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Viral Beauty micro-trends for 2023 from Boots beauty experts

21 February 2023
News Beauty

Boots recently launched its 2023 Beauty Trends Report highlighting the top six trends we expect to see this year, as selected by our in-house beauty experts. Trend one is Viral Beauty and showcases five emerging micro-trends we’ve spotted on social media that are set to explode in the coming months.

Trend one in this year’s Beauty Trends Report focuses on Viral Beauty, showcasing how the ever-shifting beauty industry is increasingly being driven by the hottest beauty tips from TikTok, Insta and elsewhere online.

Grace Vernon, Head of Global Trends & Cultural Insights, Boots & No7 Beauty Company, explores five emerging, micro-trends set to take social media by storm - here’s what’s about to go viral in 2023.

Grace said: “Social media platforms are well-known for their revolving door of viral beauty trends. Sometimes the effects are short lived, with just a momentary jump in searches or spike in sales, but others are the product of a much bigger cultural shift. We’ve predicted some emerging trends we think have the potential to stand the test of time and shift from micro to macro - watch this space!”

Coquette Aesthetic

Blush is already having a moment with sales of blush palettes at Boots increasing by 112.5% last year.1 And with inspiration from celebs such as Lana Del Rey (who’s due to release her next album in March), and TV shows such as Netflix’s Bridgerton (with its highly anticipated third series landing later this year), we predict this trend will be blowing up this spring.

To get the look, swipe the NARS Multiple Stick or XX Revolution Balm Blush (coming soon!) across the cheeks for a subtle flush, and finish with Sleek Natural Wispy Lashes for a soft flutter.

Y2K Nostalgia

With over 415m views on TikTok already,2 look out for the return of 90s-inspired butterfly haircut with its combo of short and long layers, as well as frosted eyeshadow and glossy, lined lips.

Last year, nostalgic makeup brand, 17 made a triumphant return, quickly establishing itself as the biggest Boots cosmetics brand, after No7. Try 17. Eye Pigment Quick Stick in ‘Ice Blue’ for the ultimate cool-toned lids and complete the Y2K aesthetic with 17. Lacquer Gloss in shade ‘Glitter Nude’.


With #alternativemakeup already amounting over 75.2M views on TikTok,3 thick black eyeliner, chunky lashes and statement dark lips will take over our feeds. Use NEW No7 4D Lift & Curl Mascara to achieve buildable, chunky lashes and accompany with NEW Fenty Beauty Icon Velvet Lip in shade ’Breadwinner’ to really nail this edgy trend.


With the much-anticipated Barbie film, starring Margot Robbie, due for release in July and Pantone announcing ‘Viva Magenta’ as 2023’s ‘Colour of the Year’, it’s clear that hot pink is IN!

Create a Barbie-approved lip with the NEW Kylie Velvet Lip Kit in ‘Say No More’ or paint the town pink with NEW Mylee Builder Gel in ‘French Rose’.

Dopamine Glam

A splash of colour never hurt anyone – and we’re embracing the beauty rainbow in 2023 with mood-boosting, playful makeup.

Experimentation is key to nailing this trend, with Google searches for ‘green lipstick’ already up 43.5% YOY.Try NYX Professional Makeup Smooth Whip Matte Lip Cream in shade ‘Blankie’.

And don’t forget the feel-good tools – coming soon to Boots, Real Techniques Nectar Pop So Jelly Eye Set is perfect for statement-making eye looks.


1. Boots UK sales data by volume (1st Jan 2022-27th Nov 2022 vs. 1st Jan 2021-27th Nov 2021)

2. Source: TikTok Global, January 2023 

3. Source: TikTok Global, January 2023  

4. Source: Spate UK, as of 27th January 2023


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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