I skipped the UK markups for Summer Fridays Strawberry Soft Serve and my wallet is blushing

My obsession with the Strawberry Soft Serve shade

I have spent the last few weeks scrolling through my feed, and it seems like every single creator is flaunting the new Summer Fridays Lip Butter Balm in Strawberry Soft Serve. This limited-edition shade for Spring 2026 is the exact 'cool baby pink' I have been dreaming of. It has that perfect milky tint that makes my lips look healthy and hydrated without being sticky.

While the hype started on TikTok in the Philippines, where the brand has become a massive status symbol, the craze quickly reached us here in the United Kingdom. I noticed that trying to find this specific shade locally was becoming a nightmare. It is either perpetually sold out at our usual boutiques or being sold by resellers at a 100% markup.

Why I refuse to pay the local markup

I love high-end beauty, but I cannot justify paying double the retail price just because a product is a US exclusive or limited edition. In the US, the Summer Fridays Lip Butter Balm retails for a reasonable price, but by the time it reaches third-party sellers in London or Manchester, the price tag becomes laughable. I realized that if I wanted to be a smart shopper in 2026, I had to look directly at the source: US online stores.

Buying from US stores like Sephora or the official Summer Fridays website ensures I am getting the authentic product and not a counterfeit. Plus, I get to enjoy the same seasonal launches as everyone else in real-time. To make this work, I decided to use comGateway to handle the logistics for me.

Using a tax-free US address for my beauty haul

One of my favorite tricks for shopping across the pond is using a tax-free US address. When I shop at US retailers, they often apply state sales tax based on the delivery location. However, by using a freight forwarder with a warehouse in a tax-free state like Oregon, I instantly save about 7% to 10% on the purchase price. For a single lip balm, it might seem small, but when I am adding a few other 2026 beauty launches to my cart, those savings really add up.

I found that having a dedicated package forwarding service makes the whole experience feel like I am just shopping at a local store, only with a much better selection.

My step-by-step guide to the process

If you are wondering how I managed this, here is the step-by-step guide I followed to get my Strawberry Soft Serve balm delivered to my door. First, I signed up for a free account to get my US shipping address. Then, I headed to the Summer Fridays website and placed my order using that address as the destination.

For those times when a US store doesn't accept my UK credit card, I have used the BuyForMe service. This assisted purchase option is a lifesaver because they buy the item on my behalf, so I don't have to worry about international payment hurdles. Once the package arrived at the warehouse, I was notified and ready to ship it home.

Shipping estimates for my new lip balm

I know what you are thinking: "Isn't shipping one tiny lip balm expensive?" I actually combined my Strawberry Soft Serve balm with a few other items to maximize the value. Here is my personal breakdown of the shipping logistics for a typical beauty order:

I always make sure to use the estimate shipping cost tool before I finalize my shipment. Using a shipping calculator helps me decide if I should add more items to my box to make the most of the base shipping rate.

Handling UK import duties and VAT

When shipping to the United Kingdom, I have to be mindful of import duties and VAT. In 2026, the rules are quite clear: for goods over £135, you will likely face customs tax. Since my lip balm was well below that threshold, I only had to account for the standard 20% VAT, which is often collected at the point of shipping or upon arrival.

I have found that United Kingdom delivery is very efficient when you have all your paperwork in order. My ship to United Kingdom experience has been seamless because the forwarder handles the declarations for me. You might also like to check our guide on import tax to stay updated on the latest thresholds.

Why I believe this is the smartest way to shop

By the time I received my Summer Fridays Strawberry Soft Serve, I had paid less than what the local "specialty" resellers were asking for, and I got the satisfaction of a fresh, authentic product straight from the US. My total cost, even with buy from US ship to United Kingdom logistics, was significantly lower than the local 2x markup.

I have realized that being a beauty enthusiast in 2026 requires a bit of strategy. I don't mind waiting a few extra days for my parcel to cross the Atlantic when it means I am saving money and getting exactly what I want. If you are eyeing those viral US exclusives, I highly recommend looking into parcel forwarding service options to keep your beauty budget in check.