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.
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.
Biotechnology is redefining beauty innovation, enabling brands to deliver targeted, science-backed performance across skin and hair care. From biotech collagen and neuropeptides to microbiome-supporting actives and marine-derived ingredients, new product launches are combining advanced technologies with high-efficacy formulations to address hydration, firmness, skin renewal, and healthy aging.
Carrageenans are gaining momentum in personal care launches as brands seek naturally derived multifunctional ingredients that enhance texture, stability, and sensory performance. The ingredient is most featured in skin care and hair care products, where it serves as a natural thickener, gelling agent, and moisturizer aligned with clean beauty and plant-based formulation trends.
