According to Innova’s Top Personal Care Trends 2026, longevity in personal care is moving beyond anti-aging toward a more holistic, wellness-led approach to healthy aging. Consumers are increasingly accepting aging as a natural process, while still seeking products that support resilience, confidence, and long-term personal care health.

Innova Market Insights data indicates an increase in sustainable and ethical claims for global Skin Care launches, with an average annual growth of 11% from October 2020 to September 2025. Facial/Neck Moisturizers had the most launches with 27% share, but the fastest increase in sustainability claims was for Facial/Neck Serums.

Innova Market Insights data indicates that personal care launches with Christmas and festive-themed influences are gaining ground. Brands are releasing their annual Christmas limited-edition collections, as well as adding festive and comforting scents, sparkles, and nourishing ingredients for the season.

Innova Market Insights data show a 30% compound annual growth rate in winter claims for global Personal Care launches. Of these launches, 42% were in the Hand, Bath & Shower category. These products attract consumers with festive winter packaging and fragrances.

Innova Market Insights data shows a 2% increase in personal care launches featuring carrageenan claims from July 2022 to June 2025. Of these launches, 54% were in skin care, while 31% belonged to the oral care category. The use of carrageenan in hand, bath & shower products grew by 14% over five years.

Biotechnical innovation is marching forward, with biotech ingredients showing prominently in new personal care launches. This has been boosted by the popularity of fermentation and cell culture, which can then help to target the effectiveness of the ingredients. Peptides, plant stem cell extracts, and biofermented vitamins are all part of this trend.