According to Innova Market Insights, 60% of global consumers are actively seeking natural ingredients in their skin care products. The research firm highlights’ Amplified Natural Actives’ as the 5th top Personal Care Trend for 2025. Moving beyond the focus on ‘free from’ formulations, consumers are now looking for enhanced natural actives that provide targeted, specific benefits.”
Biotechnical innovation is marching forward, with biotech ingredients showing prominently in new personal care launches. This has been boosted by the popularity of fermentation and cell culture, which can then help to target the effectiveness of the ingredients. Peptides, plant stem cell extracts, and biofermented vitamins are all part of this trend.
Innova Market Insights data indicates that 38% of consumers globally associate the term sustainable beauty with the absence of synthetic chemical ingredients and the inclusion of natural ingredients. For 39% of consumers, sustainable packaging is essential, while 38% also mention cruelty-free as an important aspect.
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.
