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.

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.

Biodegradability claims increase for personal care

Aug 2025

Biodegradable claims are gaining momentum in personal care, with Innova Market Insights data indicating an 11% average annual growth between April 2020 and March 2025. Europe leads the charge in the sustainability trend, and hand, body, and shower products are the most launched category. Notably, biodegradable claims are also on the rise in the global fragrance market, signaling a broader shift toward eco-conscious beauty.

Children’s care launches

Jul 2025

Innova Market Insights data indicates a 10% average annual growth in personal care launches for children between April 2020 and March 2025. The data also shows more than half of global consumers would only use baby/children products recommended by doctors or pediatricians.