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.

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.