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Deodorant market trends in the US and Canada

Deodorant market trends in the US and Canada

Deodorant plays a vital role in personal hygiene, protecting against odor and perspiration while enhancing freshness. Deodorants are more than a daily essential — they boost confidence and comfort and are a key part of personal care routines. Innova Market Insights’ Innova360 research into the deodorant market in North America highlights product launches, fragrance choices, and opportunities in the market. 
Broad spectrum beauty: SPF reformulated for feel, function, and transparency
Broad spectrum beauty: SPF reformulated for feel, function, and transparency
Sun care is being reimagined through a skin care lens as it evolves from a seasonal staple to a daily necessity. This summer’s beauty trends highlight an increased SPF awareness fueled by a demand for personalized textures, ingredient transparency, and more innovative formulations beyond UV protection.
James Read embraces “skinification” with Gen Z-focused hybrid tanning line
James Read embraces “skinification” with Gen Z-focused hybrid tanning line
Global tanning brand James Read is expanding its Self Glow range this month with tanning drops and a serum, utilizing skin-enhancing actives. The launch aligns with the industry’s “skinification” trend and addresses the increasing consumer demand for hybrid beauty solutions.  Personal Care Insights speaks to brand founder James Read about its innovations and how Gen Z influences the tanning category. He says the young consumers are seeking multifunctional, skin-first products that deliver both aesthetic enhancement and long-term skin care benefits.  
The collagen revolution: Protecting & boosting the collaverse, the collagen ecosystem
The collagen revolution: Protecting & boosting the collaverse, the collagen ecosystem
Although consumers understand that collagen is necessary for youthful skin, many are unaware that our body contains a complex ecosystem of 28 interconnected types of collagen, the Collaverse. Ashland's recent innovations, collapeptyl and blumilight biofunctionals - through cutting- edge peptide science and white biotechnology - represent two complementary approaches for 20 collagen chains boost and photoprotection.This Technical Paper is brought to you by Ashland. 
Cosmetic Business 2025: Berg + Schmidt flags global demand for fast-absorbing creams
Cosmetic Business 2025: Berg + Schmidt flags global demand for fast-absorbing creams
Berg + Schmidt presents its Texture and Sensory Compass at Cosmetic Business 2025 in Munich, Germany. The tool is designed to help formulators fine-tune products by guiding them to the desired texture and skin feel. Anne Stieler, marketing manager at Berg + Schmidt, tells us that sensory preferences are often region-dependent but that there is a global search for minimal ingredients and that light, fast-absorbing creams are trending.
Cosmetic Business 2025 review: Sustainability drivers and healthy aging proliferate
Cosmetic Business 2025 review: Sustainability drivers and healthy aging proliferate
At Cosmetic Business 2025 in Munich, Germany, eco-conscious solutions from formulation to packaging dominated the trade show floor. Standout trends included customizable and ecological packaging, longevity-based skin care, and cosmetics combining high-quality sensory appeal with sustainability credentials. Naturalness was incorporated wherever possible, with beauty companies targeting the consumer preference for green ingredients and packaging.

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Fighting acne with AI: Inside MetaNovas’ tech-driven peptides
face made of technology
MetaNovas uses artificial intelligence (AI), deep learning, and biomedical knowledge to create bioactive skin care ingredients, specializing in functional peptides. Personal Care Insights speaks with Lun Yu, co-founder and CTO at MetaNovas, about the company’s functional peptides for acne, the technology behind them, and how it reduces animal testing while contributing to environmental sustainability. 
Kao expands halal beauty in Indonesia ahead of cosmetic law
indonesian woman with hijab standing with arms in a cross
Kao has released its halal-certified Biore Breeze deodorant in Indonesia and plans to produce halal sunscreen locally next year. The move targets Indonesia’s growing demand for halal products and adheres to regulations coming in 2026, requiring cosmetics to be halal-certified.  The launch consists of a gel and spray-formulated antiperspirant designed for Indonesian women. The product was made with local consumers wearing a hijab in mind, as the country has a hot and humid climate. The formulation provides skin-friendly protection against odors while aligning with religious beliefs.  
Cosrx debuts peptide-based hair care amid rise of “skinification”
woman with shiny brown hair laying on arms
Cosrx has launched its first product line for scalp and hair. The Peptide-132 damage repair collection consists of a shampoo, treatment, and oil serum, all built around Cosrx’s proprietary ingredient, Peptide-132 (Tripeptide-132 HCl).
Unilever partners with South African start-up for automated refill store
refill station
Sonke, a South Africa refill start-up, has launched an automated refill store to dispense Unilever products in Johannesburg. The Skubu store aims to drive a circular personal care packaging economy by facilitating refill consumption and behavioral change. The store was launched in collaboration with Transform, an impact accelerator led by Unilever, the UK Government’s Foreign Commonwealth and Development, and Ernst & Young (EY).
Carcinogen-laced cosmetics: California retailers found selling banned chemicals
woman with smeared red makeup
California’s Department of Public Health, US, has identified over 170 personal care products being sold across the state that contain carcinogens and neurotoxins banned by law. The Environmental Working Group (EWG), is calling for urgent enforcement to remove the products containing the toxic chemicals, which includes formaldehyde, mercury, and PFAS. Products flagged in the state’s Safe Cosmetics Program include lash adhesives, hair treatments, skin care, and nail hardeners sold in 12 counties.
SternLife focuses on fitness with indulgent bars and hydrating protein drinks
SternLife's new range of bars on display at the Vitafoods Europe 2025 Trade Show.

Nutrition Insight

At this year’s Vitafoods Europe trade show in Barcelona, Spain, the German private label specialist SternLife showcased its latest lifestyle and sports nutrition innovations. The company introduced its new ‘Better Snacking’ range of high-protein bars and unveiled refreshing protein drink powders as lighter alternatives to traditional shakes.
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Personal Care Insights News

Olive Tree People champions waterless beauty to combat global water crisis

Olive Tree People is replacing the water in skin care with an elixir from Spanish olive trees to achieve a more nutrient-dense alternative, save water, and increase water access in the world’s scarcest areas.  According to the waterless brand, the beauty industry consumes eight trillion liters of water annually. Meanwhile, UNICEF reports that 2.3 billion people worldwide lack access to basic, clean drinking water.  

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Tech & Innovation

Ancestry and AI drive equity in Black and Latinx hair care

The global hair care industry is experiencing renewed momentum around cultural inclusivity. SheaMoisture has launched a Black hair culture campaign, Myavana partnered with The Beauty Genie for AI-powered textured hair analysis, and Isima debuted product lines for Latinx consumers.

Personal care focus

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Microbiome mastersJun2025

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 launch...

Product innovation

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Summer beauty Jun 2025

According to Innova Market Insights, Sun Care’s NPD grew by 11% between April 2020 and March 2025. Sun Protection accounted for the largest share of launches at 83%, and this subcategory also had a 14% increase in product launches during the same period.

Trend analysis

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Beauty of agingJun 2025

Innova Market Insights data indicates +11% growth in anti-aging claims for Personal Care launches from 2020 to 2024. Skin Care is dominating the anti-aging space, but Body Care is picking up the pace.

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Cosmetic Business 2025: Berg + Schmidt flags global demand for fast-absorbing creams

Berg + Schmidt presents its Texture and Sensory Compass at Cosmetic Business 2025 in Munich, Germany. The tool is designed to help formulators fine-tune products by guiding them to the desired texture and skin feel. Anne Stieler, marketing manager at Berg + Schmidt, tells us that sensory...

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Cosmetic Business 2025: Quadpack reveals refillable and dispensing technology for beauty products
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Cosmetic Business 2025: Vytrus Biotech predicts glass skin trend will endure
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Cosmetic Business 2025: Cosphatec discusses palm oil alternatives in cosmetics
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