Innova Market Insights data shows that collagen continues to establish itself as the top anti-aging essential, with 1 in 2 consumers worldwide interested in collagen as an anti-aging ingredient. Europe leads globally in collagen supplement launches. Collagen Hydrolyzate was the most common ingredient, while collagen type II was the fastest growing for beauty supplements with collagen.

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Innova Market Insights data indicates a +17% average annual growth in Personal Care launches with natural & organic claims. Approximately 58% of these launches took place in Europe. Most of these launches were in the Skin Care and Hair Care categories, with Fragrances showing an increase, indicating new opportunities for innovation.

Innova Market Insights data shows a 13% increase in personal care product launches mentioning marine, sea, or ocean claims & ingredients. More than half of these ocean-derived personal care launches were in Europe. While ocean-derived claims were most common in skin care products, there is also an increase in NPD in hair care.

According to Innova Market Insights' Top 10 Beauty Trends 2025, “function over form” ranked #1 on this list, as consumers globally seek long-lasting quality and functionality-driven performance in beauty products. Europe accounted for half of global launches. Lip gloss/balm was the top subcategory, and ethical claims dominated product positionings.