Innova Market Insights data shows that consumers increasingly look for barrier-repair benefits when choosing moisturizers. From 2021 to 2025, personal care launches with microbiome-related claims grew by an average of 33% annually. While most of this activity has been in skin care, other categories, such as hair care, are rapidly stepping up innovation in this space.

Innova Market Insights data indicates that global fragrance launches are increasing, with an average annual growth rate of +51 % from 2021 to 2025. Consumers globally prefer light fragrances, and their purchases are mostly influenced by the brand. Sustainability also plays a key role in NPD development.

Innova Market Insights data shows that sustainability remains a key trend in 2026, with consumers worldwide prioritizing clean label and natural ingredients. Asia stands out as the most innovative region, with a 22% increase over five years, as consumers define sustainability as using natural products and avoiding chemical ingredients.

Innova Market Insights data shows that collagen continues to establish itself as the top anti-aging essential, with one in two consumers globally interested in collagen as an anti-aging ingredient. Europe leads in global collagen supplement launches. Collagen Hydrolyzate was the most common ingredient, while collagen type II was the fastest growing for beauty supplements with collagen.

Innova Market Insights data indicates a +17% average annual growth in Personal Care launches with natural & organic claims. Approximately 58% of these launches took place in Europe. Most of these launches were in the Skin Care and Hair Care categories, with Fragrances showing an increase, indicating new opportunities for innovation.

Innova Market Insights data shows a 13% increase in personal care product launches mentioning marine, sea, or ocean claims & ingredients. More than half of these ocean-derived personal care launches were in Europe. While ocean-derived claims were most common in skin care products, there is also an increase in NPD in hair care.

According to Innova Market Insights' Top 10 Beauty Trends 2025, “function over form” ranked #1 on this list, as consumers globally seek long-lasting quality and functionality-driven performance in beauty products. Europe accounted for half of global launches. Lip gloss/balm was the top subcategory, and ethical claims dominated product positionings. 

According to data from Innova Market Insights, 39% of male consumers globally use facial skin care products daily. Male-targeted personal care grew by 11% worldwide between July 2020 and June 2025. Nearly half of men’s health product launches took place in Europe, with fragrances accounting for more than half of all male-targeted launches.