Biosurfactants are bubbling up in beauty. According to Innova Market Insights data, global personal care product launches featuring biosurfactant claims grew by +5% between April 2020 and March 2025. While nearly half (49%) of these launches were in the Hand, Bath & Shower category, Skin Care is making the biggest splash with a +37% surge in new products over five years.

According to Innova Market Insights data, 52% of global consumers say they always consider sustainability when purchasing personal care products. Meanwhile, 47% are willing to pay more for eco-conscious options, signaling that “green values” are increasingly influencing spending habits.

According to Innova Market Insights, Sun Care’s NPD grew by 11% between April 2020 and March 2025. Sun Protection accounted for the largest share of launches at 83%, and this subcategory also had a 14% increase in product launches during the same period.

Innova Market Insights data shows that active ingredient mentions in global Personal Care product launches grew at an average annual rate of 7% between April 2020 and March 2025. Skin Care represented 49% of all NPD, while Hair Care experienced a 13% rise in active ingredient use over the same period.

According to data from Innova Market Insights, skin care claims in body care product launches grew by 21% between 2020 and 2024, highlighting the rising consumer demand for skin-focused benefits. Skin care ingredients are also increasingly making their way into cosmetics, reflecting a broader shift toward multifunctional beauty products.

Innova Market Insights reveals a 23% growth in plant-based claims for personal care products from 2020 to 2024. With 60% of consumers globally seeking natural ingredients, the demand for plant-based skin care is stronger than ever.

Innova Market Insights data indicates a 10% compound annual growth in beauty & personal care launches with jojoba between 2020 and 2024. One out of three launches with jojoba was lip cosmetics. The top three positionings in launches with jojoba were long-lasting, hydration support/increase and no animal ingredients. 

According to Innova Market Insights, 60% of global consumers are actively seeking natural ingredients in their skin care products. The research firm highlights’ Amplified Natural Actives’ as the 5th top Personal Care Trend for 2025. Moving beyond the focus on ‘free from’ formulations, consumers are now looking for enhanced natural actives that provide targeted, specific benefits.”

As consumers increasingly seek products that integrate beauty and wellness, neurocosmetics have emerged as a promising solution for nurturing both skin and mind. Backed by advances in psychodermatology and neuroscience, companies are leveraging the mind-body connection to develop personal care products that deliver scientifically driven mental wellness and mood-boosting benefits.