Innova Market Insights data indicates consumer interest in natural ingredients for personal care products continues to be impactful, with Skin Care emerging as the top category for botanical/herbal product launches. However, claims of botanical/herbal attributes are also gaining ground in the Shaving & Depilatory and Oral Care categories. Ginger and ginseng root are among the fastest-growing botanical ingredients in personal care.
According to Innova Market Insights’ Personal Care Trends 2026, marine algae extracts are emerging as a standout botanical active in personal care innovation. The report highlights growing interest in ocean-derived ingredients, reflecting a broader shift toward sustainable, nature-inspired formulations in the industry.
Innova Market Insights data shows that consumers put trust in new ingredients & technologies when choosing their personal care and makeup. The modern consumer invests in research, transparency, and verifiable results, and the trend is extending into makeup.
According to Innova’s Top Personal Care Trends 2026, longevity in personal care is moving beyond anti-aging toward a more holistic, wellness-led approach to healthy aging. Consumers are increasingly accepting aging as a natural process, while still seeking products that support resilience, confidence, and long-term personal care health.
Innova Market Insights data indicates an increase in sustainable and ethical claims for global Skin Care launches, with an average annual growth of 11% from October 2020 to September 2025. Facial/Neck Moisturizers had the most launches with 27% share, but the fastest increase in sustainability claims was for Facial/Neck Serums.
Innova Market Insights data indicates that personal care launches with Christmas and festive-themed influences are gaining ground. Brands are releasing their annual Christmas limited-edition collections, as well as adding festive and comforting scents, sparkles, and nourishing ingredients for the season.
Innova Market Insights data show a 30% compound annual growth rate in winter claims for global Personal Care launches. Of these launches, 42% were in the Hand, Bath & Shower category. These products attract consumers with festive winter packaging and fragrances.
