Innova Market Insights data indicates that new personal care launches with sustainable claims grew at a +31% CAGR from July 2021 to June 2026. While cruelty-free remains a key consumer marker of sustainable beauty, innovation is expanding into areas such as sustainable oils, 2-in-1 formats, recycled materials, and reef- and ocean-friendly solutions.

Innova Market Insights data shows growth in the use of mushroom ingredients in personal care launches, with a 14% CAGR from July 2021 to June 2026. Skin and hair care products featured the highest use of mushroom ingredients, while body care experienced the fastest growth in innovation. These ingredients are most commonly found in hydrating products, where they provide softening and smoothing benefits.

Innova Market Insights data indicates growth in natural claims, with 32% CAGR from April 2021 to March 2026 in product launches. This is underpinned by consumers increasingly seeking more natural ingredients when shopping for their beauty products. Skin care and hair care had the largest share of natural launches, while body care grew the fastest.

Innova Market Insights data shows that sun care launches are gaining momentum globally, with +13% growth from April 2021 to March 2026. This also aligns with consumers using more sun care. The market is dominated by sun protection products, but there is an increase in self-tanning and bronzing products.

Innova Market Insights data indicates a 14% average growth in plant-based claims for personal care launches from 2021 to 2025. Europe accounted for the largest share of launches, with hand, bath, and shower products leading the category. Shower products dominated, while massage oils are gaining traction.

Innova Market Insights data indicates that in the past three years, there has been a 15% increase in growth for personal care launches with botanical/herbal claims. This aligns with consumers’ interest in products with botanical ingredients. Asia led these launches, while gotu kola extract launches show potential for innovation.

Innova Market Insights data indicates that the use of sustainable packaging in personal care product launches grew 20% year-over-year from 2024 to 2025, reflecting a strong demand for more eco-friendly products, inside and out.

Innova Market Insights data indicates that men globally pay attention to their skin and personal care needs. Over the years, product launches in this segment have increased, with new and exciting innovations appearing in the fragrance sector. Meanwhile, there is also growth in male-targeted body care and conditioners.

Innova Market Insights data indicates a rapid rise in microbiome claims for Personal Care launches globally, with a 33% annual increase from October 2020 to September 2025. Of these launches, 60% were in Europe. Skin Care was the leading category, but there has been an increase in microbiome claims for other products, such as Shaving and Depilatory products, as well as Hair Treatments.