Innova Market Insights data indicates a 10% compound annual growth in beauty & personal care launches with jojoba between 2020 and 2024. One out of three launches with jojoba was lip cosmetics. The top three positionings in launches with jojoba were long-lasting, hydration support/increase and no animal ingredients.
Innova Market Insights’ data indicates a 10% year-over-year growth in personal care launches with a botanical/herbal claim, between July 2023 and June 2025. Asia was leading in launches. Facial/neck moisturizers was the top category, while fragrances for women are gaining ground. Products highlighting botanical and herbal positioning increasingly include ethical-animal and natural claims, suggesting consumer demand for cleaner, more conscious beauty formulations.
Innova Market Insights data shows a 2% increase in personal care launches featuring carrageenan claims from July 2022 to June 2025. Of these launches, 54% were in skin care, while 31% belonged to the oral care category. The use of carrageenan in hand, bath & shower products grew by 14% over five years.
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.
