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Boots reveals Beauty & Wellness Trends Report 2026; a deep dive into the key trends set to shape the industry in the year ahead.
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The report is fuelled by exclusive data from over 17 million active Boots Advantage Card holders, combined with in-house expertise and analysis.
- The launch coincides with 20 new beauty and wellness brands joining Boots’ line-up.
Boots, the UK’s favourite beauty retailer1, releases its sixth annual Trends Report today. Using exclusive data from over 17 million active Boots Advantage Card holders combined with in-house expertise and analysis, the report reveals the biggest trends set to shape the industry in the year ahead.
Bringing both beauty and wellness insight together for the first time, the report reveals that wellness is now firmly embedded in consumers’ routines; with 40% viewing it as essential to their beauty regime2 and 84% saying they look better when they feel well3. The launch also coincides with the arrival of 20 trending new beauty and wellness brands at Boots, reflecting the growing shift towards holistic, health‑focused beauty.
Grace Vernon, Head of Boots Ignite, Foresight & Trends at Boots said: “In 2026, you won’t be able to talk about beauty, without talking about wellness. The boundaries between looking good and feeling good are not just blurring but dissolving entirely.”
“It’s an incredibly exciting time: the pace of innovation continues to accelerate, with more trends, brands, products and ideas than ever before. At the same time, consumers are becoming increasingly educated, informed and curious, not just about what’s new, but what actually works for them and will elevate their routines accordingly. In response, we’re blending our health expertise with beauty-know-how in a way only we can at Boots.”
After seeing double-digit growth across both its wellness and beauty categories in the last two years, Boots has expanded its brand line-up to meet rising customer demand. New arrivals span innovative wellness names such as Kind Patches, Loop, Nourished and Alyve; international beauty brands Dr Reju-All, &Honey, Laka and Korres; and fresh launches from bestselling favourites No7, Habi, La Roche Posay, The Ordinary and Cetaphil. Helping shoppers discover the next big thing, Boots is bringing social-first and founder-led brands in-store, including One/Size, Mirror Water and WavyTalk, alongside high-street exclusives Sult, ByEllie and Equi London.
The Boots Beauty & Wellness Trends Report 2026 can be viewed here, with an overview of the six trends below.
TREND ONE: PURSUIT OF PEAK
Beauty and wellbeing routines are supercharged by new technologies, elevating the everyday to ensure totally optimised living.
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Tech-powered optimisation is going mainstream: innovation in wearable wellness devices is accelerating demand for self-improvement as beauty tech booms.4
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AI and personalisation reshape how people shop, with 64% of UK adults now using AI search tools to guide beauty purchases, and 82% actively seeking personalised solutions.
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A rising demand for attainable wellness alongside a 755% rise in searches for electrolytes on boots.com5 fuelled launch of Wellthy by Boots – a new own-brand range focussing on simplified wellness solutions designed to fit effortlessly into everyday life.
NEW: Wellthy Smooth Blueberry Daily Hydration+ Rest & Restore Electrolyte (12 sachets), £7; Loop Dream Lilac Earplugs, £44.95; Kind Energy Patches, £12; Sult Electrolyte Variety 15 Pack, £31.
TREND TWO: PROJECT PRESERVATION
A holistic approach to ageing is the new gold standard, as consumers focus on extending youth by future-proofing their health.
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60% of consumers report healthy ageing is top priority, whilst 80% of adults are adopting a preventative approach to their beauty routines, prioritising consistent, long-term care and maintenance over reactive solutions.6
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New research from No7 found the thirties are a pivotal decade as visible aging accelerates by up to 50%7 - with 80% of people in their 40s regretting not using skincare earlier8.
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As ageing is reframed as modifiable, 43% of consumers no longer view ‘tweakments’ as taboo, alongside a marked rise in ‘treatment tourism, ‘brotox’ and clinic-inspired skincare.
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Collagen sales are up 62% YOY at Boots9, as searches for ‘marine collagen’ on boots.com grew 277% YOY with collagen among the top 20 most searched-for items10.
NEW: Equi London Rewind Edition, £32; No7 Future Renew Neck & Décolletage Serum 50ml, £44.95; Numbuzin No.9 NAD Collagen Under Eye Patches, £14; SWIISH Glow Marine Collagen Peptide Powder, £49.95.
TREND THREE: REAL LIFE REVIVAL
In an increasingly digital world, consumers are craving connection and brands with personality are beating the algorithm.
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Founder‑led and personality‑driven brands are winning trust, with 60% of consumers prioritising brands whose values align with their own, and 43% trusting companies more when founders are active on social media.
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Real expertise is reshaping influence, as consumers turn to MUAs, dermatologists, trichologists and founders. A third follow beauty experts on social media, and a third have acted on their advice.
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Shopping has become the new experience economy as 46% of shoppers seek immersive, entertainment-driven retail, including pop-ups, collabs and community building events.
NEW: Floral Street Enchanted Masquerade for Bridgerton Eau de Parfum 50ml, £78; One/Size Powder Melt Glass Setting Spray, £34; ByEllie Brow Texture 12ml, £15.99.
TREND FOUR: WORLD CLASS BEAUTY
Global trends and international brands are surging as consumers seek out the best the world can offer.
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UK consumers are embracing global trends, with 65% purchasing products from an international brand in the past six months.
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K-Beauty is accelerating fast at Boots, with a fivefold increase in sales and a Korean skincare product selling every 11 seconds last year11. The category is set to expand into new areas in 2026, including K-Fragrance, K-Haircare and K-Pharmacy.
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Global influences are transforming Brit’s routines, from Ayurvedic-inspired I–Beauty and Scandinavian wellness rituals, to the rise of regional ingredients like Japanese raw honey and Middle Eastern oud.
TREND FIVE: CHEMISTRY OF JOY
Consumers seek emotional uplift through chemical reactions: psychodermatology, neurocosmetics, and micro-moments of joy.
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Beauty and wellness become tools for mood-regulation: emerging psychodermatology and neurocosmetics is using sensory cues to activate the skin-brain axis – with 1 in 2 people willing to swap their go-to beauty products for mood-enhancing alternatives.
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Play and sensorial formats are redefining beauty, as whimsical design, transportive scent and collectibles culture drive demand, with 55% of consumers purchasing a beauty collectible or limited edition in the past year.
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A shift toward authentic, relatable wellbeing is taking hold as consumers embrace brands and rituals that reflect real life, supporting care and recovery over airbrushed ideals.
TREND SIX: RESILIENT ROUTINES
Beauty and wellness regimes are adapting to help build resilience mentally, physically and dermatologically.
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Stress regulation is becoming a core focus of modern routines, with consumers opting for adaptogens such as ashwagandha and ginseng, and nootropics like L-theanine, magnesium and lion’s mane. Boots noted a 400% increase in customers buying adaptogens YOY.12
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Volatile environments are fuelling demand for protective beauty as people adapt to shifting temperatures, pollution and UV levels; with 57% willing to pay more for products offering climate/pollution defence and UV-index content surpassing 315M views on TikTok.
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Skin stability is front of mind, with 47% of consumers adapting their routine due to environmental factors, and flare-ups reported linked to temperature changes, pollution and high pollen.
