• Popular trends in beauty include science-backed skincare, exfoliants and K-beauty
• Customer wellness favourites include electrolytes, adaptogens and collagen supplements
• Fragrance has taken on a wellness dimension, with customers opting for mood-enhancing scents
Ashwagandha, AHAs, K-beauty, marine collagen and gut health supplements have been revealed as some of the most in-demand products across beauty and wellness in 2025, according to Boots.
The UK’s leading health, beauty and wellness retailer, which stocks over 700 health and wellness brands and over 500 beauty brands, has analysed search and sales data from across the year to reveal the trends and products most coveted by its customers in 2025.
Grace Vernon, Head of Global Trends & Cultural Insights at Boots & No7 Beauty Company, said:
“Our 2025 Beauty Trends Report called out six key trends - including Beauty without Borders, Enter the Health Hackers and Moodscaping - and we have seen these trends really take hold in 2025, and show clear signs of continuing into 2026.
“As our report outlined, beauty and wellness have never been more intertwined as consumers take a more holistic approach to life. This health hacking trend has resulted in collagen, electrolytes and adaptogens all growing in prominence at Boots this year.
“We also continue to see beauty lovers turn to science-backed, ingredient-led brands for skincare, with a growing influence from the global market with K-beauty solutions remaining popular throughout the year. As we move into 2026, we expect our customers to evolve their increasingly holistic approach to their beauty and wellness.”
2025 beauty and wellness trends and best-sellers revealed:
1. Collagen and ‘inside out’ beauty
Boots customers are seeking holistic support for skincare through vitamins and supplements, with collagen proving the most popular. Searches for ‘marine collagen’ on boots.com saw a 227% increase year-on-year, with collagen sales up by 62%. Customer favourites include Boots Marine Collagen Gummies and Gold Collagen Forte Ageless.
2. Hydration goals
Hydration has continued to dominate wellness conversations in 2025. The hashtag #loadedwater has flooded the internet, with 214 million total views on TikTok. Customers are increasingly looking at how to integrate electrolytes into their daily routines to support their hydration goals, with boots.com searches up 755% year-on-year and one product sold in the category every 14 seconds this summer. Liquid I.V. Passion Fruit continues to be the number one front runner, with products from the newly launched viral brand, Humantra close behind.
3. The good gut
Wellness is considered to start in the gut and is the key to well-functioning all-round health, with products that support this vital organ continuing to be popular among Boots customers. Searches for gut health products on boots.com are up 70% YOY and sales are up 15% YOY. Best sellers include the affordable Boots Good Gut Bacteria Capsules and Symprove Gut Solution Mango and Passionfruit.
4. Adaptogens
Adaptogens, typically derived from mushrooms, emerged as a breakout wellness category in 2025, with ashwagandha searches on boots.com up 722% YOY. Some of the best sellers in the category include products launched under Boots’ exclusive own brand ranges HABI and Modern Chemistry, such as HABI Ashwagandha, HABI Lion’s Mane Gummies and Modern Chemistry Lion’s Mane Capsules. These ingredients are proving popular in skincare as well as supplements, with the Modern Chemistry Hydrating Serum with Niacinamide and Ashwagandha enjoying rave reviews by customers.
5. Science-backed skincare
Boots customers continue to opt for clinically backed formulations with proven claims in their skincare choices, with brands like The Ordinary, La-Roche Posay and No7 among the most popular. The bestselling No7 range at Boots, Future Renew, contains a patent-pending super peptide blend which is proven to reverse visible signs of skin damage, with one product selling every 10 seconds.
6. K-beauty boom
K-beauty continued to take the industry by storm this year. In 2025, Boots sold one K-beauty product every 15 seconds, with Beauty of Joseon Relief Sun : Rice + Probiotics 50ml emerging as the best-seller. This year, Boots also introduced the K-hair category into its Korean product offering with brands like Kundal and Daeng Gi Meo Ri launching in stores and online.
7. Exfoliants lead the glow
Exfoliants took centre stage in 2025 with Alpha Hydroxy Acids (AHAs), like glycolic acid, driving a surge in demand across Boots. Searches for glycolic acid on boots.com rose by 64% over the past year, and The Ordinary Glycolic Acid 7% Exfoliating Toner became the second bestselling premium beauty product. What is most notable is that this exfoliant trend is no longer limited to facial skincare - these ingredients are now reflected in bodycare products too. In response to this shift, new wellness brand from Boots, Modern Chemistry, launched its Glow Body Scrub formulated with glycolic acid (AHA) and salicylic acid (BHA), which is proving popular as it allows consumers to extend their routines to full-body care.
8. Nostalgic and mood-driven scents
As outlined in the Boots Beauty Trends Report 2025, fragrance has become a powerful tool for mood enhancement and an expression of identity, with demand increasing for unique and distinctive scents. 2025 also saw the resurgence of noughties fragrances on the back of surging Y2K trends on social media. The bestselling feminine fragrance this year was Versace Woman Eau de Parfum. This nostalgic fragrance first launched in 2000 and promoted individuality, intelligence and inner confidence.
Responding to the enduring popularity of scent, earlier this year Boots opened its first ever fragrance-only concept store. The Boots Fragrance boutique introduced over 400 new lines, offering a reimagined and sensory-led retail experience with a curated selection of fragrances from luxury labels and niche scents, welcoming an additional 20 brands to its portfolio. The launch of the store has firmly established Boots as Britain’s leading fragrance destination.
9. URL to IRL Cosmetics
Demand for international beauty is surging fuelled by trends on social media – another prediction from the Boots Beauty Trends Report 2025. Responding to this shift, Boots brought viral products from screen to shelf this summer, launching over 400 new lines from globally-loved cosmetics brands to the UK high street. Among them were cult trending brands Catrice, TirTir, Sacheu and SheGlam, names that have dominated social feeds worldwide. As appetite for cosmetics overall continued to grow at Boots, this year’s top three bestselling lines include TikTok favourites Maybelline Lash Sensational Sky High Mascara Shade 01 Black, e.l.f. Power Grip Primer and L'Oreal Paris Setting Spray, Infallible Setting Mist.