The boundaries between beauty and wellness are blurring, as UK consumers – and increasingly men – embrace hybrid products that deliver both cosmetic and health benefits.
New data from Clearpay, a leader in Buy Now, Pay Later and an official partner of British Beauty Week 2025, reveals that nearly half of UK adults (49%1) have used a hybrid beauty-wellness product in the past year, a figure that rises to 76% among Gen Z.
The most popular products include moisturisers with added SPF (51%) and Vitamin C-infused face serums (30%), while other hybrid favourites range from body lotions with self-tan (18%) to caffeine shampoos, the latter being driven by men (21% of men vs. 15% of women).
Consumer spending patterns reflect this enthusiasm. On average, UK adults have invested £72 in hybrid beauty-wellness products over the past 12 months, climbing to £90 among Millennials. and £77 for Gen Z. Notably, men are now outspending women (£79 men vs. £68 women), and with nearly half (48%) reporting a year-on-year increase in their hybrid purchases, it is expected that demand will continue to grow.
The trend is also reflected in Clearpay sales data, as figures from the last year reveal a rise in sales across a number of beauty-wellness products, such as SPF setting spray (138%), a hyaluronic acid concealer (98%), a tanning drops with hyaluronic acid (75%), and a vitamin E lip balm(56%) .
The appeal of hybrid products lies not just in beauty, but in the associated lifestyle benefits. More than two in five (43%) consumers value the long-term wellness perks, from skin protection to hair strengthening, that they provide. A similar amount (41%) cite the convenience of multitasking products, with one item providing multiple benefits and better value for money (23%).
And momentum is building. Among those not currently using hybrid products, more than two in five (41%) say they are open to trying them, with moisturisers containing SPF and caffeine-infused shampoos being the top picks. With an average of 68% of Millennials and 64% of Gen Z agreeing that hybrid products are the future of the beauty industry, it is expected that demand will continue to rise.
Commenting on the trend, Millie Kendall OBE, CEO of the British Beauty Council, said: “According to the Value of Beauty report, Brits invested more than £32bn on beauty in 2024, so the industry’s contribution to the economy cannot be ignored. British Beauty Week 2025 will focus on the ‘Future of Beauty’, and the new products and solutions setting the agenda for the industry. Clearpay’s data confirms that hybrid wellness-beauty products are no longer niche, but rather the new standard. With consumers investing more each year – and men spending more than women – the growth opportunity for the industry is clear.”
Shakaila Forbes-Bell, Clearpay’s Consumer Psychologist, adds: “Health and convenience are at the heart of the hybrid revolution. Our brains thrive on efficiency, so anything that provides a high level of convenience, like hybrid beauty, is going to be psychologically appealing. In today’s world, consumers want products that align with their values, simplify their routines, and enhance their well-being. Beauty is no longer just about appearance; it’s about self-care, empowerment, and living better every day. It comes as little surprise that more than two-thirds of Millennials and Gen Z agree that hybrid products are the future of the beauty industry.”
