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.
Innova Market Insights data indicates a 38% growth in skincare-related claims in hair and body product launches from July 2021 to June 2026. This trend highlights the growing convergence of skincare and haircare, as brands increasingly apply skincare-inspired ingredients, technologies, and targeted benefits to products for the hair, scalp, and body.
Innova Market Insights data indicates a +56% CAGR in personal care launches with circular claims from July 2021 to June 2026. Innovation is increasingly focused on reducing environmental impact through recycled, recyclable, and refillable packaging, as well as the use of upcycled and renewable ingredients. These approaches highlight how circularity is becoming an increasingly visible part of product development across skin care, hair care, and body care.
Beauty brands are embracing multifunctionality by combining makeup, skin care, and anti-aging benefits into single products. Multi-use formats for lips, cheeks, eyes, and face are paired with active ingredients such as peptides, hyaluronic acid, retinol, and vitamin C, delivering hydration, barrier support, brightening, and wrinkle care while simplifying daily beauty routines.
K-beauty is moving beyond the glass-skin trend to shape beauty innovation across makeup, hair, and body care. From fermented ingredients and barrier-focused formulas to cooling pore sticks, peeling foot masks, and sensorial hair rituals, Korean beauty concepts are being reimagined for a global audience.
According to Innova Market Insights data, 28% of consumers globally say that a more holistic or multi-dimensional approach allows them to adopt a more self-sufficient approach to their health. As this mindset extends into beauty, brands are taking a broader approach to personal care, combining appearance, wellness, and long-term health in increasingly multifunctional products.
New product launches show that summer beauty launches focus on sensorial, vacation-inspired scents with fruity, citrus, and gourmand notes. Skin care trends highlight glow-boosting, hydrating formulas designed for heat, humidity, and sun exposure. Hair and body care are moving toward lightweight, multi-use, protective products.
