From adaptogens to AI: How wellness is rewriting beauty routines

Beauty and wellness are becoming increasingly interconnected in consumers’ everyday routines, with Boots spotlighting five trends shaping the industry in its latest annual trends report.

Drawing on data from over 17 million active Boots Advantage Card holders, alongside in-house analysis, the new research reveals the most influential trends set to define the year ahead.

Bringing beauty and wellness insights together for the first time, the data reveals that wellness is now an integral part of consumers’ routines - 40% consider it essential to their beauty regime, while 84% say they look better when they feel well.

It comes as Boots introduces new in-store Wellness Zones and a dedicated team of Health & Wellness Specialists in response to rising demand in the category.

The new zones showcase products and brands spanning gut health, nutrition, hydration, sleep, movement and "beauty from within" - an inside-out approach also championed by fellow retailers such as Holland & Barrett and W-Wellness.

Grace Vernon, Head of Boots Ignite, Foresight & Trends at Boots UK, said: "In 2026, you won’t be able to talk about beauty, without talking about wellness. The boundaries between looking good and feeling good are not just blurring but dissolving entirely.

"The pace of innovation continues to accelerate, with more trends, brands, products and ideas than ever before. At the same time, consumers are becoming increasingly educated, informed and curious, not just about what’s new, but what actually works for them and will elevate their routines accordingly."

The trends

Pursuit of peak

Emerging technologies are increasingly shaping beauty and wellbeing routines, with digital tools and devices becoming more integrated into everyday life.

Wearable wellness technology and beauty tech innovations are gaining wider adoption, driving growing interest in tracking, self-care and personal optimisation.

At the same time, AI and personalisation are transforming shopping behaviours - 64% of UK adults now use AI-powered search tools to guide beauty purchases, and 82% actively seek personalised solutions tailored to their needs.

The report also highlights the rising demand for accessible, everyday wellness, alongside a striking 755% surge in online searches for electrolytes.

Project preservation

Consumers are increasingly focusing on future-proofing their health to extend both longevity and vitality. Research shows that 60% of consumers now prioritise healthy ageing, while 80% of adults are taking a preventative approach to their beauty routines, favouring consistent, long-term maintenance over reactive, quick-fix solutions.

New data from No7 highlights the thirties as a pivotal decade, with visible signs of ageing accelerating by up to 50%. Reflecting on this, 80% of people in their forties say they regret not starting skincare earlier, reinforcing the growing emphasis on early intervention.

As perceptions shift and ageing is increasingly viewed as modifiable, 43% of consumers no longer see aesthetic ‘tweakments’ as taboo. This mindset change is fuelling growth in treatment tourism, the rise of ‘brotox,’ and demand for clinic-inspired skincare solutions that bridge the gap between beauty and aesthetics.

The supplement category is also experiencing significant momentum. Collagen sales at Boots are up 62% year on year, while searches for “marine collagen” on boots.com have surged 277%, placing collagen firmly among the retailer’s top 20 most searched-for products.

Real life revival

In an increasingly digital world, the report suggests that consumers are craving genuine connection - and brands with personality are outperforming the algorithm.

Founder-led and personality-driven brands are building deeper trust, with 60% of consumers prioritising companies whose values align with their own. Meanwhile, 43% say they trust brands more when founders maintain an active presence on social media, reinforcing the power of visibility and authenticity at the top.

At the same time, expertise is reshaping influence. Consumers are moving beyond traditional influencers and turning instead to credible voices - from makeup artists and dermatologists to trichologists and brand founders.

Retail, too, is evolving. Shopping has entered the experience economy era, with 46% of consumers seeking immersive, entertainment-driven environments. From pop-ups and brand collaborations to community-led events, today’s shoppers want interaction, storytelling and a sense of belonging - not just transactions, Boots reveals.

World class beauty

Global trends and international brands continue to gain momentum as consumers explore products and rituals from around the world. In the UK, 65% of shoppers have purchased from an international brand in the past six months, reflecting growing openness to cross-border discovery.

At Boots, K-Beauty has seen notable growth, with sales increasing fivefold and a Korean skincare product sold every 11 seconds last year. The category is expected to broaden further in 2026, with expansion into areas such as K-fragrance, K-haircare and K-pharmacy.

Global influences are also shaping everyday routines. Consumers are incorporating Ayurvedic-inspired Indian beauty practices, Scandinavian wellness rituals, and regionally distinctive ingredients - from Japanese raw honey to Middle Eastern oud - into their health and beauty choices, reflecting a more internationally informed approach to self-care.

Resilient routines

Beauty and wellness routines are also evolving to support resilience across mental, physical and dermatological health.

Stress regulation is becoming an increasingly prominent focus within everyday routines. Consumers are incorporating ingredients commonly associated with stress support - including adaptogens such as ashwagandha and ginseng - with purchases of adaptogen products increasing 400% year-on-year.

Environmental volatility is also influencing product choice. Shifts in temperature, rising pollution levels, and heightened UV exposure are contributing to demand for protective formulations. More than half (57%) of consumers say they are willing to pay more for products that offer climate or pollution defence, while UV-index-related content has surpassed 315 million views on TikTok, indicating heightened awareness.