Boots has launched its Beauty Trends Report for 2024. With over 16 million active Advantage Card members, 2,500 Beauty Advisors talking to customers every day and over 2,000 stores nationwide. Boots’ Beauty Trends Report 2024 reveals the five macro-trends it predicts will shape beauty and wellness this year, including the evolving role of the beauty expert and the rise in sensorial and bio-enhanced beauty.
Paul Niezawitowski, Beauty Director at Boots, said: “We are excited to reveal the biggest trends expected to shape the beauty industry over the 12 months, against the backdrop of another transformative year for beauty at Boots. In 2023 we added 49 new beauty brands to our portfolio, adding to the 500 beauty brands already available. As well as launching the ground-breaking No7 Future Renew skincare innovation, we also unveiled the ultimate beauty playground, Boots Beauty store, at Battersea Power Station. This year, we are launching our annual Beauty Trends report as we celebrate a milestone anniversary for Boots, marking 175 years at the forefront of beauty trends, innovative product development and high street firsts.”
TREND ONE: BEAUTY BOOSTERS
Bold colour and playful texture make a comeback as the representation of individual style.
Beauty regimes are playing an important role as an enabler of joy through self-expression and experimentation, particularly amongst Gen Z.1
Brands are introducing sensorial textures and experimenting with different formats such as jellies and foams, and even colour-changing cosmetics.
TREND TWO: THE LONGEVITY EFFECT
The narrative around aging is shifting as consumers focus on keeping their skin healthy for longer.
“Longevity” has been tipped as beauty’s biggest buzzword for 2024 as beauty consumers look for ways to make smart choices today so they can reap the benefits of skin health in the future.
Shoppers are actively looking for products to prolong the longevity of their skin with searches for ‘skin repair’ increasing by a third on boots.com over the last 12 months.2
Retinal will be the new ingredient-to-watch, with Google searches for ‘Retinal’ increasing 73% in the last year.
TREND THREE: CONSCIOUS ROUTINES
Beauty is more than skin deep as the connection between beauty regimes and health is growing.
Themes around protection, prevention and nurturing the internal to boost elements of the external are emerging, with a growing recognition that health is ultimately reflected on the surface.
More people are including vitamins and supplements as part of their daily regime, with an 18% increase in sales of beauty vitamins at Boots in the last year.4
There is a growing recognition of the link between gut health and skin health – at Boots the gut health category has grown 16% year on year.
TREND FOUR: BIO-BEAUTY
Many brands are taking a gentler approach to beauty as scientists bio-engineer products that harness the power of nature.
A rise of allergies and sensitivities across the population is driving this trend, with searches for ‘sensitive skin’ and ‘natural skincare’ both showing a significant increases year-on-year on boots.com.
‘Natural skincare’ was the top claim within UK launches across the facial skincare category in the last three months of 2023.
TREND FIVE: EXPERT EVOLUTION
In an ever-growing beauty market, the value of trusted advice has never been higher.
With more choice than ever, consumers are increasingly seeking recommendations from professionals and qualified experts.
A recent Skincensus survey from No7 reveals over half of customers claim shopping for skincare is confusing.
For the full report please read: HERE
