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Incoming EU anti-greenwashing directive pushes beauty toward sustainability substantiation

National laws implementing a new EU anti-greenwashing and consumer protection directive will come into effect on September 27 across all member states. The Empowering Consumers for the Green Transition (ECGT) Directive will introduce stricter guidelines related to environmental claims made about consumer products and outline clearer criteria for their substantiation and verification.Directive (EU) 2024/825 — which bans generic environmental claims without sound substantiation — has direct implications for the personal care and beauty industry, as it regulates the credibility of sustainability claims across an increasingly complex beauty value chain.
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Home fragrance evolves for longevity, well-being and eco-impact
Home fragrance is moving from a functional air-care category toward a more sophisticated sensory category, showing a convergence of performance chemistry, wellness, and environmental ethics.Innova Market Insights data indicates that over half of global consumers are motivated by scent when purchasing household fresheners. The industry is responding with novel innovations, leading to a 23% CAGR of air fragrance launches from July 2021 to June 2026.
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K-beauty fuels ingredient literacy across global beauty, says Kiss New York
South Korean beauty is no longer a separate category as Western brands absorb its textures, actives, and routine logic. Western beauty brands are taking cues from Korean skin care innovation, particularly around textures, ingredient-focused formulations, and products that combine convenience with efficacy. 
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Sustainable beauty solutions
Innova Market Insights data indicates that new personal care launches with sustainable claims grew at a +31% CAGR from July 2021 to June 2026. While cruelty-free remains a key consumer marker of sustainable beauty, innovation is expanding into areas such as sustainable oils, 2-in-1 formats, recycled materials, and reef- and ocean-friendly solutions.
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Performance with purpose: Evaluating fragrance, stain removal, and laundry pod technologies
This technical study from Ingredients + Specialties from Univar Solutions demonstrates how targeted formulation platforms can help address evolving laundry care expectations across freshness, stain removal, and convenient dose-format cleaning. To evaluate these benefit areas, a set of prototype formulations were tested under controlled conditions at their Solution Centre in Europe.

This technical paper is brought to you by Ingredients + Specialties from Univar Solutions.
Vantage body care ad featuring a woman applying a body scrub, with the message “Body care meets faceification. High-performance, head to toe
Body care meets faceification. High-performance, head to toe
Body care is no longer a secondary category. Consumers are demanding active-powered, clinically backed results from neck to toe — and the market is responding fast. Discover the ingredient technologies enabling the next generation of high-performance body care formulations, from body serums to targeted treatments.

This video is brought to you by Vantage.

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Target deepens K-wellness offering with Clöud Café holiday launch
Frosted Peppermint Mocha.
K-wellness brand Clöud Café is deepening its Target partnership with a limited-edition holiday collection launching online and in-store endcaps.
Unilever sharpens global brand focus with Zwitsal sale
Unilever building.
Unilever has received a binding offer from Dutch personal care manufacturer Royal Sanders for baby care brand Zwitsal. The move is part of the consumer goods giant’s strategy of concentrating its portfolio on its largest international brands and priority categories.
Lucas Meyer Cosmetics targets whole-body freshness with sweat control solution
Woman applying deodorant.
Lucas Meyer Cosmetics by Clariant has launched KanuFresh, a natural-origin active positioned between conventional deodorants and sweat-control solutions.
K-beauty boom draws Musinsa into South Korea’s beauty retail race
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K-beauty’s seemingly insatiable global demand and sustained growth momentum are attracting competition for the South Korean cosmetic retail front-runner, Olive Young. South Korean retailer Musinsa may be making moves to carve out its space in the booming industry against Olive Young’s established market dominance.Musinsa inaugurated its first standalone multi-brand beauty flagship this month. The South Korean fashion retailer’s beauty venture arrives Musinsa is pursuing an initial public offering at a targeted valuation of more than ₩10 trillion (US$7.2 billion). 
Indonesia backs cosmetics SMEs as beauty exports rise 13.7%
Indonesian woman applying face cream.
Indonesia’s Ministry of Industry is strengthening support for small and medium-sized cosmetics manufacturers (SMEs) as it seeks to improve their competitiveness and expand access to international markets.
Webinar preview: Innova Market Insights maps 2027 top nutrition trends
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Nutrition Insight

Scientific advances, changing lifestyle needs, and cost-of-living pressures are driving consumer demand for tangible benefits across metabolic health, longevity, energy, and everyday wellness goals, according to Innova Market Insights. Ahead of our upcoming webinar, “Top Nutrition Trends 2027,” Nutrition Insight sits down with Lu Ann Williams, president and co-founder of Innova Market Insights, to explore key consumer shifts and market opportunities across the nutrition, nutraceutical, and supplement industries. 
Highlighted features
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Health and Beauty
GLP-1 beauty side effects expose nutricosmetic niche as...
Expanding research is identifying nutrition as a missing piece in GLP-1-related skin changes, giving rise to a new segment of beauty products built around nutrients that support the skin during GLP-1 use.A recent review, published in Aesthetic Surgery Journal, argues that rapid weight loss from GLP-1 medications pushes the skin into a state of breakdown and repair. However, it occurs at the same time the user loses their appetite, and their food intake declines. The review suggests that the combination of GLP-1-induced skin restructuring and nutritional deficit may aggravate negative skin health symptoms associated with weight-loss drug use.
young women applying makeup
Tech & Innovation
dsm-firmenich and Estée Lauder advance AI-driven beauty...
Beauty companies are increasingly shifting AI strategies from operational efficiency toward discovery and personalization. dsm-firmenich is applying AI to ingredient discovery through its partnership with Boltz, while The Estée Lauder Companies (ELC) is using AI-powered insights through Profound to optimize brand visibility across generative search platforms.dsm-firmenich’s partnership with Boltz will leverage the biomolecular modeling AI start-up’s proprietary foundation models in the global flavors and fragrances company’s ingredient-discovery process and will use them to develop scent molecules.
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Business News
L’Oréal leans into K-beauty with Cosmax development...
L’Oréal and South Korean cosmetics manufacturer Cosmax have signed a memorandum of understanding (MOU), partnering to develop novel K-beauty-inspired cosmetics, ingredients, and sensorial formulations for global audiences. Under the partnership, L’Oréal offers its global brand portfolio and consumer knowledge, while Cosmax brings science-backed product development and agile R&D.

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Home fragrance trendsSep2026

Innova Market Insights data indicates that more than half of global consumers are motivated by scent when purchasing household fresheners. The market is responding with new product launches, with air ...

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Innova Market Insights

Product innovation

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Multifunctional marvels Sep 2026

Beauty brands are embracing multifunctionality by combining makeup, skin care, and anti-aging benefits into single products. Multi-use formats for lips, cheeks, eyes, and face are paired with active ingredients such as peptides, hyaluronic acid, retinol, and vitamin C, delivering hydration, barrier support, brightening, and wrinkle care while simplifying daily beauty routines.

Trend analysis

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Sustainable beauty solutionsSep 2026

Innova Market Insights data indicates that new personal care launches with sustainable claims grew at a +31% CAGR from July 2021 to June 2026. While cruelty-free remains a key consumer marker of sustainable beauty, innovation is expanding into areas such as sustainable oils, 2-in-1 formats, recycled materials, and reef- and ocean-friendly solutions.

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Vantage body care ad featuring a woman applying a body scrub, with the message “Body care meets faceification. High-performance, head to toe
Video12:03
Body care meets faceification. High-performance, head to toe

Body care is no longer a secondary category. Consumers are demanding active-powered, clinically backed results from neck to toe — and the market is responding fast. Discover the ingredient technologies enabling the next generation of high-performance body care formulations, from body serums to...

Consumer Reports video thumbnail: Stylist braiding purple extensions into a client’s long black hair, with a circular professional headshot inset
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Consumer Reports: States urged to regulate braiding hair amid federal silence
 Paulo Teixeira, Melt&Marble
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Melt&Marble: Accelerating commercial readiness for personal care products with INCI milestone
Kacey Brides, Givaudan, Primalhyal 300, NYSCC Suppliers’ Day 2026, Skin Care, Active Ingredients, Healthy Aging, Cosmeceuticals, Hyaluronic Acid, Skin Repair, Hydration, Sensitive Skin, Aging Skin, Po
Video03:10
NYSCC Suppliers’ Day 2026: Givaudan highlights PrimalHyal 300 for skin repair
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