Boots reveals top beauty trends for 2025 and beyond
Boots has predicted the biggest trends across beauty as part of its new Beauty Trends Report for 2025.
The new report is supported by data from more than 16.9 million Boots Advantage Card customers, combined with expert trend analysis from the high street chain.
Paul Niezawitowski, Beauty Director at Boots, said: "2025 is set to be another transformative year for beauty at Boots.
"Our ambition is to continue delighting our customers with an unparalleled range of products and a diverse collection of brands. Bolstered by market-leading insights, the Boots Beauty Trends Report reveals what should be on everyone's beauty radar in 2025 - and how Boots is ready to respond."
The trends
1. URL to IRL
The new research highlights that digitally native beauty brands are quickly gaining viral fame online and making their way to high street stores at unprecedented speeds.
It comes as demand for international beauty products surges, with one Korean skincare product selling every 30 seconds at Boots - now representing more than a tenth of the British retailer's 'Everyday Skincare' category sales.
Despite this, the data suggests that while social media platforms remain popular for product discovery, 94% of beauty consumers prefer shopping in-store for cosmetics.
2. Intergenerational beauty
The health and beauty retailer has revealed that the generational flow of beauty advice has reversed, with 39% of parents having taken skincare advice from their children.
Spending more than eight hours a day online, Gen 'Zalpha' are shaping beauty industry trends and influencing purchasing decisions beyond their generational bounds.
The trends report also suggests more men are exploring the beauty category, following a 14% increase in men shopping for beauty products at Boots in the last year alone.
3. Spending across different price points
The report shares that shoppers are increasingly investing in classic, luxury staples whilst simultaneously experimenting with fleeting trends and affordable brands.
More than a third of Advantage Card members shopped both budget-friendly makeup and premium cosmetics in 2024, with a 14% rise in premium beauty sales at Boots.
Consumers are also seeking budget-friendly beauty to help their money stretch further, with one product from Boots own-brand skincare range selling every two seconds.
4. Beauty sleep elevated
With tiredness ranking as the highest factor for negatively impacting skin, more and more consumers are investing in their night-time routine to unlock their skin’s full potential.
Driven by trends like #morningshed and #sleepmaxxing on social platform TikTok, consumers are seeking beauty hacks and wellness practices to optimise their beauty sleep.
5. Scent as self-care
Boots notes that fragrance is becoming a powerful tool for self-care, mood enhancement and an expression of identity.
It comes as 78% of UK consumers believe that fragrance can improve mental wellbeing, highlighting the growing awareness of the mind-body connection.
The research also reveals that 42% of shoppers bought more than one type of fragrance in a year, as opposed to opting for just one signature scent.
6. 'Prejuvenation' through beauty tech
The data shows that healthcare and aesthetics industries are merging, with Med Spa-inspired technologies and 'prejuvenation' practices influencing beauty routines.
78% of consumers believe prevention is better than cure and are actively seeking to improve their health, resulting in increasing demand for advanced beauty devices and a 536% spike in sales of LED masks at Boots in 2024.
Grace Vernon, Head of Global Trends and Cultural Insights at Boots and No7 Beauty Company, said: "It is such an exciting time to shop for beauty, with the industry evolving rapidly and trends emerging at a pace we have never seen before.
"In 2025 beauty is more than skin deep; it’s about investing in our present and future selves and ensuring we feel as good on the inside as we look on the outside."
