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.

Anti-pollution solutions

May 2025

Innova Market Insights data indicates a 4% compound annual growth in personal care launches with anti-pollution claims from 2020 to 2024, with Europe accounting for half of these launches. Ethical claims such as microplastic-free are growing as consumers are interested in knowing more about the circularity in packaging and production.

Antiperspirant advancements

Apr 2025

Innova Market Insights data shows a 6% increase in global antiperspirant launches from 2020 to 2024. While consumers prefer spray antiperspirants, roll-on launches are also on the rise. Additionally, there is a growing emphasis on microplastic-related claims in NPD.