B. at Superdrug (B is for Beautiful)

B. is a new “own brand” of makeup and skincare from high street giant Superdrug, which aims to have more of a high end brand feel to it. Unlike Boots own brand Seventeen (which I have a lot of love for, post to come soon) focus is primarily on product quality and value for money with Superdrug aiming to provide some competition for makeup brand powerhouses such as L’Oreal and Maxfactor. The aThe range comprises of make up skincare items with a price point between around £4.00 and £14.00.

There’s one thing I’m a sucker for (and perhaps a little anal about) – brand and identity and I think B. have done a fantastic job of branding their products. The concessions stand is instantly recogniseable and is chic and simple, the packaging is sleek but sophisticated and the brand on a whole doesn’t give the usual impression that an “instore” brand does (does that make sense?) So much so that I didn’t actually realise that B. was an instore brand until I researched them on the internet and was pleasently surprised.

Offering up a plethora of products, from 4 amazing quality foundations, BB Cream, concealers, beautiful blushers and bronzers to highly pigmented eyeshadows, a rainbow of nail polishes and enough lipstick to last you through a busy Valentines week. (and thats just the makeup side) B. well and truly have thought of everything the modern woman needs to B. Beautiful.


I picked up one of the B. Flawless Complete Coverage foundations in Rose Ivory.

I’m like the Goldilocks of foundations, because I demand alot from a foundation (coverage, lasting power, a colour pale enough to match my transparent skin) whenever a new brand pops up or a new foundation is released – I’m hopping onto that bandwagon with a ticket to buy.

B. Full Coverage foundation is really impressive. First and foremost you have to ask whether it does what it says on the bottle? This baby is full coverage – but without looking like a mask like some full coverage foundations can do. Applied with my Sigma Flat Top Kabuki and set with the Rimmel Stay Matte powder this creates a flawless base for the rest of your make up. The shade is perfection for me. I’m your typical “English Rose” skinned lady, and this in Ivory Rose is just the right amount of pale enough for me, but without being overly pink toned. Some foundations do tend to oxidise on my skin as I do have Oily/Combination skin and the oil is what can give the foundation that Oompa Loompa tone but this stays perfect.

How does it last? I’m pretty demanding when it comes to staying power as I work a 9-5 and I like to make it through the day with minimal touch ups (a powdering of my shiny Rudolph nose every now and then) and this withstands this amount of time which is ideal for me. By the time I come to remove at about 8pm (usually when I’m watching the soaps – classy, I know) it is starting to separate slightly and begin to go patchy, but making it through a 12 hour day is pretty impressive.

I also picked up the primer (review to come) and haven’t tried any of the skincare … YET, but after hearing that their micellar water is meant to be like Bioderma, but cheaper – I’m definitely keen to try some more of the products after positive first impressions.

B is available in Superdrug stores and online at their website B.Is For Beautifulwhere they’re currently running a Buy 1 get 2nd 1/2 Price promotion – sorry to those of you on the spending ban, I’m a bad enabler.

  • I’ve heard such good things about this foundation. When the brand first launched I went in and wanted to get a few things but was then attracted to the half price Lush Beauty goodies so only came out with a nail paint. I have a few foundations on the go but will get one of these when my next one runs out :) x

  • I walked into Superdrug looking for a new foundation and was accosted by a b.beautiful saleswoman but she was actually really nice and listened to what I was after. I too suffer from oily/combination skin which is exacerbated by the awful central heating/lack of air in the office. I bought the same foundation as you but in linen and immediately I was impressed with the colour match. I also bought the pressed powder which has a huuuge mirror. So far I’m so impressed but let’s wait to see if it passes the office test tomo but after reading this, I’m getting excited!

    Great post and I’m now tempted to try the micellar water too!



  • Teresa Smith-Byrne

    One thing not mentioned so far (and something that makes me *so* happy!) is that the range is BUAV-approved cruelty-free.

  • I am completely in love with B is for Beautiful products!! I love their liquid eyeliner and eyeshadows, as I suffer from allergies of harsh chemicals and these are some of the only ones that don’t irritate my skin and cause eye eczema on my eyes. However, I really don’t like their foundation, I find it too oily and it just doesn’t last that well :/

    C x
    Lux Life Blog

  • I got the same shade and I’m soo pleased with it! I have dry, usually flaky skin no matter what I do, also with big pores and some other troubles as well… plus that it’s the “English Rose” tone like you say. A while ago I was a mere tourist in London and bought this foundation. It looked so weird at first, so liquid and shiny on my skin, but when it settled it was perfectly natural. It does cover well, blends perfectly, smells heavenly and doesn’t flake in the end. I use a hydrating cream from Yves Rocher and no powder after.