Innova Market Insights data indicates that half of consumers worldwide seek more multifunctional face cosmetics, with nearly 50% of new multifunctional makeup launches happening in Europe. Multi-use sets dominate new product development, while eye shadows show the fastest growth. Sustainability claims drive these launches, and hydration benefits are gaining momentum.

Innova Market Insights data reveals that fragrance launches are on the rise globally — with Europe leading by accounting for over half of these introductions. While most new launches are targeted toward women, unisex fragrances are rapidly gaining popularity. Notably, “celestial scents” is emerging as a trend, drawing inspiration from the moon and stars.

Innova Market Insights data indicates that consumer demand for natural ingredients is increasing. Skin care was the leading category for botanical claim launches in personal care, while Asia was the leader of this trend. Herbs was the leading fragrance for botanical launches.

Innova Market Insights data indicates that beauty supplement launches are rising globally, with 21% growth from October 2019 to September 2024. Nearly half (46%) of beauty supplement launches were in Europe. Additionally, 30% of beauty supplements also feature joint health claims.

Innova Market Insight data indicates a 4% compound annual growth rate in global hair care launches between July 2019 and June 2024. Nearly half of these launches came from Europe, with shampoos representing one-quarter of total launches. Ethical claims were the top product positionings in hair care, while launches featuring microbiome support saw a significant rise with an 88% CAGR over this period.

Innova Market Insights data indicates that sustainable claims in beauty product launches increased by 21% from July 2019 to June 2024. Europe accounted for over half (52%) of these launches, with face and body cosmetics leading the way in sustainable beauty offerings.

Innova Market Insights data shows a 31% average annual growth in vegan claims for cosmetic launches between April 2019 and March 2024. Face foundations and illuminators are at the forefront of these vegan launches, while eye mascaras are rapidly gaining momentum.

Innova Market Insights data indicates that the use of mushrooms in Beauty & Personal Care launches witnessed a +49% average annual growth between April 2019 and March 2024. From April 2023 to March 2024, Europe was the leading region for these launches. More than half of launches with mushrooms were in Face/Body Cosmetics. During the same period, snow mushroom extract was the top ingredient used. 

Innova Market Insights data indicates that using upcycled ingredients in personal care products saw significant growth, with an average annual increase of 62% from April 2019 to March 2024. Europe accounted for 56% of these new product launches. Upcycled ingredients were predominantly featured in fragrances and skin care products, with female fragrances leading the subcategories in NPD involving upcycled materials. Additionally, cruelty-free claims were prominent among personal care items containing upcycled ingredients.