Boots reveals key beauty trends set to shape 2025
Boots has unveiled its fifth annual Beauty Trends Report, spotlighting six key trends expected to dominate the beauty industry in 2025.
Boots has unveiled its fifth annual Beauty Trends Report, spotlighting six key trends expected to dominate the beauty industry in 2025.
The report, fuelled by insights from over 16.9 million Boots Advantage Card members, identifies the increasing influence of digital-first beauty brands, the rise of wellness-driven beauty, and a shift towards both luxury and affordable beauty products.
Among the key findings, digitally native beauty brands continue to rise in prominence, with demand for international products, particularly K-Beauty, soaring.
One Korean skincare product sells every 30 seconds at Boots, and it now represents over a tenth of the health and beauty retailer’s Everyday Skincare category sales. Boots has introduced six new Korean skincare brands this year alone, capitalising on the trend. Demand for Chinese beauty products has also surged, with exports from China increasing by 32.5% in the first half of 2024.
Meanwhile, intergenerational beauty advice is on the rise, with 39% of parents taking skincare tips from their children. The growing demand for advanced beauty devices is also evident, with LED mask sales at the business soaring by 536% in 2024.
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It also noted an increase in men shopping for beauty products, alongside a rising focus on self-care through fragrances.
Additionally, wellness trends are evolving, with consumers prioritising sleep and night-time routines, driven by growing awareness of the skin’s rhythms and the importance of sleep.
Searches for “sleep” on Boots.com increased by 81% year-on-year, and the retailer is set to launch an Insomnia Treatment Service this year to support customers struggling with sleep issues.
Boots head of global trends and culture insights Grace Vernon 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, ensuring we feel as good on the inside as we look on the outside.”
Boots beauty director Paul Niezawitowski added: “Our Beauty Trends Report offers invaluable insights into how the beauty landscape is changing. We’re ready to respond to these trends, offering our customers a range of innovative and diverse products to meet their evolving needs.”
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