Innova Market Insights data indicates a 33% average annual growth in personal care launches with a microbiome-friendly claim between April 2020 and March 2025. Europe accounted for 59% of these launches. The top category was facial/neck moisturizer; meanwhile, mouthwash launches with microbiome claims are surging.

Innova Market Insights data indicates that three in five Millennial and Gen Z consumers globally are willing to spend more on science-backed skin care products. Europe is leading in personal care product launches, followed by Asia, with skin care remaining the dominant subcategory. Additionally, sustainability claims are driving the rise of multifunctional makeup products.

Innova Market Insights data indicates that half of consumers worldwide seek more multifunctional face cosmetics, with nearly 50% of new multifunctional makeup launches happening in Europe. Multi-use sets dominate new product development, while eye shadows show the fastest growth. Sustainability claims drive these launches, and hydration benefits are gaining momentum.

Innova Market Insights data reveals that fragrance launches are on the rise globally — with Europe leading by accounting for over half of these introductions. While most new launches are targeted toward women, unisex fragrances are rapidly gaining popularity. Notably, “celestial scents” is emerging as a trend, drawing inspiration from the moon and stars.

Innova Market Insights data indicates that consumer demand for natural ingredients is increasing. Skin care was the leading category for botanical claim launches in personal care, while Asia was the leader of this trend. Herbs was the leading fragrance for botanical launches.

Innova Market Insights data indicates that beauty supplement launches are rising globally, with 21% growth from October 2019 to September 2024. Nearly half (46%) of beauty supplement launches were in Europe. Additionally, 30% of beauty supplements also feature joint health claims.

Innova Market Insight data indicates a 4% compound annual growth rate in global hair care launches between July 2019 and June 2024. Nearly half of these launches came from Europe, with shampoos representing one-quarter of total launches. Ethical claims were the top product positionings in hair care, while launches featuring microbiome support saw a significant rise with an 88% CAGR over this period.

Innova Market Insights data indicates that sustainable claims in beauty product launches increased by 21% from July 2019 to June 2024. Europe accounted for over half (52%) of these launches, with face and body cosmetics leading the way in sustainable beauty offerings.

Innova Market Insights data shows a 31% average annual growth in vegan claims for cosmetic launches between April 2019 and March 2024. Face foundations and illuminators are at the forefront of these vegan launches, while eye mascaras are rapidly gaining momentum.