The supplement industry is big business. It used to be an industry that majority targeted the fitness consumer. Today, we’re using supplements to make us boardroom-ready, and generally give our wellbeing the best shot at taking on the day.
There is a ton of information available on the benefits of staying hydrated, eating optimal protein, taking creatine, collagen, and ashwagandha to name a few, all for the regular Joe who wants to focus their attention on wellbeing and how this can super-charge their busy professional (and social) lives.
Mainstream retailers are sitting up and taking note.
Boots is growing its presence in the wellness space in 2025, significantly expanding its product offering and constantly adding new brands to give customers more choice to help with their wellness routines
The UK’s leading health, wellness and beauty retailer over the last year, including popular and trending brands like Absolute Collagen, Humantra, Selfish, The Nue Co, Modern Chemistry, Wild Nutrition and Free Soul, with many more to come over the coming months
Responding to growing customer demand for wellness, driven by social trending brands and products, Boots has also launched two new own-brand ranges – Modern Chemistry and HABI. HABI offers a new, vibrant approach to wellness that promises to create good habits over hype and Modern Chemistry offers ingredient-led, science-backed products developed by Boots experts. Both brands have launched supplements ranges and have now also expanded into skincare.
Boots Head of Wellness, Kirstie Thorley-Mitchell, says: “It is such an exciting time for wellness at Boots. Evolving quicker than ever before, we’re seeing huge demand from customers for products to support their wellness and beauty goals from the inside out.
“All our new wellness products are carefully selected and curated – we’re looking closely at what is trending on social media platforms like TikTok, as well as products that are highly efficacious. Alongside these exciting new brands are our new own brands – HABI and Modern Chemistry, which are great examples of where health meets beauty in one holistic brand offering, featuring supplementation alongside skincare.”
“We are consistently seeing strong demand for products that bridge the gap between beauty and wellbeing, with people looking for long-term results, not quick beauty fixes. Beauty supplements at Boots continue to see strong growth, as consumers turn to beauty from within.
“Customers are looking for beauty products that go beyond skincare; armed with the understanding that what we put in our bodies is equally as important as what we put on them. As a result, we’re seeing really strong growth in our beauty supplement ranges, with collagen being the most popular. Absolute Collagen is one of our most recent collagen brand launches, which launched earlier this year on boots.com and in stores and is already proving to be incredibly popular with our customers.”
Kelly Marks, Founder of PR agency PURE, says “beauty and wellness have never been more connected”.
“Supplements, tinctures, and natural remedies — alongside quality rest, regular exercise, and balanced nutrition — all shape how we feel on the inside, and in turn, how we look on the outside. It’s at this intersection that wellness becomes beauty, and bodies and minds that feel strong and resilient. This synergy is something beauty brands and formulators have pursued for decades — finding ways to enhance appearance, and wellbeing too. In today’s culture, where conversations about health, self-care, and beauty are constantly overlapping, it makes perfect sense for wellness and beauty to come together — both in retail spaces and online — to offer a more holistic approach to feeling and looking our best.”
Marks adds: “It’s such an exciting moment for brands — a time to be bold, stand out, and dare to be different. By exploring partnerships in unexpected spaces and forging connections that might have once seemed unlikely, brands can unlock new opportunities where beauty and wellness complement each other. These fresh collaborations open doors to new customers, strengthen community ties, and build deeper brand loyalty. For those willing to push boundaries and think creatively, the rewards can be game‑changing.”
Redefining convenience in the wellness space
It’s not only the retailers that are bringing wellness to the masses. Elevate, a new ‘functional drinks’ business has just opened London’s first nutrition-focused drinks destination, redefining convenience in the wellness space. Its ‘The Glow’ shake for skin and gut health is packed with collagen and hyaluronic acid, ‘Matcha Cloud’ promises to bring clarity and focus, with ingredients including ceremonial grade matcha and organic lion’s mane, while ‘Functional protein’ shakes help with energy, recovery and mood.
Elevate
Julia Baldet, founder of Elevate, worked in investment banking before embarking on her wellness journey. The long hours and busy schedule would leave her craving something nutritious and convenient and she couldn’t find anything that worked for her. “I wasn’t really craving a salad in front of my laptop, but you know, you still need to eat, and I couldn’t really find anything convenient on the go. On top of that, I was working super long hours, and was under a lot of stress, so I started to have some health issues related to work.”
“I really started to look into nutrition and looking at supplementation. I was going out to the gym and on my way to the office thinking, wait a minute, right now I would like a nice, smoothie or protein shake that would be a great breakfast option, but as soon as I started to look at the choices in the store, the nutritional information and read the fine lines, they’re full of sugar”.
Elevate’s first outpost is in The City of London and Julia puts it perfectly “…today we are ‘business athletes’ all hyper-performing at our jobs”.
Julia says the business is already profitable, proving that there is a huge market for her convenience-focussed nutrition business, and she is already looking at additional sites to open.
The gut feel
The OG of gut health, Symprove – the patented water-based solution that’s designed to deliver over 10 billion colony forming units per shot to promote overall gut health – is said to promote higher energy levels and more gut health benefits.
A balanced gut microbiome, which Symprove aims to support, can enhance nutrient absorption, leading to better energy utilisation from food. Additionally, a healthy gut is linked to mood regulation and reduced feelings of tiredness, potentially impacting overall energy levels.
The brand is the number one probiotic by value in the UK market (Euromonitor Company Reports) proving gut-health is a key focus for the wellbeing category and consumers are looking to drive energy from within.
“The gut health category continues to be important to our customers. There has been a rise in multifunctional products in 2025 focused on the concept that a healthy gut is the key to unlock overall wellbeing, including having an influence on skin or brain health. For example, the Boots Good Gut Live Friendly Bacteria + Mental Focus support is one of our most popular gut health products, which contains a blend of pantothenic acid, zinc, and vitamin B6 to support your brain function and mental performance.” says Boots Head of Wellness, Kirstie Thorley-Mitchell.
Repositioning electrolytes
Electrolytes are also crucial for busy professionals because they help maintain hydration, energy levels, and cognitive function.
“At Humantra, we believe that optimal hydration is one of the most overlooked foundations of wellbeing. It influences how we feel, how clearly we think, and how well we perform in our daily lives. Our recently launched Hydration Report shows that there is a significant perception gap with most people still associating electrolytes only with high-intensity workouts, illness, or hangovers.
“We’re on a mission to change that. By repositioning electrolytes as a core part of everyday wellness, we’re helping people understand the role proper hydration plays in daily energy, focus, and wellbeing. Our recent launch in Boots is a major step in making that vision a reality allowing us to bring our products to more people, in more places, so that optimal hydration becomes accessible and relevant to everyday life, not just athletic performance,” explains Charlie Wright, Founder and CEO at Humantra.
Key findings from Humantra’s Hydration Report include:
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- There is a growing thirst for electrolytes in the UK, particularly amongst younger generations, with higher consumption rates in London.
- A quarter (24%) of UK adults now take electrolytes regularly, with usage biggest amongst 18-34 year olds – almost half (45%) of whom take them regularly.
- While usage of electrolytes is biggest in London – nearly half (41%) of the capital’s residents take them regularly.
“As people are becoming more health conscious, the demand for accessible and convenient hydration solutions is continuing to grow. Containing essential vitamins and minerals like sodium, potassium, magnesium and calcium, electrolytes are more popular than ever before and is a category that is continuously growing at Boots.
“With customers turning to wellness supplements to meet their beauty goals, we’re seeing a huge demand for electrolyte brands like Humantra, which has recently launched at Boots.
“Humantra is one of our biggest hydration brands at Boots, due to its convenient, easy to take and powder format, offering single use sachets in a variety of flavours, making them perfect for traveling or on the go. Electrolytes have moved beyond the gym and they’re no longer just for athletes or those with active lifestyles. They’re becoming a staple in daily routines, helping people stay hydrated and supporting their overall wellness goals.” says Boots’ Thorley-Mitchell
Supporting energy, recovery and everyday wellness
Women’s wellness brand Free Soul is on a mission to impact the lives of women through the power of nutrition and to reshape the conversation around women’s wellbeing. The brand recently commissioned research showing that:
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- Women are hitting burnout faster than ever – 69% of working women report moderate-to-severe burnout, far outpacing men.
- Women are 49% more likely to have raised cortisol levels compared to men.
Free Soul’s protein iced coffee frappe
Wild Nutrition, the food grown supplements brand founded by nutritional therapist and formulator Henrietta Norton and her husband Charlie Norton in 2013, has a philosophy that is one of reverence for nature. Ingredients are kept as close to their original food form as possible. No added fillers or binders. Just clean, ethically sourced ingredients.
Its supplements, including Ashwagandha, magnesium, protein and more can now be found in Boots, Sainsbury’s, Holland & Barrett, Planet Organic, Whole Foods Market, John Bell & Croyden, Harrods and Selfridges. It is a truly omni-channel brand and also has a thriving DTC subscriber community.
In its recent research, it found that in the UK, one in 14 adults (7%) say they feel stressed every single day, with 74% of people claiming they feel so stressed that they have been overwhelmed or unable to cope.
Ashwagandha helps the body balance its response to stress, helping you find calm in the chaos. In a trial of 64 adults taking Ashwagandha for eight weeks, stress levels decreased by 44% and general health scores increased by 72.9%.
Elle Macpherson
WelleCo, launched by Elle Macpherson, has pioneered the ‘beauty-through-wellness’ space. “There’s been a major shift in how people are approaching supplementation. What was once the domain of athletes and performance is now being integrated into everyday wellness routines — especially by women seeking solutions for energy, skin health, gut balance, hormonal support and more. At WelleCo, we’ve have seen this evolution firsthand, helping move the conversation beyond aesthetics to focus on feeling good from the inside out,” the brand says.
Market trends seen by WelleCo have been:
- The US is now its largest and fastest-growing market, closely followed by the UK, EU and Australia.
- It has experienced +554% global sales growth since 2021, with the wholesale channel growing +187% YoY (2023–2024).
- The majority of WelleCo customers are women aged 35–60, many navigating midlife challenges like hormonal changes, low energy, and changes in skin, hair, mood and digestion.
Wellbeing retail platform W-Wellness, launched by Sophie Woodward and Sally Lefever-Bell was born from their personal wellness challenges and frustration in an overcrowded and confusing marketplace. Their mission “is to disrupt the industry by providing personalised guidance and premium products, bridging the gap between cutting-edge research and individual needs”.
“Many of these ‘sports style’ supplements started as performance aids but are now widely considered a key part of supporting energy, recovery and everyday wellness. Beyond the gym we are seeing busy professionals and older adults considering these supplements to improve both physical and mental performance. This may be a result of increasing scientific research highlighting the benefits of supplements like creatine and electrolytes beyond athletic performance, or the influence of information sharing and a growing consumer awareness at a time when many people are taking a more proactive approach towards looking after their health,” says Maz Packham Nutritional Therapist at W-Wellness.
#hairgrowth
Hair growth supplements are also flooding TikTok with 1.4million views on #hairgrowth. According to the TikTok shop trends report there’s demand for results-driven self-care where consumers prioritise products that deliver tangible results.
DoSe by VH supplement Superior Hair has quickly risen to Victoria Health’s number one HAIR Supplement. Shabir Daya MRPharmS, co-founder of Victoria Health, explains: “Our Superior Hair formula combines key vitamins, minerals, and natural ingredients that work synergistically to support hair health from the inside out.” Unlike many other supplements, which offer short-term fixes, Superior Hair focuses on long-term nourishment, resulting in healthier, fuller hair over time. Customers rave about its effectiveness, often reporting visible changes in just a few weeks. Shabir adds, “The reason Superior Hair stands out is our commitment to quality and science-backed results, which is why it’s become a trusted favourite for so many people.”
Supporting the fertility journey
Supplements are also being used to aid other parts of life too. Women and men are turning to specialist supplements to support their fertility journeys and this is a growing part of the wellness market.
OVA is the UK’s first fertility brand to offer supplements for both egg and sperm health, and has recently aised over $1 million in a pre-seed funding round to fuel its next phase of growth. Founded by former Net-A-Porter alums Danielle Fox-Thomas and Kat Lestage, OVA is an all-in-one fertility and pregnancy vitamin support that’s both accessible and effective. OVA is there to support its customers from the moment they think about coming off birth control, through to supporting those diagnosed with endo or Polycystic Ovary Syndrome (a staggering 1 in 10 in the UK), throughout TTC (trying to conceive), and then continuing to be their prenatal support throughout all 10 months of pregnancy and into post-partum. And of course, being there for them as they look to continue to grow their families later on or for support as they enter the peri-menopause.
“Since launch, customer response has been incredibly strong – especially among Gen Z and millennial women and men looking for modern, science-backed support for their egg and sperm health that’s functional, efficacious and relatable,” says Danielle Fox-Thomas, Co-founder & Chief Egg Officer at OVA.
“We’ve built a loyal, engaged community that’s driving organic growth through word-of-mouth, our highly engaged WhatsApp group and social sharing – especially on Instagram, where conversations around hormones, fertility, and IVF are becoming increasingly commonplace,” Fox-Thomas adds.
Once again, retailers are quick to back this part of the supplement market.
In a recent Mintel report, it is reported that 69% of consumers still buy their prenatal vitamins via bricks and mortar. For OVA to be leaders in the category, it knew it needed to prioritize B2B. “…and for us that meant landing and performing in our ultimate retail partner, Boots,” says Fox-Thomas.
“After winning the 2024 Boots Meet the Buyer competition, we were blown away by the success of our launch with them in November and the recent Boots Ireland roll-out, which now puts us in over 700 Boots locations. Being given support from every level of their business from operations to marketing to trading – they have all come together to help ensure that we are a part of shaping the future of their women’s health category. And our sell through is simply exceeding all of our expectations.
“Not to be outdone, Sainsburys launched us as part of their expanding women’s health offering. We are so proud to be stocked with such incredible retailers (with more lined up for the coming months), and we really feel that the possibilities for growth with both partners is immense as we continue to build out our joint business plans with each of them.”
“Women and men are moving away from quick fixes or symptom-masking and towards long-term support, daily rituals, and a deeper understanding of their bodies and cycles. OVA exists to meet that demand.”
Ross J Barr is London’s most popular acupuncturist. Following the early and unexpected death of his father at a pivotal age, Barr decided to dedicate his life and career to health & wellness, specifically Eastern Medicine and Acupuncture.
Ross J Barr
His range of supplements and patches support his community outside the treatment room and allow him to reach a wider audience. The Ross J Barr App also allows his patients to book appointments directly with Ross, and provides access to exclusive content and product offers.
“Ross’ products are so popular amongst our guests, the only item that outsells them in our in-room retail selection is bottled water,” says Jim Lyons, Hotel Manager, Claridges Hotel, London
Barr has a range of fertility focussed supplements. “Whether trying to conceive naturally or through IVF our Food State Supplements will support and nourish Women & Men from conception through to the fourth trimester. The efficacy of our products is down to the combination of the high quality ingredients and highly considered formulations. The ingredients are not isolated, synthetic chemicals, but are food state nutrients (from plants) that the body will recognise, digest and process as they are intended, thereby reducing toxicity or side effects.”
