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Boots Reveals Beauty Trends Report 2024

17 April 2024
News Beauty
  • Boots launches its annual Beauty Trends Report revealing the key beauty trends set to dominate in 2024 and beyond 
  • Fuelled by data from over 16 million active Boots Advantage Card holders, combined with in-house expertise across beauty and wellness 
  • The report comes as Boots celebrates milestone anniversary, marking 175 years at the forefront of health and beauty on the high street

Boots, the UK’s leading beauty retailer, has launched its Beauty Trends Report for 2024. With over 16 million active Advantage Card members, 2,500 Beauty Advisors talking to customers every day and over 2,000 stores nationwide, Boots is uniquely placed to curate customer data and insights to pinpoint the biggest consumer trends. Boots’ Beauty Trends Report 2024 reveals the five macro-trends it predicts will shape beauty and wellness this year, including the evolving role of the beauty expert and the rise in sensorial and bio-enhanced beauty.   

Paul Niezawitowski, Beauty Director at Boots, said: “We are excited to reveal the biggest trends expected to shape the beauty industry over the 12 months, against the backdrop of another transformative year for beauty at Boots. In 2023 we added 49 new beauty brands to our portfolio, adding to the 500 beauty brands already available. As well as launching the ground-breaking No7 Future Renew skincare innovation, we also unveiled the ultimate beauty playground, Boots Beauty store, at Battersea Power Station. This year, we are launching our annual Beauty Trends report as we celebrate a milestone anniversary for Boots, marking 175 years at the forefront of beauty trends, innovative product development and high street firsts.” 


  • Bold colour and playful texture make a comeback as representation of individual style.  
  • Beauty regimes are playing an important role as an enabler of joy through self-expression and experimentation, particularly amongst Gen Z.1 
  • Brands are introducing sensorial textures and experimenting with different formats such as jellies and foams, and even colour-changing cosmetics.  

NEW TO BOOTS Milk Makeup, including the viral Milk Cooling Water Jelly Tint. 

NEW NYX Professional Makeup Duck Plump Lip Clear Plumping Gloss (£10.50) 

NEW AND EXCLUSIVE 17. Mood Lip Oil (£4.50) 

NEW L’Oréal Paris Elvive Glycolic Gloss 5 Minute Lamination Treatment for Dull Hair 200ml (£15.99)  


With over 61 million views on TikTok there is a resurgence of colour-adaptive makeup products that react to the wearer’s individual pH levels to create a tailor-made shade. 

NEW PIXI On the glow Blush pH Reactive Cheektone (£18) 

COMING SOON Soap & Glory Spectacu-Lips pH Lip & Cheek Glow Oil (£12.99). Launching May 2024. 



  • The narrative around aging is shifting as consumers focus on keeping their skin healthy for longer.  
  • “Longevity” has been tipped as beauty’s biggest buzzword for 2024 as beauty consumers look for ways to make smart choices today so they can reap the benefits of skin health in the future. 
  • Shoppers are actively looking for products to prolong the longevity of their skin with searches for ‘skin repair’ increasing by a third on over the last 12 months.2 
  • Retinal will be the new ingredient-to-watch, with Google searches for ‘Retinal’ increasing 73% in the last year.3 

NEW AND EXCLUSIVE The Ordinary Retinal 0.2% Emulsion Serum (£15.20) 

COMING SOON 47 Skin – a brand fuelled by skin positivity, offering a range of anti-blemish and scar repair skincare containing a unique ‘Silver Chitoderm’ formula.  Launching July 2024. 

COMING SOON Boots Online Doctor Skin Aging and Hyperpigmentation Service. Launching summer 2024 



  • Beauty is more than skin deep as the connection between beauty regimes and health is growing.   
  • Themes around protection, prevention and nurturing the internal to boost elements of the external are emerging, with a growing recognition that health is ultimately reflected on the surface. 
  • More people are including vitamins and supplements as part of their daily regime, with an 18% increase in sales of beauty vitamins at Boots in the last year.4  
  • There is a growing recognition of the link between gut health and skin health – at Boots the gut health category has grown 16% year on year.5  

NEW AND EXCLUSIVE Liquid I.V. for more effective hydration than just water alone.  

COMING SOON Megababe – solution driven products for happy, healthy skin. Launching April 2024 

NEW Boots Good Gut + Immunity Support Extra Strength (£22.50).  

TRY Dirtea Beauty Shroom Tremella - 60g (£49.99) 



  • Many brands are taking a gentler approach to beauty as scientists bio-engineer products that harness the power of nature.  
  • A rise of allergies and sensitivities across the population is driving this trend, with searches for ‘sensitive skin’ and ‘natural skincare’ both showing a significant increases year-on-year on  
  • ‘Natural skincare’ was the top claim within UK launches across the facial skincare category in the last three months of 2023.6 

TRY Liz Earle Superskin™ Advanced Nourishing Cleansing Balm 100ml (£39) 

TRY OUAI Scalp Serum 60ml (£48) 

NEW AND EXCLUSIVE Boots Natural Collection is back with a clean new look and fresh formulations. Every product in the new range of over 100 cosmetics is vegan, cruelty free approved and made from 90% natural ingredients. The range is made from recycled materials and every product is accessibly priced at £5 or under. Launching exclusively at Boots on 9 April 2024. 

NEW Boots has been approved by Cruelty Free International’s Leaping Bunny Programme across its entire Boots own-brand cosmetics range including over 500 beauty, skincare, personal care and grooming products – this is the biggest range of Leaping Bunny approved beauty products on the UK high street. 



  • In an ever-growing beauty market, the value of trusted advice has never been higher.  
  • With more choice than ever, consumers are increasingly seeking recommendations from professionals and qualified experts. 
  • A recent Skincensus survey from No7 reveals over half of customers claim shopping for skincare is confusing.7 

TRY CeraVe AM Facial Moisturising Lotion SPF 50 for Normal to Dry Skin (£16.50) 

TRY No7 Derm Solutions™ 100-Hour Hydration Cream, 50ml (£22.95) 

NEW Developed in conjunction with leading dermatologist Dr Justine Hextall, Boots will offer dermatological training to over 4,000 of its pharmacists across the UK.  A total of 64,000 hours of training will be made available this summer, enabling pharmacists to offer advanced clinical skincare advice for free, without the need for an appointment.  

NEW A new Dermatological Skincare hub is now available on offering a wealth of free advice and educational content across all areas of skincare. Find information about skincare ingredients and their suitability for different skin types and conditions, or discover products either developed, tested or recommended by dermatologists.


Boots Beauty Trends Report 2024    


What’s new at Boots? Find out the latest updates from the UK’s largest pharmacy-led health and beauty chain – from new products and services to important business developments.



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Boots is the UK’s leading health and beauty retailer with over 52,000 team members and 2,100 stores, ranging from local community pharmacies to large destination health and beauty stores.*

Boots serves its customers and patients for life as the leading provider of healthcare on the high street and the UK’s number one beauty destination. It offers an unrivalled depth and breadth of products, which incorporates its extensive own brand range and innovative portfolio of brands, including No7, the UK’s No1 skincare brand, Soap & Glory, Liz Earle Beauty and Sleek MakeUP.

2024 marks Boots’ 175th anniversary year. Founder John Boot opened a herbalist store in Nottingham in 1849 to offer an affordable alternative to traditional medicines. His son Jesse expanded the business to become a modern retailer and the biggest chemist in Britain. Throughout its history, Boots has listened, learned and innovated, and it continues to challenge itself to improve its products and services every day.

Boots is part of Walgreens Boots Alliance, which is a global leader in pharmacy-led, health and wellbeing retail.  More company information is available on

*Figures accurate as of 30 November 2023