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.
Innova Market Insights data indicates that more than half of global consumers are motivated by scent when purchasing household fresheners. The market is responding with new product launches, with air fragrance products growing at a 23% CAGR from July 2021 to June 2026. Fresh fragrances led launches, while Brazilian fragrance influences gained momentum with their warm, distinctive profiles.
Innova Market Insights data indicates that environmental aspects are important to consumers when purchasing beauty & personal care products. New product launches show 15% CAGR for products with ethical and sustainable claims in the period from July 2021 to June 2026. Hair care had the most share of these launches, but the most innovative category is fragrances, where eco-conscious claims had the fastest growth.
Innova Market Insights presented the Top Personal Care Trends 2026 with “Tailored Touchpoints” taking the top spot, followed by “New-age Longevity,” and “Crunch Over Fluff.” These trends are reshaping women’s wellness as consumers seek more personalized, age-specific and science-backed solutions.
According to Innova Market Insights, clean beauty is redefining itself. Clean beauty realigns to modern-day needs, with ethical expectations driving new regulatory norms for toxin and microplastic-free solutions. As a result, free-from claims have growth 17% from April 2021 to March 2026 in personal care launches. Especially, microbead-free claims are gaining momentum.
Jojoba is gaining momentum in global beauty and personal care launches as consumers increasingly seek value-driven, ingredient-led products. According to Innova Market Insights data, half of the launches with jojoba were in Europe. Skin care was the top subcategory launches incorporating jojoba oil between April 2025 and March 2026..
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.
