Microbiome in focus

Jan 2026

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.  

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.

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.