Boots has released its fifth annual Beauty Trends Report, which outlines the six biggest trends set to shape the beauty industry in the year ahead.
The insights come from analysis of the retailer’s 16.9 million Advantage Card members, over 1,800 stores, and more than 1,300 Boots Beauty specialists.
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.”
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 Boots, and it now represents over a tenth of the Boots’ Everyday Skincare category’s sales.
- Social media platforms remain popular for product discovery but 94% of beauty consumers prefer shopping in-store for cosmetics.
TREND TWO: INTERGENERATIONAL BEAUTY
- The generational flow of beauty advice has reversed, with 39% of parents having taken skincare advice from their children.
- Spending over eight hours a day online, 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.
TREND THREE: SCIENCE OF SLUMBER: BEAUTY SLEEP ELEVATED
- With tiredness ranking as the highest factor for negatively impacting skin, 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.
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, with a 14% YoY increase in premium beauty sales at Boots.
- 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.
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, highlighting the growing awareness of the mind-body connection.
- Boots Advantage Card data reveals that 42% of shoppers bought more than one type of fragrance in a year, as opposed to opting for just one signature scent.
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.
- An increasing demand for advanced beauty devices led to a 536% spike in sales of LED masks at Boots in 2024.
Grace Vernon, Head of Global Trends and Cultural Insights at Boots and No7 Beauty Company, commented: “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.”
NAM Implications:
- Looks like a time of rapid and unprecedented change in beauty categories.
- In which case, opportunities for those more responsive to change…
- Therefore taking these trends at face value…
- …and making line-by-line comparisons…
- …has to give you a possible competitive advantage?
