Boots reveals the six beauty and wellness trends set to shape 2026 (aff)
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Boots has analysed data from 17 million Advantage Card holders to reveal six beauty and wellness trends set to shape routines in 2026
Beauty and wellness shopping has never been more exciting - or more overwhelming. From skincare powered by cutting-edge ingredients to supplements promising better energy and focus, modern routines now stretch far beyond moisturiser and mascara. What many shoppers crave isn’t more choice, but clearer direction on what genuinely matters.
That’s where Boots’ Beauty and Wellness Trends Report 2026 comes in. Rather than predicting fleeting fads, it decodes the bigger shifts shaping self-care.
Data from 17 million active Boots Advantage Cards, plus in-house expertise, has identified six trends.
The report launch coincides with 20 new beauty and wellness brands at Boots including Korean pharmacy brand Dr Reju-All, alongside high-street exclusives Sult, ByEllie and Equi London. Meanwhile the latest line from Korean Skincare favourite, Numbuzin, features 2026’s wonder ingredient NAD+. The brand's No 9 NAD Collagen Under Eye Patches are particularly effective.
Also look out for the newly launched Living Proof Clarifying Detox Shampoo, £32, which provides a deep cleanse while removing product build up. And right now at Boots you'll receive a free Advanced Clean Dry Shampoo travel size when you spend £35 or more on Living Proof.
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Trend One
The drive for optimisation defines the first trend Pursuit of Peak. The rising demand for attainable wellness alongside a 755% increase in searches for electrolytes on Boots' website fuelled the launch of Wellthy by Boots – a new own-brand range focussing on simplified wellness solutions designed to fit easily into everyday life.
Wellthy Smooth Blueberry Daily Hydration+ Rest & Restore Electrolyte (12 sachets), £7; Loop Dream Lilac Earplugs, £44.95; Kind Energy Patches, £12 and Sult Electrolyte Variety 15 Pack, £19.99.
Trend Two
A longer-term mindset underpins the second trend Project Preservation, with skincare moving toward prevention and resilience. Numbuzin exemplifies this approach, prioritising longer-term skin health rather than quick fixes, reflecting consumers’ focus on maintaining skin over time.
Look out for these new products:
Equi London Rewind Edition, £32; the fabulous No7 Future Renew Neck & Décolletage Serum 50ml, £44.95; Numbuzin No.9 NAD Collagen Under Eye Patches, £14 and SWIISH Glow Marine Collagen Peptide Powder, £49.95.
Trend Three
Real Life Revival, the third trend, celebrates personality-led brands and practical performance products - beauty designed for real routines, not filtered perfection. Consumers want connection and brands with personality are beating the algorithm.
Look out for these new products:
Floral Street Enchanted Masquerade for Bridgerton Eau de Parfum 50ml, £66.30, 50ml, a fabulously fresh fragrance with fresh pear, hazelnut and gardenia; One/Size Powder Melt Glass Setting Spray £34; ByEllie Brow Texture 12ml, £15.99.
Trend Four
Global trends and international brands are surging with 65% of customers purchasing products from an international brand in the past six months. K-Beauty is accelerating fast at Boots, with a fivefold increase in sales and a Korean skincare product selling every 11 seconds last year. The category is set to expand into new areas this year, including K-Fragrance, K-Haircare and K-Pharmacy.
Look out for these new products:
&honey Deep Moist Hair Oil 100ml, £16.99; Dr Reju-All PDRN Rejuvenating Cream Max 60ml, £69.90; Korres Greek Yoghurt Probiotic Sleeping Facial 40ml, £29 and the five-star Boots Hydrating PDRN Serum, £8.
Trend Five
Beauty’s emotional impact shines through in Chemistry of Joy, where small rituals turn everyday steps into mood-boosting self-care moments. The report found consumers are looking for emotional uplift through chemical reactions: psychodermatology, neurocosmetics, and micro-moments of joy.
Look out for these new products:
Trend Six
Finally, Resilient Routines shows how shoppers are adapting beauty and wellness habits to support mental, physical, and dermatological strength amid everyday pressures. Cetaphil Advanced Defence Serum, currently on sale at £19.87, was £26.50, exemplifies this, prioritising barrier support and daily protection as part of long-term routines.
Look out for these new products:
La Roche-Posay, Anthelios UVSport Pro-Resistance Stick SPF50+, 10ml £20 and Sixways Focus and Elevate Mushroom Blend Powder 150g, £32
For the first time, shoppers can explore and purchase products aligned with these trends directly via boots.com, turning industry insight into a practical guide for navigating beauty and wellness in 2026.
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