Innova Market Insights data indicates a rapid rise in microbiome claims for Personal Care launches globally, with a 33% annual increase from October 2020 to September 2025. Of these launches, 60% were in Europe. Skin Care was the leading category, but there has been an increase in microbiome claims for other products, such as Shaving and Depilatory products, as well as Hair Treatments.  

Innova Market Insights data indicates a 16% year-over-year growth in household product launches between October 2023  and September 2025. Europe was the leading region, accounting for one-third of global launches. Air fresheners were the top category, while cotton bud launches are growing rapidly.

Innova Market Insights data shows an increase in cosmetics launches with ethical claims. Specifically, there is a +7% average annual growth in beauty product launches with ethical claims from June 2020 to July 2025. The Face/Body Cosmetic category had the largest share of launches with ethical claims.

Innova Market Insights data shows that consumers trust collagen, with half globally picking it as the most effective anti-aging ingredient. Data reveals that Personal Care launches with collagen ingredients are gaining ground and have increased by 15% from July 2020 to June 2025. One in two launches with collagen were in Asia, making it the largest share of NPD.

Innova Market Insights data indicates a 37% compound annual growth rate in home air care launches between April 2020 and March 2025. Air fresheners accounted for over half of household air care products, and 50% of total launches carried a long-lasting claim. Fresh remains the leading fragrance, while American-inspired scents are emerging.

Biodegradable claims are gaining momentum in personal care, with Innova Market Insights data indicating an 11% average annual growth between April 2020 and March 2025. Europe leads the charge in the sustainability trend, and hand, body, and shower products are the most launched category. Notably, biodegradable claims are also on the rise in the global fragrance market, signaling a broader shift toward eco-conscious beauty.

Innova Market Insights data indicates a 10% average annual growth in personal care launches for children between April 2020 and March 2025. The data also shows more than half of global consumers would only use baby/children products recommended by doctors or pediatricians.

Innova Market Insights data indicates +11% growth in anti-aging claims for Personal Care launches from 2020 to 2024. Skin Care is dominating the anti-aging space, but Body Care is picking up the pace.

Innova Market Insights data indicates a 4% compound annual growth in personal care launches with anti-pollution claims from 2020 to 2024, with Europe accounting for half of these launches. Ethical claims such as microplastic-free are growing as consumers are interested in knowing more about the circularity in packaging and production.