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Innova is a global market insights provider with an international network of CPG specialists covering six continents.
Healthy aging heroes
Nov 2026
Innova Market Insights indicates steady growth in personal care launches with anti-aging claims, with a 4% CAGR from July 2021 to June 2026. Consumers are open to the idea of aging well: Globally, 46% say they look better as they age. Skin care dominates at 88% of launches, with facial and neck moisturizers the top subcategory.
Sustainable beauty solutions
Sep 2026
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.
Mushroom-derived ingredients
Aug 2026
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.
Natural claims for personal care
Jul 2026
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.
