Boots has released its fifth annual trends report revealing the top trends set to shape the beauty industry this year.
The health and beauty retailer can determine what’s to come for the industry by combining over 16.9 million Advantage Card members, over 1,800 stores, and over 1,300 beauty specialists with expert trend analysis and market data.
The first trend identified by Boots is the role of online, as digitally native brands are seeing a rise in viral fame and entering high street stores.
Social media is popular for product discovery, but 94% of beauty consumers prefer shopping in-store for cosmetics.
Demand for international beauty products is also rising as one Korean skincare product sells every 30 seconds at Boots.
Intergenerational beauty is another trend, as the data shows 39% of parents have taken skincare advice from their children as Generation Z and Alpha are shaping trends.
There was also a 14% increase in men shopping for beauty products at Boots last year.
Consumers are also exploring wellness, skincare and beauty items for their night-time routines inspired by TikTok videos.
Boots also identified a trend in shoppers engaging with both luxury items and affordable brands.
Over a third of Boots Advantage Card members shopped for budget-friendly and premium cosmetics in 2024.
One product from Boots’ own-brand skincare range sells every two seconds, while premium beauty sales received a 14% year-on-year boost in 2024.
Fragrance was also identified as a “powerful tool for self-care”, as 78% of UK consumers believe that fragrance can improve mental wellbeing.
New technologies and preventative healthcare are also popular, as 78% of consumers think prevention is better than cure and are looking to improve their health.
The retailer also saw a 536% spike in sales of LED masks at Boots in 2024.
Boots beauty director Paul Niezawitowski 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.”
Boots head of global trends and cultural insights Grace Vernon added: “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, ensuring we feel as good on the inside as we look on the outside.”
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