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Insights into Western beauty trends

Feb 2024

Innova Market Insights data indicates a 2% growth in personal care and beauty launches in Western countries from October 2018 to September 2023. Face/Body Cosmetics had the leading share of launches, especially Face Foundations/Illuminators. The top claims were Moisturizing & Hydrating and Long-Lasting. Traceless cosmetic claims are gaining ground, especially with a 71% average annual growth in the last five years.

NYX
Rare Beauty
Iconic London
Tom Ford
Pat Mcgrath
Jones Road
ELF Glow
Maison Francis
Gucci
La Prairie

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NYX Professional Makeup Bare with Me Blur Tint Foundation: 09 Light Medium (Romania)

  • This foundation evens out skin tone, covering small imperfections. 
  • It has a long-lasting and mattifying effect that is long-lasting on the skin.
  • It hydrates and smooths the surface of the skin. 
  • It helps to minimize the pores. 
  • Suitable for all skin types. 
  • Vegan. Cruelty-free.
Summer is approaching, and the personal care industry is responding with a wave of summer care products designed to meet the season's unique demands. From advanced sunscreens with broad-spectrum protection to lightweight, hydrating moisturizers in eco-friendly packaging or convenient format, this season’s NPDs are embracing practices to keep skin healthy, radiant and protected throughout the summer months. 
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According to Innova Market Insights, brands explore cutting-edge technology with AI and the metaverse to create engaging consumer innovations. AI is transforming beauty, with 76% of consumers emphasizing the importance of makeup products tailored to their skin type. Beauty brands also include digital influences in their product development. This also aligns with nearly half of global consumers believing that new ingredients and technologies enhance the effectiveness of personal care products.
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Innova Market Insights data indicates consumer interest in natural ingredients for personal care products continues to be impactful, with Skin Care emerging as the top category for botanical/herbal product launches. However, claims of botanical/herbal attributes are also gaining ground in the Shaving & Depilatory and Oral Care categories. Ginger and ginseng root are among the fastest-growing botanical ingredients in personal care.
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Consumers are paying more attention to the beauty-from-within aspect of personal care. Innova Market Insights data indicates a 21% average annual growth in the Hair, Skin & Nail supplement launches globally from Apr 2019 to Mar 2024. Various ingredients for skin benefits are growing, such as vitamin D2, phytosterols and wheatgrass.
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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.
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Innova Market Insights data indicates that skin care launches with ethical claims have experienced a notable average annual growth rate of 20% between October 2018 and September 2023. Facial/Neck Moisturizers were the leading sub-category launches with ethical claims, while Eye treatment was the fastest growing. The top ethical claim in skin care launches was Ethical – Animal/Fish & Bird, with two-thirds of global launches. Meanwhile, Ethical – packaging claims in skin care launches are gaining traction.
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