Boots has released its fifth annual Beauty Trends Report, revealing six major trends poised to define the beauty industry in 2025. The report, driven by insights from over 16.9 million Boots Advantage Card members, highlights the increasing prominence of digital-first beauty brands, the rise of wellness-driven beauty products, and a growing demand for both luxury and affordable beauty solutions.
The Rise of Digital-First and International Beauty Brands
One of the standout trends identified in the report is the continued rise of digitally native beauty brands. These brands, which are primarily marketed online, are capturing a larger share of the market, with significant demand for international products—especially Korean beauty (K-Beauty) products.
Boots reported a rapid increase in K-Beauty’s popularity, with one Korean skincare product selling every 30 seconds. In fact, K-Beauty now accounts for over 10% of the retailer’s Everyday Skincare category sales. In response, Boots has introduced six new Korean skincare brands this year alone to capitalize on this growing trend.
Moreover, the retailer is also witnessing a surge in demand for Chinese beauty products. Exports from China increased by 32.5% during the first half of 2024, underscoring the growing global appetite for these offerings.
Intergenerational Beauty and Tech-Driven Skincare
In addition to shifting product preferences, the report notes a growing trend of intergenerational beauty advice. According to Boots, 39% of parents now turn to their children for skincare tips, highlighting a greater focus on shared beauty routines across generations.
The demand for advanced beauty technology is also on the rise, with high-tech skincare devices gaining traction. LED masks, for example, saw an astounding 536% increase in sales at Boots in 2024, signaling the growing appeal of devices that promise to enhance beauty routines.
Wellness and Self-Care Trends Gain Momentum
The wellness aspect of beauty is also evolving, with consumers increasingly focused on self-care and lifestyle practices. Notably, sleep and night-time routines have gained considerable attention, driven by greater awareness of the skin’s natural rhythms and the crucial role sleep plays in maintaining healthy skin.
Boots reported an 81% year-on-year increase in searches for “sleep” on its website, reflecting the heightened interest in products that promote better rest. In response, Boots is set to launch an Insomnia Treatment Service later this year to support customers struggling with sleep-related issues.
The Expanding Male Beauty Market
Another emerging trend highlighted in the report is the rise of male consumers in the beauty market. The increase in men shopping for beauty products suggests a broader shift in societal attitudes toward grooming and self-care. This trend, combined with the growing focus on fragrances, points to a more inclusive and diverse beauty landscape.
Expert Insights
Grace Vernon, Boots’ Head of Global Trends and Culture Insights, commented on the rapid evolution of the beauty industry: “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.”
Paul Niezawitowski, Boots’ Beauty Director, also weighed in on the findings: “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.”
Conclusion
As the beauty industry continues to shift and adapt, 2025 promises to be a transformative year. With digital-first brands gaining traction, wellness and self-care taking center stage, and a growing emphasis on inclusive beauty, Boots’ latest report offers a clear snapshot of the trends expected to shape the market in the years to come.
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