Boots has released its Beauty Trends Report 2025, revealing six key movements set to influence the industry in the year ahead.
Based on insights from more than 16.9m Boots Advantage Card members and expert market analysis, the report highlights the evolving priorities of beauty consumers.
This ranges from sleep-optimised skin care to the blending of budget and luxury products.
Grace Vernon, Head of Global Trends and Cultural Insights at Boots and No7 Beauty Company, said: “Beauty is evolving at an unprecedented pace.
“In 2025, it is about investing in both our present and future selves, ensuring we feel as good on the inside as we look on the outside.”
1. URL to IRL: beauty without borders
Among Boots’ big trend predictions is URL to IRL, which sees digitally native beauty brands transitioning from viral success to high street shelves.
Demand for international products is accelerating, with one Korean skin care product selling every 30 seconds at Boots.
Despite social media’s role in product discovery, the report found that 94% of beauty consumers still prefer shopping in-store.
2. Intergenerational beauty
Younger generations are shaping beauty habits across all age groups, with 39% of parents admitting to taking skin care advice from their children.
Spending more than eight hours a day online, Gen Z and Gen Alpha are not only setting trends but influencing purchasing decisions across demographics.
The report also highlights a notable rise in male beauty shoppers, with a 14% year-on-year increase at Boots.
The company said this reflects the widening appeal of beauty products beyond traditional demographics, as men increasingly invest in skin care and grooming.
3. Science of slumber: beauty sleep elevated
The growing importance of night time skin care is highlighted in the science of slumber, with tiredness ranked as the biggest factor negatively impacting skin.
Social media trends such as #sleepmaxxing encourages consumers to refine their evening beauty routines.
As a result, brands are expanding their overnight treatment offerings.
Boots has introduced new sleep-focused beauty solutions, from strengthening serums to aromatherapy mists designed to promote rest and repair.
4. High/low beauty
Consumer spending patterns are shifting, with high/low beauty reflecting the way shoppers mix premium and budget-friendly products.
More than a third of Boots Advantage Card members purchased both high-end and affordable beauty in 2024, while sales of premium cosmetics at Boots increased by 14% year-on-year.
At the same time, consumers are seeking cost-effective beauty solutions, with one Boots own brand skin care product selling every two seconds.
This dual approach allows shoppers to invest in luxury staples while experimenting with trend-led, budget-friendly alternatives.
5. Moodscaping: scent as self-care
Fragrance is becoming an essential part of self-care, with moodscaping highlighting the growing demand for scents that enhance wellbeing.
78% of UK consumers believe fragrance can improve mental wellbeing, according to Boots’ research.
Meanwhile, data from the Boots Fragrance Finder reveals that shoppers are moving away from a single signature scent in favour of a more personalised, mood-based fragrance wardrobe.
Among the most searched for fragrance notes in 2024 were vanilla, bergamot and jasmine, reflecting a preference for warm, comforting and uplifting scents.
6. Enter the health hackers
The convergence of beauty and advanced technology is accelerating, with health hackers highlighting the demand for preventative skin care solutions.
A focus on ‘prejuvenation’, investing in skin health early to delay visible ageing has driven a surge in interest for at-home beauty devices, with LED mask sales at Boots up 536% last year.
With 78% of consumers prioritising prevention over cure, brands are responding with skin care innovations inspired by medical aesthetics, offering professional-grade treatments that can be used at-home.
Reflecting these trends, Boots has announced a series of product launches across skin care, fragrance and beauty technology.
New arrivals include The Inkey List Ectoin Hydro-Barrier Serum, Prada Beauty Refillable Lip Balm, Boots’s Berry Lip Sleeping Mask and Maison Margiela Replica From the Garden Eau De Parfum.
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