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 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.

Innova Market Insights data indicates 33% of consumers globally consider anti-aging as the most important functional skin care feature. This has led to a 5% global market growth in product launches featuring anti-aging claims from 2019 to 2023. Notably, oils have been at the forefront of innovation in this sector, achieving an 8% growth over the same period. 

Innova Market Insights data indicates a 9% average annual growth in personal care launches with biodegradable ingredient claims from 2019 to 2023. Seventy-three percent of the launches were in Europe. Half of the launches were in Hand, Bath & Shower category. Two in three launches with biodegradable ingredients also came in sustainable packaging.