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 shows that consumers worldwide are increasingly interested in collagen as part of their diet, with aging-related concerns emerging as an important area of focus. Reflecting this trend, supplements with aging-related claims grew by 19% globally from July 2021 to June 2026. Nearly half of these launches occurred in Europe, with particularly strong growth in concentrate formats.
Innova Market Insights data indicates that consumers are seeking more natural ingredients in their skin care. As a result, personal care launches with plant-based ingredients are gaining ground with 9% CAGR from June 2021 to July 2026. Ingredients such as citric acid, sunflower oil, palm kernel oil, aloe vera, and argan oil are helping shape new product innovation. Meanwhile, the use of chia seeds for personal care is gaining momentum.
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.
