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Boots reveals biggest beauty trends for 2023

13 February 2023
News Beauty
  • Boots launches annual Beauty Trends Report revealing six trends set to take the beauty market by storm in 2023.
  • Fuelled by data from 15m active Boots Advantage Card holders, combined with in-house expertise, Boots shares predictions across skincare, cosmetics and haircare.
  • Report launch follows a strong start to the year for Boots in beauty, driven by double-digit growth of premium beauty, skincare, self-selection cosmetics and haircare.

The UK’s leading beauty retailer has launched its annual Beauty Trends Report for 2023. The report reveals six trends Boots predicts will shape the world of beauty this year, from emerging social media trends due to go mainstream, to the evolution of scientific skincare, and the rise of the hybrid shopping experience. The launch follows a strong start to the year for Boots beauty aisles, with double-digit YOY growth across premium beauty, skincare, self-selection cosmetics and haircare.*

Paul Niezawitowski, Beauty Director at Boots said:Throughout 2022 we continued to transform, innovate and improve our offering to give our customers even more exciting reasons to shop for beauty at Boots. In the last year we have launched more than 20 new brands to our portfolio, helping to make beauty more accessible than ever before. We’re seeing the ‘lipstick effect’ take hold, but the effect is proving wider than just lipstick – with sales of cosmetics, haircare and skincare products at Boots rising year on year. I’m proud of the work that we’ve done to establish ourselves as the UK’s best beauty retailer, and 2023 is set to be yet another big year.”

Fuelled by data from 15m active Boots Advantage Card holders, combined with in-house expertise, Boots shares its beauty trend predictions for 2023.

Trend One: Viral Beauty

  • From the hyperfeminine Coquette Aesthetic and pretty-in-pink Barbie-core, to edgy Grunge-inspired looks, Y2K nostalgia and experimental Dopamine Glam – these looks are about to go viral in 2023.

COMING SOON NARS Multiple Stick (£33) launching March 2023

NEW Fenty Beauty Icon Velvet Lip (£24)

Trend Two: Science of Skin

  • Skincare also continues to be popular with Boots customers, with the category seeing its three biggest ever consecutive sales weeks in December
  • In 2023 skincare goals will shift towards maintaining skin health with barrier-bettering ingredients such as peptides, ceramides and lipids – with searches for ‘peptides’ up by a third on
  • Hydrating hero hyaluronic acid and rejuvenating retinol were both amongst the top searched skincare ingredients on in 2022 and will remain firm favourites into 2023.

NEW Grown Alchemist Detox Serum (£46)

NEW The Ordinary Multi Peptide Eye Serum (£19.90)

NEW MAC Hyper Real Fresh Canvas cleansing oil (£36)

Trend Three: Glow Getter

  • Fresh-faced, glowing skin is back for 2023 and interest in ingestible beauty is on the rise too, with searches for ‘beauty vitamins’ up by 2170% on
  • Serum concealers will be the next glow-giving makeup bag essential, with sales of serum infused cosmetics at Boots soaring by 85% last year.

NEW Liz Earle Revitalise & Glow Illuminating Moisturiser (£28)

NEW Boots Vitamin C PRO Brightening Booster Serum (£6)

NEW Filter by Molly-Mae Tanning Drops (£25)

COMING SOON Drunk Elephant Bound Bright Facial Launching April 2023 [embargoed until 1 March 2023]

COMING SOON Boots Glow Illuminating Mist Launching April 2023

Trend Four: Savvy Beauty

  • The rise in living costs will influence how customers shop for beauty in 2023, with savvy shoppers on the hunt for hidden gems and affordable finds – the self-selection cosmetics category at Boots (including affordable and mass market brands such 17, Rimmel, NYX Makeup and Maybelline) saw a 20% increase in sales last year.
  • With over 1,300 offers and promotions available at Boots each month, in 2022 ‘Price Advantage’ (where Boots Advantage Card holders get access to lower prices) ranked as the top search term on the whole of
  • The affordable Boots own-brand skincare range was the best-selling mass skincare brand at Boots in 2022, with one product selling every three seconds throughout the year. 

COMING SOON Revolution Super Base Vitamin Base Primer (£10)

17. Limited Edition Pinks Eyeshadow palette (£5)

Maybelline Lifter Gloss Plumping Hydrating Lip Gloss (£8.99)

Trend Five: Hybrid High Street

  • In 2023, customers are settled into post-pandemic hybrid-lifestyles – with over 250,000 customers shopping beauty at Boots every single week, a seamless online/offline shopping experience is key. 
  • With over 150 reinvented beauty halls in Boots stores across the UK customers are steadily returning to high streets, and by the end of 2022 beauty spend in-store at Boots almost matched pre-pandemic levels.

Trend Six: The Mane Event

  • Haircare is evolving, and with a 1,146% increase in searches for ‘haircare’ on over the last year it is becoming a bigger priority than ever before.
  • Trends that began in skincare are revolutionising the haircare category in 2023, from enhancing wash-day routines to advanced styling tools and personalised products.

NEW L’Oréal Paris Elvive Bond Repair Rescue Pre-Shampoo (£14.99)

COMING SOON Coco & Eve Miracle Hair Elixir (£28.90) Launching 20February 2023

COMING SOON Function of Beauty Launching 20February 2023


*Based on Boots UK revenue data 01 January 2023-31 January 2023 vs. 1 January 2022 vs 31 January 2022. 


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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