Innova Market Insights reports a 27% annual growth in ethical packaging claims for personal care launches (April 2019–March 2024). Hair Care comprised 23% of launches, with 27% using bottle packaging.

Innova Market Insights data indicates a global boost in microbiome claims for personal care launches. From April 2019 to March 2024, there was 52% growth, with Europe attributing 69% of these launches. Forty-one percent of new product launches with microbiome claims were in skin care, but there is a surge of growth of microbiome claims in sun care.

Innova Market Insights data indicates that global deodorant launches rose, showing a 4% year-over-year growth from April 2022 to March 2024. Deodorant Sprays lead the NPD, making up 45% of launches from April 2023 to March 2024. Linalool is the most used ingredient in 48% of these products. Top positioning claims include Long Lasting (81%), Anti-Perspirant (72%) and Alcohol-Free (36%).

Innova Market Insights data indicates that global launches of fine fragrances are on the rise, with a +23% year-over-year growth from April 2022 to March 2024. From April 2023 to March 2024, Fragrances for women led NPD, accounting for 54% of the launches. Linalool emerged as the leading ingredient in 57% of global fragrance launches.

Innova Market Insights data indicates oral care launches are increasing globally, featuring a +30% year-over-year growth when comparing Oct 2021 – Sept 2022 vs. Oct 2022 – Sept 2023. Toothpaste was the leading sub-category of these launches, and Long-lasting was the top positioning.

Innova Market Insights data indicates that the use of surfactants in personal care launches tracked with biodegradable ingredients is increasing globally, featuring a +5% average annual growth from 2019 to 2023. In 2023, more than half of these launches were in the Hand, Bath & Shower (52%) category. The leading bio-surfactant in these launches was Cocamidopropyl Betaine (38%).

Innova Market Insights data indicates that there is a steep increase in the use of environmentally sustainable claims for personal care, featuring a +9% year-over-year growth from October 2021 to September 2023.  Skin Care was the leading category for these launches, and 74% of eco-friendly launches also had a sustainable packaging claim.