Health and beauty retailer Boots has revealed the beauty and wellness trends of 2024.

Superfoods, blusher, magnesium and hyaluronic acid have been revealed as some of the most in-demand products across beauty and wellness in 2024. Boots has analysed search and sales data from across the year to reveal customers’ most-wanted purchases.

Beauty and wellness best-sellers revealed:

Superfood ingredients

• Mushrooms and super-greens emerged as breakout wellness categories, with best-sellers including DIRTEA Lions Mane Focus Functional Mushroom (£34.99) and Rheal Superfoods Gut Feel (£25).
• Overall searches for ‘beauty supplements’ on boots.com saw a 15% increase YOY.
• Boots saw an uplift in demand for Korean skincare with best-selling K Beauty brands (by volume), including Beauty of Joseon and Anua.

Magnesium

• With over a billion views for #magnesium on TikTok this year alone, magnesium continues to be the mineral of the moment.
• Volume growth within the category, which currently ranges from supplements to lotions and even spray formats, has seen a 50% increase YOY.

Blushes and balms

• Searches for ‘blush’ on boots.com increased by 155% this year, whilst the total number of TikTok views for the hashtag #blush hit 8.6Bn.
• Google searches for lip balm averaged 240k a month, up +38% in the past year.

Hydration

• Hyaluronic Acid was the most searched skincare ingredient on boots.com in 2024.
• The Ordinary Hyaluronic Acid 2% + B5 (£8.80) was also amongst Boots top-selling premium skincare products (by volume).

Skin longevity

• As predicted in the Boots Beauty Trends Report 2024, there was a shift towards skin longevity this year. The most searched skincare products on boots.com included ‘sun cream’, ‘lip balm’ and ‘eye cream’.
• Maintaining skin health and repairing past damage will remain a key focus in 2025 as customers prioritise their skin's well-being.

Honing in on haircare

• Customers sought out products that catered to their unique hair types and concerns. ‘Shampoo’ emerged as the most searched term on boots.com in 2024.
• Best-selling premium shampoo lines being OUAI Detox Shampoo (£28), REDKEN Acidic Bonding Concentrate Shampoo (£25.70), and REDKEN All Soft Shampoo for Dry Hair with Argan Oil (£21.75).
• There was a significant focus on scalp health this year, with Google searches for scalp serums averaging 30k a month, up +99% in the past year.

Gut health

• Trends around nurturing the internal to boost elements of the external were outlined in the Boots 2024 Beauty Trends Report.
• Sales of gut-health supplements have risen by 15% YOY, with best-sellers including the affordable Boots Good Gut Live Friendly Bacteria (£10.50) and Optibac Adult Gummies (£12.99).