According to Innova Market Insights more than half of consumers globally said that they think it is important that beauty products are both for males and females/gender neutral. Twenty-seven percent of male consumers globally say they have increased makeup usage compared to 12 months ago. Overall, Innova Market Insights data shows a 74% growth of the term “gender neutral” use in Personal Care & Beauty from 2019 to 2023.
Innova Market Insights data shows that consumers put trust in new ingredients & technologies when choosing their personal care and makeup. The modern consumer invests in research, transparency, and verifiable results, and the trend is extending into makeup.
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.
