According to Innova’s Top Personal Care Trends 2026, longevity in personal care is moving beyond anti-aging toward a more holistic, wellness-led approach to healthy aging. Consumers are increasingly accepting aging as a natural process, while still seeking products that support resilience, confidence, and long-term personal care health.

Innova Market Insights data indicates an increase in sustainable and ethical claims for global Skin Care launches, with an average annual growth of 11% from October 2020 to September 2025. Facial/Neck Moisturizers had the most launches with 27% share, but the fastest increase in sustainability claims was for Facial/Neck Serums.

Innova Market Insights data indicates that personal care launches with Christmas and festive-themed influences are gaining ground. Brands are releasing their annual Christmas limited-edition collections, as well as adding festive and comforting scents, sparkles, and nourishing ingredients for the season.

Innova Market Insights data show a 30% compound annual growth rate in winter claims for global Personal Care launches. Of these launches, 42% were in the Hand, Bath & Shower category. These products attract consumers with festive winter packaging and fragrances.

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.