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How beauty brands can turn fleeting trends into everyday essentials

Beauty brands are under pressure to keep up with trends at a faster pace than ever, which means cosmetics labs must innovate on an accelerated timeline. However, formulation still rests on whether a trend has a shelf life outside of its initial buzz. Personal Care Insights speaks with the development, production, and leadership team at Tsilkov Cosmetics, a private label skin care and hygiene manufacturer in Bulgaria, about how brands can turn trends into products with staying power. 
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Anti-pollution solutions broaden into exposome and climate-adaptive care
Climate change is bringing more heat waves, humidity fluctuations, and unpredictable air quality, prompting ingredient suppliers to expand pollution defense into broader climate-adaptive care that builds skin resilience. Anti-pollution skin care is no longer standing on its own.Innova Market Insights data indicates that personal care launches with anti-pollution claims grew at an 8% CAGR from July 2023 to June 2026. 
International Flavors & Fragrances (IFF) is placing its bets on hair care claims backed by scientific evidence.
IFF’s Inositol moves from skin to scalp with clinical hair-growth data
As the hair care market fills with promises to slow or reverse hair loss, International Flavors & Fragrances (IFF) is placing its bets on hair care claims backed by scientific evidence. The company recently unveiled clinical data showing that Inositol, a long-standing skin care active derived from upcycled sugar beets, can significantly improve hair growth, thickness, and density when applied daily as a scalp serum.
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Healthy aging heroes
Innova Market Insights indicates steady growth in personal care launches with anti-aging claims, with a 4% CAGR from July 2021 to June 2026. Consumers are open to the idea of aging well: Globally, 46%  say they look better as they age. Skin care dominates at 88% of launches, with facial and neck moisturizers the top subcategory.
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Who masters the art of multifunctionality? We do.
Multifunctional ingredients are transforming personal care preservation by combining microbial protection with formulation efficiency, natural-origin positioning, skin benefits, sensory enhancement and easier processing. Ashland’s recent launches illustrate how preservative strategies can deliver added value, helping formulators create safer, more transparent, consumer-relevant products with stronger performance and clearer ingredient purpose.

This Technical Paper is brought to you by Ashland.
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SupplySide Global 2026: Lubrizol presents microencapsulation technology and ingredients for beauty-from-within

At SupplySide Global 2026, Lubrizol highlighted its latest ingredients and technology capabilities targeting the beauty-from-within space. Personal Care Insights speaks with Stephen Glass, account manager at Lubrizol, who discusses the trends shaping nutraceutical innovation today. The company also addresses the growing body of scientific evidence behind its ingredient Curcushine and its potential skin benefits for women across different life stages. 

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Estée Lauder anchors portfolio-wide innovation in skin longevity science
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The Estée Lauder Companies (ELC) has debuted a longevity-focused scientific innovation platform, Mastering Skin Longevity. The platform is touted to advance the beauty giant’s ingredient innovations, technologies, formulations, and future product development. Mastering Skin Longevity was unveiled at the China International Import Expo (CIIE) (Nov 5–10). The portfolio progresses past the study of individual hallmarks of aging and instead focuses on the “Master Regulators of Skin Longevity.”  
Allergan Aesthetics studies target “Ozempic face” with injectable treatments
woman getting injection
Allergan Aesthetics has found that weight-loss drug patients who use injectable aesthetic treatments experience increased satisfaction with their facial appearance, according to two Phase 4 studies. The studies, Harmony in Diversity and Halo, examined how injectables might address skin care concerns associated with GLP-1 use.The findings show “statistically significant” indications that hyaluronic acid (HA) fillers, neurotoxins, and compatible skin care formulations can boost patients’ satisfaction with their facial appearance, skin quality, and perceived confidence.
Plate to perfume: Are GLP-1s fueling the gourmand fragrance boom?
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GLP-1 is having a mounting influence on the food-based fragrance industry. Personal care players are researching how users of the drugs respond to scent and using the findings to shape new solutions. Givaudan, IFF, and L’Oréal are all exploring the connection. 
ELF Beauty sales surge 51% as Rhode boosts growth and FY2027 outlook
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ELF Beauty has reported a 51% year-over-year increase in net sales to US$520.8 million in its Q2 2027 results. The report has prompted the company to raise its 2027 fiscal outlook, forecasting sales above US$2 billion. Retail and e-commerce performance in the US and global markets drove the momentum across the company’s portfolio, which includes ELF Cosmetics, ELF Skin, ELF Hair, Rhode, Naturium, and Well People.
Silab tackles iron imbalance in menopausal skin with anti-aging active
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Silab has launched Metallomia, a topical active ingredient targeting the controlled release of iron in menopausal skin to combat premature aging. The detoxifying natural active is derived from marshmallow roots and tackles metallo-aging and enhances ultraviolet (UV) resilience in the skin, according to the company. 
AI diet plans match on quality but differ on water footprint, study finds
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Nutrition Insight

A new study comparing AI-generated diets found that the plans scored similarly on diet quality but differed in environmental costs, and that the AI rarely gave the same answer twice. When researchers asked ChatGPT (5.5 Instant), Claude (Opus 4.8), and Gemini (3 Flash) to produce meal plans aligned with the EAT-Lancet diet, energy-adjusted diet quality scores were comparable across platforms, while water footprints of the suggested foods differed by up to 15%. 
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Business News
How Unilever, ELC and P&G are funding their next phase of...
The beauty industry’s biggest players are preparing for their next phase of growth, taking different routes to fund it. Unilever and The Estée Lauder Companies (ELC) are looking inward, with both cutting internal costs and simplifying operations to reinvest in brands. Procter & Gamble (P&G) is looking outward, raising US$4 billion from debt investors. Unilever aims to cut €1 billion (US$1.12 billion) in costs by the end of 2029, to cover the left-behind expenses from offloading its food business to McCormick. The company is restructuring to become a pure-play personal care, beauty, and home care business, seeing these as its most profitable divisions to focus on.
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Business News
Kimberly-Clark completes US$48.7B Kenvue acquisition in...
Kimberly-Clark has completed its acquisition of Kenvue, a cash-and-stock transaction originally valued at an enterprise value of approximately US$48.7 billion. The deal brings together 10 billion-dollar brands across personal care and consumer health, with Kimberly-Clark positioning the combined company as the “preeminent global consumer health and wellness leader.” The acquisition utilizes Kimberly-Clark’s Powering Care growth engine and operating model to enhance value across the portfolio. The company underscores its forecast run-rate synergies of approximately US$2.1 billion, with its upcoming value capture plans already laid out. 
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Tech & Innovation
Croda dominates AI beauty ingredient discovery as suppliers...
The Pitman Comms Visibility Index Report has named Croda as the winner in the beauty industry’s behind-the-scenes Generative Engine Optimization (GEO) search results. The B2B consultancy analysis of ChatGPT’s beauty sourcing recommendations highlights wide disparities across AI visibility.  The UK-focused test posed ChatGPT with six unbranded supplier-discovery questions, focused on buyers’ cosmetic ingredient search specifications across five ingredient categories. Croda stood out with a clear lead as the only company to achieve consistent recognition across all five categories. 

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Trends in anti-pollution solutionsNov2026

Innova Market Insights indicates growth in personal care launches with anti-pollution claims, with an 8% CAGR from July 2023 to June 2026. Europe accounts for just over half of launches at 51%, follow...

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The new era of beauty from within Nov 2026

Innova Market Insights data indicates a 1% average annual growth rate in hair, skin and nails supplement launches between July 2021 and June 2026. Vitamin C, vitamin B7 and vitamin E were the top ingredients used. A quarter of launches also contained joint health claims. Nearly one third of launches were in powder format, gel supplements showed opportunity for innovation with 65% CAGR during the same period.

Trend analysis

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Healthy aging heroesNov 2026

Innova Market Insights indicates steady growth in personal care launches with anti-aging claims, with a 4% CAGR from July 2021 to June 2026. Consumers are open to the idea of aging well: Globally, 46%  say they look better as they age. Skin care dominates at 88% of launches, with facial and neck moisturizers the top subcategory.

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Video05:34
SupplySide Global 2026: Lubrizol presents microencapsulation technology and ingredients for beauty-from-within

At SupplySide Global 2026, Lubrizol highlighted its latest ingredients and technology capabilities targeting the beauty-from-within space. Personal Care Insights speaks with Stephen Glass, account manager at Lubrizol, who discusses the trends shaping nutraceutical...

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Azitra: Functional human filaggrin for barrier support
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LeNose targets Gen Z home luxury with perfumer-crafted hand soaps
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