Review | Superdrug Simply Pure Hydrating Serum

Ceramides, cera-what?

I’ve been using this serum for about a year now, and gifting it to as many people as I possibly can. There are very few products that 100% deliver on what they promise, so finding one feels pretty awesome. It’s even more amazing when such a well formulated product is an own brand, bottom of the shelf, non-piggy bank breaking miracle in a bottle that is mostly slept on, even by the brand itself. 

This is an actual unicorn. 


“Simply Pure – Simply Effective. Simply Pure Hydrating Serum is designed to replenish and nourish sensitive skin. Enriched with calming Soothex™ and a fortifying Ceramide Blend, this hydrating formula helps to improve skin’s natural elasticity and suppleness for a smoother, more radiant complexion.”

Superdrug are really right on the claims for this little product. You would be forgiven in thinking that it wasn’t very special at all. It’s only when you look closer at the ingredient list do you realise that it is really something special.



Aqua, Caprylic/Capric Tryglyceride, Glycereth-26, Polysorbate 60, Glycerin, Propylene Glycol, Boswellia Serrata Gum (‘Soothex’), Dipropylene Glycol, Allantoin, Sodium PCA, Pentylene Glycol, Sodium Lactate, Lactic Acid, Serine, Urea, Sorbitol, Sodium Chloride, Sodium Hyaluronate (Hyaluronic Acid), Sodium Laroyl Lactylate, Ceramide 3, Ceramide 6 II, Ceramide 1, Phytosphingosine, Cholesterol, Carbomer, Xanthan Gum, Phenoxyethanol, Ethylhexylglycerin, Sodium Hydroxide, Acrylates/C10-30, Alkyl Acrylate Crosspolymer, Disodium EDTA

Why I was excited to try this

CERAMIIIIDEEESSSS. -runs around excitedly-

This little serum holds in its tiny packaging a whole host of soothing, anti-inflammatory and moisture barrier repairing ingredients for an unbelievably low price. I’m not entirely sure how they did it, but Superdrug have merged three registered trademark blends to create an amazing serum.


INCI: Ceramide 3 (and) Ceramide 6 II (and) Ceramide 1 (and) Phytosphingosine (and) Cholesterol (and) Sodium Lauroyl Lactylate (and) Carbomer (and) Xanthan Gum


SK-influx® is a skin-identical lipid concentrate for enhanced skin moisturization and protection. It is ideal for aging skin, dry skin and sensitive skin. SK-influx is a concentrated formulation, consisting of a multi-lamellar (membrane) system resembling the structure of the lipid barrier in the Stratum Corneum. It is a concentrated mix of different types of ceramides, cholesterol, free fatty acids and phytosphingosine makes it an ideal ingredient for personal care products with unique restoring capabilities. Consequently SK-influx has a wide range of applications, such as creams and lotions of the segments: moisturizing products, aging and anti-wrinkle products, skin repair and skin protection. source.

Hydroviton® 24

INCIAqua (and) Pentylene Glycol (and) Glycerin (and) Sodium Lactate (and) Lactic Acid (and) Serine (and) Urea (and) Sorbitol (and) Sodium Chloride (and)Allantoin

An advanced 24 hour moisturizing complex comprised of a synergistic blend of natural moisturizing factors. It is non occlusive, so it allows skin to breathe and can be easily formulated into products. It is also non-animal derived, preservative free, cost effective, light in color, and odorless in your formulation.


INCI Dipropylene Glycol (and) Boswellia Serrata Gum

A natural active from Indian frankincense with proven powerful soothing action for sensitive or over-reactive skin types. It also helps reduce irritation for sensitive skin formulations or shaving. 

For more ingredient list breakdown, read Clemmie’s Big Sister’s review of the product.

Experience & Use 


The product that comes out of the pump doesn’t look like a traditional liquid serum but more like a cream-gel moisturiser. However, it dries down very quickly, leaving the skin feeling soft. It’s kind of fascinating how quickly it is absorbed into the skin, like your skin is absolutely desperate for whatever the tube contains.

I initially tried layering it under my moisturiser, but I found it works just as well if I mix it in with my moisturiser. 


Superdrug – 50ml | £2.69


This product is really difficult to find in stock. My recommendation, get yourself a free Superdrug Beauty Card, take advantage of the card’s free click and collect and order it online to a store. Waiting for the serum to be in stock in a Superdrug is an exercise in futility.

Although the price is pretty amazing, it’s frequently is on an offer (1/3 off, half price, buy one get one free, or buy one get one half price) so I doubt that you’ll ever need to pay full price. However, if you do, at less than £3 you’re getting a total bargain.

10 Comments Add yours

  1. CiCi says:

    Now does it compare to Cerave?


    1. adoredee says:

      I wouldn’t be able to answer that question as I’ve never used CeraVe before. It’s not widely available in the UK as it is in the US.


  2. karrwaii says:

    The great thing about this bottle is that it LASTS FOR AGES!

    Liked by 1 person

    1. adoredee says:

      For AGES! I’ve only ever used one full bottle and I’ve been using it for months.


  3. Jo says:

    Oh my, I walked past Superdrug and thought I would have a look to see if it is in stock. Yes it was, hidden away on the bottom shelf!! I am trying to reign in my skin care/beauty splurging, but gave myself a pass with this at £2 sumthing and it adds to my ‘hydration’ category that is lacking. (Ha! see what I did there???). Next up is finding a DIY BB cushion case…..(que crazed laughter).

    Liked by 1 person

  4. anita says:

    I will love you forever for this little gem ❤

    Liked by 1 person

    1. adoredee says:

      I’m glad you enjoy it!


  5. Raguna says:

    really hard to get it to germany 😦 neither CeraVe nor superdrug you get here. import from ebay: 11€… so sad


    1. adoredee says:

      Oh no! Part of the charm is the low price. That is such a shame.


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