Home care champions

Dec 2025

Innova Market Insights data indicates a 16% year-over-year growth in household product launches between October 2023  and September 2025. Europe was the leading region, accounting for one-third of global launches. Air fresheners were the top category, while cotton bud launches are growing rapidly.

Trends in ethical aesthetics

Nov 2025

Innova Market Insights data shows an increase in cosmetics launches with ethical claims. Specifically, there is a +7% average annual growth in beauty product launches with ethical claims from June 2020 to July 2025. The Face/Body Cosmetic category had the largest share of launches with ethical claims.

Trends in collagen peptides & beauty

Oct 2025

Innova Market Insights data shows that consumers trust collagen, with half globally picking it as the most effective anti-aging ingredient. Data reveals that Personal Care launches with collagen ingredients are gaining ground and have increased by 15% from July 2020 to June 2025. One in two launches with collagen were in Asia, making it the largest share of NPD.

Home fragrance focus

Sep 2025

Innova Market Insights data indicates a 37% compound annual growth rate in home air care launches between April 2020 and March 2025. Air fresheners accounted for over half of household air care products, and 50% of total launches carried a long-lasting claim. Fresh remains the leading fragrance, while American-inspired scents are emerging.