UK beauty retailer, Boots has launched its Beauty Trends Report for 2024, revealing the five macro-trends it predicts will shape beauty and wellness this year.

Trend one: Beauty Boosters

Bold colour and playful texture will come back as a representation of individual style. Beauty regimes will play an important role in experiencing joy through self-expression and experimentation, particularly amongst Gen Z. 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

Consumers focus on keeping their skin healthy for longer, and with that the narrative around ageing is shifting. “Longevity” has been unveiled as beauty’s biggest buzzword for 2024.  Searches for ‘skin repair’ increased by a third on boots.com over the last 12 months, showing that customers are looking for products to prolong the longevity of their skin. Google searches for ‘Retinal’ increased 73% in the last year, implying Retinal will be the new key ingredient.

Trend three: Conscious Routines

The connection between beauty regimes and health is growing.  More consumers are including vitamins and supplements in their daily regime, with an 18% increase in sales of beauty vitamins at Boots in the last year. There is a growing recognition of the link between gut health and skin health – Boots reveals that its gut health category has grown 16%, year on year.

Trend four: Bio-beauty

Beauty brands 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 increase year-on-year on boots.com.  ‘Natural skincare’ is the top claim within UK launches across the facial skincare category in the last three months of 2023, the retailer reveals.

Trend five: Expert Evolution

Consumers are increasingly seeking recommendations from professionals and qualified experts. A recent Skincensus survey from No7 has revealed over half of customers claim shopping for skincare is confusing.

For the full report visit boots-uk.com.