Boots reveals biggest beauty and wellness trends of 2025

Science-backed skincare, mood-driven scents and gut health supplements have been revealed as some of the most in-demand products across beauty and wellness in 2025.

That's according to Boots, which has analysed search and sales data from across the year to reveal the trends and products most coveted by its customers this year.

The trends

Science-backed skincare

The data indicates that Boots customers often prefer skincare products featuring clinically backed formulations, with brands such as The Ordinary, La Roche-Posay, and No7 among the most popular. The bestselling No7 range at Boots was identified as Future Renew, which launched in 2023, with a product sold approximately every 10 seconds.

Exfoliants lead the glow

Exfoliants were a key focus in 2025, with Alpha Hydroxy Acids (AHAs) such as glycolic acid driving increased demand at Boots. Searches for glycolic acid on boots.com increased by 64% year-on-year, and The Ordinary Glycolic Acid 7% Exfoliating Toner became the second bestselling premium beauty product.

Notably, the exfoliant trend is also extending beyond facial skincare to bodycare. In response, Boots’ wellness brand Modern Chemistry launched the Glow Body Scrub, formulated with glycolic acid (AHA) and salicylic acid (BHA), offering consumers an option to incorporate these ingredients into full-body routines.

K-beauty boom

K-beauty remained a strong influence in 2025, with Boots selling one K-beauty product approximately every 15 seconds. Beauty of Joseon Relief Sun: Rice + Probiotics 50ml was among the bestselling items. This year, Boots also expanded its Korean offerings to include the K-hair category, with brands such as Kundal and Daeng Gi Meo Ri available both in stores and online.

URL to IRL Cosmetics

As seen with the Korean beauty trend mentioned above, demand for international beauty products is rising, partly driven by social media. In response, Boots introduced over 400 new lines from globally recognised cosmetics brands to UK stores this summer. These included trending brands such as Catrice, TirTir, Sacheu, and SheGlam, which have gained significant attention on social media worldwide.

The health and beauty retailer also highlighted this year’s three bestselling products: Maybelline Lash Sensational Sky High Mascara (Shade 01 Black), E.l.f. Power Grip Primer, and L’Oréal Paris Infallible Setting Mist.

Collagen and ‘inside out’ beauty

Boots customers are seeking holistic support for skincare through vitamins and supplements, with collagen proving the most popular.  Online searches for “marine collagen” have risen by 227% year-on-year, and collagen sales have grown by 62%. Popular products include BootsMarine Collagen Gummies and Gold Collagen Forte Ageless.

Hydration goals

Hydration has continued to dominate wellness conversations in 2025, with #loadedwater reaching 214 million total views on TikTok. The data suggests customers are increasingly looking at how to integrate electrolytes into their daily routines to support their hydration goals, with online searches up 755% year-on-year and one product sold in the category every 14 seconds this summer.

Liquid I.V. Passion Fruit continues to be the number-one front-runner, according to Boots, with products from the newly launched viral brand Humantra close behind.

The good gut

Wellness is often linked to gut health, which plays a central role in overall wellbeing. Products supporting the gut remain popular among Boots customers. Searches for gut health products on boots.com have increased by 70% year-on-year, with sales up 15% over the same period. Top-selling items include Boots Good Gut Bacteria Capsules and Symprove Gut Solution in Mango and Passionfruit.

Adaptogens

Adaptogens, typically derived from mushrooms, emerged as a breakout wellness category in 2025. Online searches for ashwagandha increased by 722% year-on-year at Boots. Popular products in this category include items from the retailer's own-brand ranges HABI and Modern Chemistry, such as HABI Ashwagandha, HABI Lion’s Mane Gummies, and Modern Chemistry Lion’s Mane Capsules.

These ingredients are also being used in skincare, with the Modern Chemistry Hydrating Serum containing niacinamide and ashwagandha receiving positive feedback.

Nostalgic and mood-driven scents

The data suggests that fragrance has become a "powerful tool for mood enhancement and an expression of identity", with demand increasing for unique and distinctive scents. 2025 also saw the resurgence of noughties fragrances on the back of surging Y2K trends on social media. Responding to the enduring popularity of scent, Boots recently opened its first-ever fragrance-only concept store.t store.

Grace Vernon, Head of Global Trends & Cultural Insights at Boots & No7 Beauty Company, said: "Our 2025 Beauty Trends Report called out six key trends - including Beauty without Borders, Enter the Health Hackers and Moodscaping - and we have seen these trends really take hold in 2025, and show clear signs of continuing into 2026.

"As our report outlined, beauty, health and wellness have never been more intertwined as consumers take a more holistic approach to life. This health hacking trend has resulted in collagen, electrolytes and adaptogens all growing in prominence at Boots this year.

"We also continue to see beauty lovers turn to science-backed, ingredient-led brands for skincare, with a growing influence from the global market with K-beauty solutions remaining popular throughout the year. As we move into 2026, we expect our customers to evolve their increasingly holistic approach to their beauty and wellness."