Boots Reveals Top Trends: Collagen, K-Beauty, and Gut Health Dominate Customer Searches

Boots' comprehensive analysis, meticulously gathering search and sales data throughout the year, has unveiled the top product categories that have resonated most with its customers. The health and beauty retail giant identified six key areas of surging popularity: AHAs, K-beauty, marine collagen, Ashwagandha, and gut health supplements, indicating a clear shift towards holistic well-being and scientifically-backed solutions.

Leading the charge in customer preference is the trend of "collagen and ‘inside out’ beauty," with consumers increasingly seeking holistic support for their skincare routines through internal supplements. Collagen has emerged as the most sought-after ingredient in this category, evidenced by a remarkable 227% year-on-year increase in searches for ‘marine collagen’ on boots.com, contributing to a 62% rise in overall collagen sales. Standout products that have captured consumer loyalty include Boots Marine Collagen Gummies and Gold Collagen Forte Ageless.

In the realm of topical skincare, Boots customers continue to demonstrate a strong preference for "clinically backed formulations with proven claims." Brands renowned for their efficacy, such as The Ordinary, La-Roche Posay, and No7, remain incredibly popular. Notably, No7's bestselling Future Renew range illustrates this demand, selling one product every 10 seconds.

The global phenomenon of K-beauty continues to "take the industry by storm this year," maintaining its significant influence within the UK market. Boots reports selling a K-beauty product every 15 seconds, with Beauty of Joseon Relief Sun : Rice + Probiotics 50ml emerging as a standout best-seller, underscoring the appeal of innovative Korean formulations.

Beyond traditional beauty, fragrance has evolved into "a powerful tool for mood enhancement and expression." Boots' expansion of its Fragrance Boutique, introducing over 400 new lines, reflects this trend. Versace Woman Eau de Parfum has been crowned the bestselling feminine fragrance of the year, highlighting its enduring allure.

In the expansive wellness categories, hydration has undeniably "continued to dominate wellness conversations." The viral hashtag #loadedwater has garnered an astonishing 214 million total views on TikTok, mirroring a substantial 755% year-on-year surge in boots.com searches for hydration products. During the summer, one product in this category sold every 14 seconds. Liquid I.V. Passion Fruit maintains its position as the number one front-runner, with products from the newly launched viral brand Humantra swiftly gaining traction.

The importance of gut health remains a strong focus for Boots customers, with products supporting digestive well-being continuing to be highly popular. Searches for such products have risen by 70% and sales have climbed by 15% year-on-year. Affordable options like Boots Good Gut Bacteria Capsules and premium solutions like Symprove Gut Solution Mango and Passionfruit are among the top sellers.

Adaptogens, particularly those derived from mushrooms, have emerged as a significant breakout wellness category. Ashwagandha, a well-known adaptogen, has seen an impressive 722% increase in searches on boots.com year-on-year. Boots' own exclusive brands, HABI and Modern Chemistry, have successfully launched products in this category, becoming some of the best sellers.

Grace Vernon, Head of Global Trends & Cultural Insights at Boots & No7 Beauty Company, encapsulated these trends, stating, “Beauty, health and wellness have never been more intertwined as consumers take a more holistic approach to life. This health hacking trend has resulted in collagen, electrolytes and adaptogens all growing in prominence at Boots this year.” She further noted, “We also continue to see beauty lovers turn to science-backed, ingredient-led brands for skincare, with a growing influence from the global market with K-beauty solutions remaining popular throughout the year. As we move into 2026, we expect our customers to evolve their increasingly holistic approach to their beauty and wellness.”