Which products have been among the most popular at Boots this year? AHAs, K-beauty, marine collagen, Ashwagandha and gut health supplements, according to the health and beauty retail giant’s analysis. 

Taking in search and sales data from across the year, it’s come up with those six key areas its customers have been drawn to.

Topping the list is “collagen and ‘inside out’ beauty” with Boots customers seeking “holistic support for skincare through vitamins and supplements, with collagen proving the most popular”.

Searches for ‘marine collagen’ on boots.com saw a 227% increase year-on-year, with collagen sales up by 62%. Customer favourites include Boots Marine Collagen Gummies and Gold Collagen Forte Ageless.

Its customers continue to opt for “clinically backed formulations with proven claims” in their skincare choices, with brands such as The Ordinary, La-Roche Posay and No7 among the most popular. Its bestselling No7 range, Future Renew, sells one product every 10 seconds, it said.

K-beauty continues “to take the industry by storm this year” with the retailer selling one product in the category every 15 seconds, with Beauty of Joseon Relief Sun : Rice + Probiotics 50ml emerging as the best-sellers.

Meanwhile, fragrance “has become a powerful tool for mood enhancement and expression” as its Fragrance Boutique introduced over 400 new lines. The bestselling feminine fragrance this year is Versace Woman Eau de Parfum.

In the wellness categories, hydration “has continued to dominate wellness conversations in 2025”. The hashtag #loadedwater “has flooded the internet”, with 214 million total views on TikTok, it notes, with boots.com searches up 755% year-on-year and one product sold in the category every 14 seconds this summer. Liquid I.V. Passion Fruit continues to be the number one front runner, with products from the newly launched viral brand Humantra close behind.

Products that support the gut continuing to be popular among Boots customers. Searches for such products are up 70% and sales have risen 15% year-on-year. Best sellers include the affordable Boots Good Gut Bacteria Capsules and Symprove Gut Solution Mango and Passionfruit.

Adaptogens, typically derived from mushrooms, emerged as a breakout wellness category in 2025, with ashwagandha searches on boots.com up 722% year-on-year. Some of the best sellers in the category include products launched under Boots’ exclusive own brand ranges HABI and Modern Chemistry.

Grace Vernon, head of Global Trends & Cultural Insights at Boots & No7 Beauty Company, said: “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. 

“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.”