The Boots Beauty and Wellness Trends Report 2026 marks the sixth annual industry outlook from the UK retailer and the first to combine both beauty and wellness into a single report. Drawing on nationwide research of 2,000 UK consumers alongside Boots sales and search data, the report outlines six macro trends expected to shape the sector in 2026.
Boots reported introducing more than 400 new cosmetic lines and over 30 new brands in 2025, alongside expanding its wellness range with more than 750 new products. The retailer also launched its own brands, including HABI and Modern Chemistry by Boots, and strengthened its position in Korean beauty with more than 25 K-Beauty brands. Specialist Health and Wellness training has been rolled out to 500 team members across 140 stores, supported by the introduction of dedicated Wellness Zones.
Pursuit of Peak
Consumers are increasingly focused on optimisation across health, beauty and wellbeing. The report highlights growing demand for wearable technology, advanced beauty devices and supplement innovation. Boots recorded a 755 percent rise in searches for “electrolytes” on boots.com year on year, while Gen Z purchases of facial devices increased by 100 percent over the past 12 months.
AI is playing a significant role in purchasing decisions. According to the research, 64 percent of UK adults have used AI search tools to guide beauty purchases in the last six months, and 82 percent are actively seeking personalised solutions. Boots has responded with AI-driven services such as its SmartSkin Checker via Boots Online Doctor.
Project Preservation
Ageing is being reframed from a chronological milestone to a biological process that can be managed proactively. The report states that 80 percent of adults are adopting a preventative approach to beauty routines, while 60 percent prioritise healthy ageing.
Interest in longevity-focused ingredients is increasing. Collagen sales at Boots rose 62 percent year on year, and NAD+ ranked among the top 20 most searched terms on boots.com, with searches up 227 percent year on year. Clinic-inspired skincare and preventative treatments are gaining mainstream acceptance, with 43 percent of consumers reporting that cosmetic “tweakments” are no longer considered taboo.
Research cited from No7 indicates that visible signs of ageing can accelerate by up to 50 percent during a person’s thirties, reinforcing consumer demand for early intervention and protective skincare.
Real-Life Revival
As digital tools become more embedded in daily life, consumers are placing greater value on authenticity and human connection. The report finds that 60 percent of shoppers prioritise brands whose values align with their own, while 54 percent say a compelling brand story influences purchasing decisions.
Founder-led brands and in-store experiences are driving engagement. Forty-six percent of shoppers seek immersive, entertainment-driven retail, and 43 percent report greater trust in companies whose founders are active on social media. Boots continues to support emerging brands through its Boots Ignite accelerator and partnerships such as Breakout Beauty UK.
World Class Beauty
Global influences continue to shape the UK market. Sixty-five percent of consumers reported purchasing a product from an international brand within the past six months.
K-Beauty remains a significant growth driver, with sales at Boots rising fivefold in a year and one skincare product sold every 11 seconds. The launch of K-Hair brands brought new customers into the category. Ingredients such as PDRN, centella asiatica and exosomes are becoming mainstream, while interest is expanding into K-Fragrance and K-Pharmacy.
Other international influences include Indian Ayurvedic practices, Scandinavian wellness rituals and Middle Eastern fragrance traditions, particularly oud-based perfumes.
Chemistry of Joy
Rising stress levels are driving demand for mood-enhancing products rooted in psychodermatology and neurocosmetics. One in two consumers said they would swap their regular beauty products for mood-enhancing alternatives, and 55 percent purchased a beauty collectible or limited edition item in the past year.
Brands are increasingly formulating products designed to stimulate positive neurochemical responses through scent, texture and bioactive ingredients, aiming to influence dopamine, serotonin and GABA pathways. Affordable “micro-treats” and playful product formats are positioned as accessible sources of emotional uplift.
Resilient Routines
Environmental volatility and lifestyle stressors are prompting consumers to build resilience across skin, body and mind. Boots recorded a 400 percent increase in customers purchasing adaptogens.
Nearly half of respondents, 47 percent, have adapted their beauty or wellness routines in response to environmental factors such as pollution and temperature changes. Fifty-seven percent said they would pay more for products offering climate or pollution defence.
Demand for clinical support is also rising. Boots Online Doctor skin services increased by a third year on year in 2025, with acne remaining the most requested service. Around one in three people in the UK are affected by dry eye, prompting the launch of a Dry Eye Evaluation service through Boots Opticians.
Market Outlook
The report concludes that the boundaries between beauty and wellness are dissolving, with consumers seeking holistic, preventative and science-led solutions. Key themes for 2026 include optimisation, longevity, global discovery, emotional wellbeing, environmental resilience and the balance between technological advancement and authentic human connection.
Boots positions itself as both a healthcare provider with more than 175 years of heritage and a leading beauty retailer, aiming to meet evolving consumer expectations through innovation, expertise and curated global brands.
