According to Innova Market Insights, 46% of consumers are willing to pay more for sustainable makeup products. Nearly two in five consumers globally consider cruelty-free as sustainable beauty. Brands are approaching the sustainability question with the ingredients and packaging in mind.

Innova Market Insights data indicates 17% growth in personal care launches with plant-based claims from July 2020 to June 2025. Hand, Bath & Shower was the leading category with plant-based claims taking one out of three launches from July 2024 to June 2025. Fragrances with plant-based claims were surging with 30% growth in five years.

Innova Market Insights’ data indicates a 9% compound annual growth rate in oral care launches between April 2020 and March 2025. Toothpaste accounted for 71% of launches. Half of oral care launches had an ethical packaging claim, and one-third had a mint flavor. Meanwhile, launches with hydration support/increase claims are gaining ground with a 93% growth rate during the same period.

Upcycled beauty is on the rise. Innova Market Insights data suggests that product launches in the personal care sector featuring upcycled ingredients soared by 196% between April 2020 and March 2025. Today, half of global consumers say they actively seek out upcycled ingredients when shopping for beauty and personal care products, signaling a growing demand for sustainability-driven innovation.

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.