According to Innova Market Insights more than half of consumers globally said that they think it is important that beauty products are both for males and females/gender neutral. Twenty-seven percent of male consumers globally say they have increased makeup usage compared to 12 months ago. Overall, Innova Market Insights data shows a 74% growth of the term “gender neutral” use in Personal Care & Beauty from 2019 to 2023.
Innova Market Insights data indicates a 1% average annual growth rate in hair, skin and nails supplement launches between July 2021 and June 2026. Vitamin C, vitamin B7 and vitamin E were the top ingredients used. A quarter of launches also contained joint health claims. Nearly one third of launches were in powder format, gel supplements showed opportunity for innovation with 65% CAGR during the same period.
Innova Market Insights data indicates a 38% growth in skincare-related claims in hair and body product launches from July 2021 to June 2026. This trend highlights the growing convergence of skincare and haircare, as brands increasingly apply skincare-inspired ingredients, technologies, and targeted benefits to products for the hair, scalp, and body.
Innova Market Insights data indicates a +56% CAGR in personal care launches with circular claims from July 2021 to June 2026. Innovation is increasingly focused on reducing environmental impact through recycled, recyclable, and refillable packaging, as well as the use of upcycled and renewable ingredients. These approaches highlight how circularity is becoming an increasingly visible part of product development across skin care, hair care, and body care.
Beauty brands are embracing multifunctionality by combining makeup, skin care, and anti-aging benefits into single products. Multi-use formats for lips, cheeks, eyes, and face are paired with active ingredients such as peptides, hyaluronic acid, retinol, and vitamin C, delivering hydration, barrier support, brightening, and wrinkle care while simplifying daily beauty routines.
K-beauty is moving beyond the glass-skin trend to shape beauty innovation across makeup, hair, and body care. From fermented ingredients and barrier-focused formulas to cooling pore sticks, peeling foot masks, and sensorial hair rituals, Korean beauty concepts are being reimagined for a global audience.
According to Innova Market Insights data, 28% of consumers globally say that a more holistic or multi-dimensional approach allows them to adopt a more self-sufficient approach to their health. As this mindset extends into beauty, brands are taking a broader approach to personal care, combining appearance, wellness, and long-term health in increasingly multifunctional products.
