​Boots has revealed the biggest beauty trends of 2024, according to search and sales data

The health and beauty retailer revealed that superfoods, Korean skincare, magnesium supplements and lip balm were among the top trending and most sought after products of 2024.

Korean skincare, popular for its cutting-edge style and unique natural ingredients, was well in demand and Boots added 10 new brands across the category including Laneige, Beauty of Joseon, Anua, Skin1004 and Haru Haru Wonder.

Blush and lip balms came out as the top cosmetic products, as searches for blush on Boots.com increased by 155% this year, while Google searches for lip balm averaged 240,000 a month.

Due to demand, Boots launched its £3 glossy lip balm and has seen one lip balm sold every 30 seconds since launch.

Across haircare in 2024, shampoo was the most searched on Boots.com, as well as a huge focus on scalp health as Google searches for scalp serums averaged 30,000 a month. 

Overall, searches for beauty supplements this year saw a 15% annual increase as customers searched for superfoods including super-greens and mushrooms.

Gut health was an important category for customers, as sales of this category grew by 15% year on year, while Boots’ magnesium supplements priced at £3.25 was a “customer favourite”. Volume growth in magnesium supplements, lotions and spray formats increased by 50% annually.

Hyaluronic Acid was the most searched skincare ingredient online at Boots, and skincare brand Bubble was rolled out to over 380 of the retailer’s UK stores this year. Bubble’s slam dunk hydrating cream moisturiser priced at £16 was the best-selling product from the brand this year.

Sun cream and eye cream were amongst the most searched for skincare items, and Boots expect skin health to remain a “key focus” for customers in 2025.

Boots and No7 head of global trends and cultural insights Grace Vernon 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.”