According 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, signalling 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.

Innova Market Insights data shows that active ingredient mentions in global Personal Care product launches grew at an average annual rate of 7% between April 2020 and March 2025. Skin Care represented 49% of all NPD, while Hair Care experienced a 13% rise in active ingredient use over the same period.

According to data from Innova Market Insights, skin care claims in body care product launches grew by 21% between 2020 and 2024, highlighting the rising consumer demand for skin-focused benefits. Skin care ingredients are also increasingly making their way into cosmetics, reflecting a broader shift toward multifunctional beauty products.

Innova Market Insights reveals a 23% growth in plant-based claims for personal care products from 2020 to 2024. With 60% of consumers globally seeking natural ingredients, the demand for plant-based skin care is stronger than ever.

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.