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Boots reveals top beauty trend predictions for 2024 and beyond

Sophie Smith
18 April 2024

Boots has predicted the biggest consumer trends across beauty and wellness as part of its new Beauty Trends Report for 2024.

Supported by data from over 16 million active Boots advantage card holders, combined with in-house expertise across beauty and wellness, the new report reveals five trends set to dominate this year and beyond.

Paul Niezawitowski, Beauty Director at Boots, said: "We are excited to reveal the five biggest trends expected to shape the beauty industry over the 12 months, against the backdrop of another transformative year for beauty at Boots."

Milk Makeup

1) Beauty Boosters

Bold colours and playful textures are making a comeback, according to the health and beauty retailer. It comes as brands are introducing sensorial textures and experimenting with different formats, such as jellies and foams, and even colour-changing cosmetics.

From Milk Makeup's viral Cooling Water Jelly Tint to NYX Professional Makeup's new Duck Plump Lip Gloss, this emerging trend champions both self-expression and experimentation.

With over 61 million views on TikTok, there is also a resurgence of colour-adaptive makeup products that react to the wearer’s individual pH levels to create a tailor-made shade. Soap & Glory is capitalising on this growing trend with its new Spectacu-Lips pH Lip & Cheek Glow Oil, launching at Boots next month.

2) The Longevity Effect

The narrative around ageing is shifting as consumers focus on keeping their skin healthy for longer. "Longevity" has been tipped as beauty’s biggest buzzword for 2024, the report revealed, as more and more beauty consumers look for ways to make smart choices today so they can reap the benefits of skin health in the future.

The data suggests that shoppers are actively looking for products to prolong the longevity of their skin, with online searches for 'skin repair' increasing by a third at Boots over the last 12 months.

As part of this, 'retinal' is said to be the new ingredient-to-watch, with Google searches increasing 73% in the last year.

3) Bio-Beauty

Many brands are taking a gentler approach to beauty as scientists bio-engineer products that harness the power of nature. A rise in allergies and sensitivities across the population is driving this trend, with searches for 'sensitive skin' and 'natural skincare' both reporting significant increases year-on-year at Boots.

'Natural skincare' was the top claim within UK launches across the facial skincare category over the last three months of 2023.

4) Conscious Routines

Boots believes the connection between beauty regimes and health is growing, with themes emerging around protection, prevention, and "nurturing the internal to boost elements of the external".

As a result, more consumers are including vitamins and supplements as part of their daily regime, with an 18% increase in sales of beauty vitamins at Boots in the last year. There is also growing recognition of the link between gut health and skin health – at Boots, the gut health category has grown 16% year-on-year.

5) Expert Evolution

In an ever-growing beauty market, the value of trusted advice has never been higher. With more choice than ever, consumers are increasingly seeking recommendations from professionals and qualified experts, according to the Beauty Trends Report.

It comes after a recent Skincensus survey from No7 revealed that over half of customers find shopping for skincare confusing.

To address this, developed in conjunction with leading dermatologist Dr Justine Hextall, Boots is offering dermatological training to over 4,000 of its pharmacists across the UK. A total of 64,000 hours of training will be made available this summer, allowing pharmacists to offer advanced clinical skincare advice for free and without the need for an appointment.

The retailer has also launched an online Dermatological Skincare Hub, offering free advice and educational content across all areas of skincare. This includes information about skincare ingredients and their suitability for different skin types and conditions, as well as products developed, tested or recommended by dermatologists.

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