Boots report shows consumer focus on wellness, neurocosmetics and professional influencers

Beauty retailer Boots has released its sixth annual Beauty & Wellness Trends Report, using data from over 17 million active Boots Advantage Card holders, including those in Ireland, combined with in-house expertise and analysis.

The research revealed that 40% of consumers view wellness as an essential aspect of their beauty regime, while 84% shared that they look better when they feel well.

The report identifies six key trends shaping 2026:
1. Pursuit of Peak – AI shopping tools and personalised recommendations are transforming purchasing, while wearable wellness tech fuels demand for self-optimisation.
2. Project Preservation – preventative ageing dominates, with 80% prioritising long-term care, as research from No7 highlights the 30s as a pivotal decade for visible ageing.
3. Real Life Revival – founder-led brands, expert voices and immersive retail experiences are building trust beyond algorithms.
4. World-Class Beauty – global influences surge, led by booming K-beauty and international ingredients.
5. Chemistry of Joy – neurocosmetics and psychodermatology link beauty with mood enhancement.
6. Resilient Routines – adaptogens and protective skincare address stress, pollution and climate shifts.

“Modern consumers want more than just products; they want solutions,” said Kirstie Thorley-Mitchell, head of wellness at Boots. “With technology evolving at warp speed, shoppers are now savvier than ever, driven by a desire for hyper-personalisation and ultimate optimisation. They’re harnessing AI and cutting-edge science to transform routines into elevated, data-driven journeys, and taking control of both their wellbeing and appearance.”