The biggest beauty trends of 2024, according to Boots
Blusher, K-beauty and hyaluronic acid are among the most in-demand products across cosmetics, skincare and haircare in 2024, or so says Boots.
Boots, which stocks over 600 healthcare brands and over 500 beauty brands, has analysed search and sales data from across the year to reveal customers’ most-wanted purchases. Here are the five top skincare and beauty trends from 2024, according to highstreet haven Boots.
K-Beauty
Boots saw an uplift in demand for Korean skincare, known for its cutting-edge techniques and unique ingredients from nature, with formulas enriched with superfoods from ginseng to green tea and fermented beans.
With over 769k #KBeauty posts on TikTok this year, Boots brought some of the best of Korean skincare straight to its shelves, introducing 10 new brands including Laneige, Beauty of Joseon, Anua, Skin1004 and Haru Haru Wonder.
Beauty of Joseon's Relief Sun: Rice + Probiotics (£15.50) took the top spot for best-selling K Beauty product.
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Hydration
2024 saw a renewed focus on hydration in skincare, with viral trends such as ‘skin flooding’ taking centre stage. Hyaluronic Acid, a holy grail ingredient for hydration, was the most searched skincare ingredient on boots.com in 2024. In particular, customers coveted The Ordinary Hyaluronic Acid 2% + B5 (£8.80), which was amongst Boots top-selling premium skincare products.
Skin longevity
In 2024, there was a shift towards skin longevity and this year. Shoppers shifted towards making smarter choices for the future health of their skin. The most searched skincare products on boots.com included ‘sun cream’, ‘lip balm’ and ‘eye cream’. No7's Future Renew Day Cream SPF40 (£34.95) took the cake as the brand’s best-selling product of the year thanks to its skin-repairing benefits.
Blushes and balms
In makeup and cosmetics, blush reigned supreme throughout 2024 thanks to Sabrina Carpenter's iconic rosy cheeks and the summer-inspired ‘sunset blush’ trend. As a result, searches for ‘blush’ on boots.com increased by 155% this year, whilst the total number of TikTok views for the hashtag #blush hit 8.6 billion.
Meanwhile, lip balm was cemented as a handbag essential. Google searches for the hydrating salve averaged 240k a month, up by 38% in the past year. Boots met this demand with the launch of its viral Glossy Lip Balm (£3), with one lip balm flying off the shelves every 30 seconds at launch.
@summermccurdylust Trying THE Sabrina Carpenter famous blush!! @makeupbymario #sabrinacarpenter #blushhack #sabrinacarpentermakeup #blush #greenscreen #dewyskin #blushtrend #softpopblushveil ♬ Espresso - Sabrina Carpenter
Bespoke haircare
Shoppers were learning more about caring for their individual haircare needs. They searched for products that specifically suited their hair type. ‘Shampoo’ emerged as the most searched term on boots.com in 2024, with the best-selling premium shampoo lines being OUAI's Detox Shampoo (£28) and REDKEN's All Soft Shampoo for Dry Hair with Argan Oil (£21.75).
Grace Vernon, Head of Global Trends & Cultural Insights at Boots & No7 Beauty Company, said: "The lines between beauty and wellness certainly blurred this year, as we saw more product trends that spanned holistically across skincare, haircare, wellness and health. From supplements to skincare, shoppers are more conscious than ever with their purchases as consumers increasingly recognised that beauty is more than skin deep.
"With 175 years of expertise behind us, Boots is uniquely placed to deliver on this trend. As we look to the year ahead, we are continuing to pack our shelves with exciting new products and brands, allowing us to stay ahead of the curve, cater to evolving consumer demands, and offer a diverse and dynamic selection of beauty and wellness."
