The beauty industry is evolving at an unprecedented pace, shaped by digital influence, shifting consumer priorities, and the growing intersection of beauty and wellness. Recently, the British beauty retailer Boots released the Boots Beauty Trends Report for 2025, fueled by data collected from the 16.9 million Boots Advantage Card customers and analyzed by in-house expert trend analysts. The report uncovered the biggest trends set to take over the beauty industry this year.

From the rise of viral beauty brands moving from online platforms to physical stores, to the increasing influence of Gen Alpha in skincare, and the growing demand for high-tech beauty solutions, these trends reflect how modern consumers are redefining their approach to beauty. As shoppers seek a balance between affordability and luxury, self-care and self-expression, brands must adapt to meet their evolving expectations. BeautyMatter outlines the key findings. 

URL to IRL

It is no surprise that social media platforms such as Instagram and TikTok remain popular for product discovery despite the turbulence TikTok faced earlier in the year. However, the report states that 94% of beauty consumers prefer shopping in-store for cosmetics. As a result, brands that have launched and grown online are finding viral fame quickly and breaking into high-street stores. Makeup brand Made By Mitchell, received millions of views on TikTok before launching products on TikTok Shop. In July 2024, the brand launched in 95 Boots stores across the United Kingdom, moving from online availability to having a physical counter in stores. Additionally, the brand will be making its debut in the US this summer through a yet-to-be-disclosed retailer. 

The report also outlined a demand for international beauty products being stocked in popular retailers and drugstores. In particular, Korean beauty (K-beauty) is seeing a surge in-store for its innovative formulas and emphasis on natural glowing skin. Boots revealed that one Korean skincare product sells every 30 seconds in its physical stores, with K-beauty brands now representing over a tenth of the Boots’ Everyday Skincare category’s sales. Boots now shelves viral K-beauty brands, including Anua, Haruharu, Beauty of Joseon, and Dr.Jart+. 

Intergenerational Beauty

The generational flow of beauty advice has flipped. Boots revealed that 39% of parents are learning and taking advice from their children when it comes to skincare. Gen A is predicted to have an economic footprint of $5.46 trillion by 2029 (almost as much as Gen Z and millennials combined); their influence is ever-growing. 

Additionally, NielsenIQ reports that households with tweens or teens accounted for 46% of the growth in the facial skincare category in 2023. The rise of younger consumers in beauty can be attributed to social media, particularly TikTok, which has over 1 billion active monthly users, 36% of which are between the ages of 18 and 24. Gen Zalpha spends over eight hours online daily and subsequently shapes the industry’s trends, holding a significant influence in purchasing decisions beyond their generational bounds. Beauty products have become a collectable item for Gen A and, with that, they have become skincare experts in their own right. Beauty brands are becoming more transparent, and ingredient properties have become consumer knowledge, making the reversal of generational knowledge inevitable.

The Male Gaze

A 14% increase in men shopping for beauty products in Boots in the last year alone was noted in the report. The global men’s skincare market has steadily expanded, and the global market for men’s grooming products is expected to be worth $5.29 billion by 2027. The shift in the notion of masculinity is a result of social media prevalence, celebrity, and pop culture promoting the idea that self-care should be embraced, explaining the surge in men looking for more grooming solutions and products.

Science of Slumber

The report reveals that tiredness ranks as the highest factor negatively impacting skin health, and as a result, consumers are investing in nighttime routines to unlock their skin’s full potential. Driven by TikTok trends "#morningshed" and "#sleepmaxxing," consumers seek beauty hacks and wellness practices to optimize their beauty sleep. According to Mintel’s US Sleep Health Market Report 2024, consumers today are more attuned than ever to the relationship between sleep and overall well-being; nearly three-quarters of US consumers believe sleep is important to their overall health. Several brands are cashing in on the trend, with some even going as far as to appoint board members to tackle the category. Recently, Estée Lauder appointed British scientist and sleep expert Dr. Matthew Walker as its first Global Sleep Advisor. 

High/Low Beauty

Shoppers are investing in classic luxury staples while experimenting with fleeting trends and affordable brands. More than a third of Boots Advantage Card members filled their baskets with both budget-friendly makeup and premium cosmetics in 2024, with a 14% year-over-year increase in premium beauty sales at Boots. According to Bain & Company, global luxury spending in 2024 reached €1.5 trillion ($1.6 trillion). Beauty products, specifically fragrances, are growing in popularity, offering a small indulgence in return for longevity and quality. 

Consumers seek budget-friendly beauty to help their money stretch further, with one product from Boots own-brand skincare range selling every two seconds. With Boots products as inexpensive as £1.50 ($1.95) for face wash or eye cream, the brand’s line is the least expensive available option in store and online. The trend of less spending and overall consumption can be seen throughout the industry, as seen in January TikTok trends—such as "#projectpan," which encouraged viewers to use their preowned products till they reach the pan (or run out) in a bid to slow overconsumption and spending. Further, TikTok saw a rise in creators using and recommending drugstore haircare over their more expensive luxury haircare alternatives. When it comes to consuming luxury over a drugstore, it is not necessarily because of the name or price tag but rather the longevity and effectiveness of the product itself. 

Moodscaping: Scent as Self-Care

Fragrance has become a powerful tool for self-care, mood enhancement, and an expression of identity. The report outlined that 78% of UK consumers believe fragrance can improve mental well-being, highlighting the growing awareness of the mind-body connection. The phenomenon dubbed as "neuroscents" is the trend of consumers wanting smells scientifically proven to arouse a feeling of happiness or calmness. This goes further than perfume, with skincare being scented similarly. 

Boots Advantage Card data reveals that 42% of shoppers bought more than one type of fragrance in a year, as opposed to opting for just one signature scent. Perfume can provide self-expression without visibility, and consumers are craving self-expression through their beauty and wellness routines. 

Kelly Kussman, founder and CEO of fragrance house Cayla Gray, predicted bedtime scents would be a rising trend for 2025 as mood-boosting perfumes become more sought. Kussman told Beauty Matter, “Starting the day with one scent and winding down with a completely different calming bedtime fragrance will become more popular.”

Enter the Health Hackers

Healthcare and aesthetics industries are emerging with med spa-inspired technologies and “rejuvenation” practices that are set to continue influencing beauty routines. The report's data shows that 78% of consumers believe prevention is better than finding a cure and are actively seeking to improve their health. 

An increasing demand for advanced beauty devices led to a 536% spike in sales of LED masks at Boots in 2024, suggesting the beauty industry has entered a new tech era. The merge of beauty and health and technological advances in healthcare indicate lots of potential crossover as consumers crave deeper knowledge and predictive insight on their skin care needs. The shift from beauty to wellness is reflected in retail; American retailer Ulta Beauty has added brands such as Apothékary, a powdered herbal blend, as well as tinctures, as an alternative to alcohol to its shelves. Further, in 2024 Target introduced 1,000 wellness products, with exclusive brands and items.