British retailer Boots has revealed that Ashwagandha, AHAs, and marine collagen are the most in-demand beauty ingredients of 2025, reflecting consumer appetite for holistic

The UK’s leading health and beauty retailer reported a surge in sales of products featuring these three powerhouse ingredients: 

– Ashwagandha: Riding the wave of adaptogen popularity, it’s being embraced in beauty for its stress-relieving and skin-calming properties. 

– Alpha Hydroxy Acids (AHAs): Demand remains strong for exfoliating serums and toners, as consumers prioritize glow and texture refinement. 

– Marine Collagen: Supplements and topical formulations are seeing record growth, driven by the quest for youthful, resilient skin. 

Boots highlighted that the trend reflects a fusion of wellness and beauty, with shoppers increasingly seeking products that deliver both visible results and inner balance. 

In essence, 2025 has cemented the rise of functional beauty—where ancient botanicals, clinical actives, and nutritional science converge to shape consumer choices.