Boots’ 2026 trends report, includes hydration supplements, skincare and haircare designed to support modern self-care routines | Boots
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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
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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.
Numbuzin’s No 9 NAD Collagen eye patches | Boots
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:
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:
Sixways Focus and Elevate Mushroom Blend Powder | Boots
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:
Living Proof’s Clarifying Detox Shampoo | Boots
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:
Wellthy Daily Hydration Electrolyte range | Boots
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:
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.
e.l.f. Cosmetics
Beauty fans rush to snap up new e.l.f. Soft Glam duo deal 💄✨
Buy now
Buy now
Matching foundation and concealer shades can be one of the trickiest parts of any make-up routine 😩 – but e.l.f. Cosmetics say their newly launched Soft Glam collection could make things much simpler.
Both formulas promise lightweight, satin-finish coverage that is buildable, crease-resistant and transfer-resistant ✨ – designed for everyday wear whether you prefer a natural glow or a more polished look.
Even better for shoppers, the duo is currently £10 with code FLAWLESS 💸 – saving £4 compared with buying the products separately.
Gut Wealth
Gut health breakthrough – 25% off Gut Wealth until March 17 💛
Buy now
Buy now
More than 6.5 million people in the UK struggle with gut problems, and for many, daily life can revolve around bloating, urgency and discomfort. Gut Wealth’s award-winning liquid supplement – winner of Medtech and Healthtech StartUp of the Year 2024 – is designed to support bowel regularity, reduce urgency and improve overall gut health.
For a limited time, shoppers can get 25% off their first order when purchasing by March 8 ⏳. The orange-flavoured, vegan-friendly sachets contain nine digestion-supporting ingredients, including a postbiotic ‘good bacteria’, plus Vitamins B1, B5, B6, B12 and Vitamin C. Rated 4.7 stars from 900+ reviews ⭐, many users report reduced bloating and better regularity within weeks, though individual results vary.
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