beauty writer, has some good tips on how to tell if your skin is dehydrated here.

The packaging is fairly standard for a drugstore brand - a white, almost pearlescent, bottle with a pale blue cap, and a feather graphic on the front. Overall it gives the impression of something that's not necessarily fancy but that will do your skin good, which is really what you want from a drugstore skincare product. However I do find the lid has a tendency to come off and the bottle can feel a bit flimsy, so it might not be one to just chuck in your bag in case it ends up everywhere.

As you can see from these pictures, it's a white fluid which has goes to a very milky consistency when it's rubbed in a little. On the skin it feels very light but it's also a product that benefits from being worked into the skin quite vigorously so don't be afraid to give it some welly when you're applying it. I normally use this in the morning after I've cleansed and before putting on my moisturiser - you can read more about my skincare routine here. It doesn't smell of much beyond a quite clean fresh smell, which I like a lot as I don't react well to very fragranced products and also like the feeling that it smells like it's doing me some good.

Overall I really like this product - it's got a lovely consistency, sinks in really nicely and (so far) is working really well for me. If your skin is feeling a bit dehydrated and you need a boost then I can definitely recommend this. Plus it's really cheap at £4.59 for a 50ml bottle and is quite often on half price offers. The only thing I'd like to see is Superdrug stocking this in more stores and for different skin types, as sometimes it can be hard to find and obviously not everyone has dehydrated skin. So come on high street brands and get your act together - if Superdrug can make a £5 serum then so can you!

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  1. This sounds fantastic, just what I need at the minute. I tried to search for it on the Superdrug website, but don't think it's available online yet.
    Laura x | Life and Lipstick

    1. Hi Laura, thanks for commenting! I'm not sure if it's on the website, I've only seen it in some stores so it may be worth checking in your local branch to see if they have it. Hope that helps!

  2. Can I just mention, I emailed Superdrug today and they no longer stock it. Argh, so annoying I love this serum.