Innova Market Insights data shows that sustainability remains a key trend in 2026, with consumers worldwide prioritizing clean label and natural ingredients. Asia stands out as the most innovative region, with a 22% increase over five years, as consumers define sustainability as using natural products and avoiding chemical ingredients.

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

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. 

According to data from Innova Market Insights, 39% of male consumers globally use facial skin care products daily. Male-targeted personal care grew by 11% worldwide between July 2020 and June 2025. Nearly half of men’s health product launches took place in Europe, with fragrances accounting for more than half of all male-targeted launches.

Innova Market Insights data suggests that over half of global consumers associate “clean” beauty with natural ingredients. Reflecting this mindset, personal care products boasting natural and organic claims have surged by 18% globally between April 2020 and March 2025. Skin care leads the clean beauty movement with the highest number of launches, while fragrances are quickly emerging as a fast-growing segment in this space.

According to 42% of consumers worldwide, “long-lasting” is the most influential claim when purchasing sun care products. Globally, the sun care category has grown 8% from April 2020 to March 2025. While sun protection remains the most frequently launched subcategory, there has been a notable rise in self-tanning and bronzer product launches, offering consumers alternatives to traditional sunbathing.

Innova Market Insights data indicates a 33% average annual growth in personal care launches with a microbiome-friendly claim between April 2020 and March 2025. Europe accounted for 59% of these launches. The top category was facial/neck moisturizer; meanwhile, mouthwash launches with microbiome claims are surging.