- Boots launches its annual Beauty Trends Report revealing the key beauty trends set to shape the industry in 2025 and beyond.
- Boots Beauty Trends Report 2025 is fuelled by data from over 16.9 million active Boots Advantage Card customers, combined with in-house expert trend analysis.
- Boots reveals six trends for 2025 including Science of Slumber, High/Low Beauty, and Moodscaping: Scent as self-care.
10th February 2025: Today Boots, the UK’s favourite beauty retailer1, releases its fifth annual Beauty Trends Report. Boots Beauty Trends Report 2025 unveils the six biggest trends set to take the beauty industry by storm in the year ahead. Boots is uniquely placed to pinpoint what is next in beauty, by combining unique customer insight from over 16.9 million Advantage Card members, over 1,800 stores, and over 1,300 Boots Beauty specialists, with expert trend analysis and market data.
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.”
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.”
TREND ONE: URL to IRL: BEAUTY WITHOUT BORDERS
- Digitally native beauty brands are quickly gaining viral fame online and making their way to high street stores at unprecedented speeds.
- Demand for international beauty products is surging, with one Korean skincare product selling every 30 seconds at Boots2, and it now represents over a tenth of the Boots’ Everyday Skincare category’s sales.3
- Social media platforms remain popular for product discovery4 but 94% of beauty consumers prefer shopping in-store for cosmetics.5
NEW: Sacheu Stayn Lip Liner, £12; Tirtir Mask Fit Red Cushion Foundation, £25; Laneige Water Bank Gentle Gel Cleanser 250ml, £25, Biodance Bio-Collagen Real Deep Mask, £14.90.
TREND TWO: INTERGENERATIONAL BEAUTY
- The generational flow of beauty advice has reversed, with 39% of parents having taken skincare advice from their children6
- Spending over eight hours a day online7, Gen ‘Zalpha’ are shaping industry trends and influencing purchasing decisions beyond their generational bounds.
- More men are exploring the beauty category, with a 14% increase in men shopping for beauty products at Boots in the last year alone.8
NEW: Boots Ingredients Deep Moisture Spray with Hypochlorous Acid 150ml, £5, Bubble Skincare Tell All Mint Message Minty Lip Balm 4.4g, £9; Liz Earle Superskin Advanced Bi- Phase Brightening Essence 200ml, £25.
TREND THREE: SCIENCE OF SLUMBER: BEAUTY SLEEP ELEVATED
- With tiredness ranking as the highest factor for negatively impacting skin,9 consumers are investing in their night-time routine to unlock their skin’s full potential.
- Driven by trends like #morningshed and #sleepmaxxing on TikTok, consumers are seeking beauty hacks and wellness practices to optimise their beauty sleep.
- No7 scientists and the University of Manchester have discovered novel insights into skin cell rhythms at night, emphasising the importance of supporting skin during sleep.
NEW: AVEDA Botanical Repair™ Strengthening Overnight Serum, 100ml, £42; NEOM Wellbeing Perfect Night's Sleep Pillow Mist, 30ml, £23; Fresh Black Tea Firming Overnight Mask 30ml, £34
TREND FOUR: HIGH/LOW BEAUTY
- Shoppers are investing in classic, luxury staples whilst simultaneously experimenting with fleeting trends and affordable brands.
- More than a third of Boots Advantage Card members shopped both budget-friendly makeup and premium cosmetics in 2024,10 with a 14% YoY increase in premium beauty sales at Boots.11
- 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.12
NEW: Boots Berry Lip Sleeping Mask 20g, £4.50; No7 Pro Artist That’s a Wrap Tubing Mascara 8.5ml, £17.95 Guerlain Terracotta Light The Sun-Kissed Natural Healthy Glow Powder 10g, £47, Prada Beauty Refillable Lip Balm 3.8g, £39.
TREND FIVE: MOODSCAPING: SCENT AS SELF-CARE
- Fragrance is becoming a powerful tool for self-care, mood enhancement and an expression of identity.
- 78% of UK consumers believe that fragrance can improve mental wellbeing,13 highlighting the growing awareness of the mind-body connection.
- Boots Advantage Card data reveals 42% of shoppers bought more than one type of fragrance in a year, as opposed to opting for just one signature scent.14
TOP SEARCHED NOTES ON BOOTS FRAGRANCE FINDER IN 2024: Vanilla, Bergamot, Jasmine.15
NEW: Masion Margiela Replica From the Garden Eau De Toilette 100ml, £120; Soap & Glory Limited Edition Body Butter Cherry Wild 200ml, £7.99; ESPA Refining Skin Polish 55ml, £32 (launching February)
TREND SIX: ENTER THE HEALTH HACKERS
- The 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.16
- An increasing demand for advanced beauty devices led to a 536% spike in sales of LED masks at Boots in 202417.
NEW: The INKEY List Ectoin Hydro-Barrier Serum, £15; Virtue Healing Oil 50ml, £43; Self Glow by James Reed, Sunrise To Sundown Tinted Tan Serum 150ml, £44.
Footnotes:
1Kantar Worldpanel | Total Market | Mass & Premium Beauty Category | 52w/e 9th June 2024 | Number one measured by GB Spend Share %
2Based on Boots sales data 6th October 2024 - 6th January 2025
3Based on Boots sales data 1st January 2024 - 27th January 2025
4Retail Economics: The Power of Social Commerce: Building brands in the Tiktok era, June 2024
5No 7 Beauty Company Global Beauty Study 2024, Cosmetics Category Showcase Base: Base Cosmetics global sample N=4,014
6Kantar Profiles/Mintel (given advice, taken advice) March 2024
7Stylus, Creative Expression in the beauty verse, April 2022
8Based on Boots Advantage Card data 1stJanuary 2024 – 31stDecember 2024vs 1stJanuary 2023- 31stDecember 2023
9No7 Beauty Company Global Beauty Study 2024, Base: Total UK sample N = 6,006
10Based on Boots Advantage Card transaction data 1stJanuary – 31stDecember 2024
11Boots sales for the three months ended 30 November 2024
12Based on Boots sales data 6th October 2024 – 6th January 2025
13Mintel, Make Sense of Scents, Fragrance Industry Trends in 2024 and Beyond
14Based on Boots Advantage Card data 1stJanuary 2024 – 31stDecember 2024
15Based on Boots Fragrance Finder tool data as of 17thJanuary 2025
16No7 Beauty Company Global Beauty Study 2024, Global Debrief. Base: Total Global sample N = 16,675
17Based on Boots sales data 1st Sept-31st Dec 2024 vs 2023 across both instore and online
