As we move forward in 2025, it’s clear that the beauty and personal care (BPC) sector is experiencing a transformation shaped by consumer demand for transparency, sustainability, and efficacy. With a growing desire to purchase products aligned with their values, today’s consumers are steering the market toward sustainable innovation.

According to research by NielsenIQ, clean beauty products are growing 4x faster than the total category (+8.1% vs 2.0%). Further highlighting this trend, clean beauty shoppers spend, on average, only $66 more annually than typical shoppers–proving that shopping clean doesn’t have to break the bank.

The top three attributes that BPC shoppers look for are products that use natural ingredients (40.2%), respect the environment (17.6%), and use recyclable packaging (15.8%). In this evolving landscape, brands must strike the right balance between traditional formulations, cutting-edge science, and valuing nature’s potential and limits. From biotechnology breakthroughs to microbiome-focused solutions to clean formulations, the next wave of personal care ingredients will focus on appealing to tomorrow’s consumer.

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In this analysis, we’ll explore five key trends defining BPC ingredients in 2025, backed by industry insights and Novi market data.

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Trend 1: Biotech and fermented ingredients

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Biotech innovations are redefining how ingredients are sourced and manufactured, enabling the production of ingredients that are difficult or unethical to harvest naturally. Biotech includes a range of different methods, from bio-fermentation to plant cell or tissue culture to genetic engineering.

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These ingredients are favored for their sustainability, efficacy, and ability to be reproduced in controlled environments without depleting natural resources. They can be used in moisturizers, anti-aging agents, and texture enhancers, and they can replace petrochemical¹ and animal-derived ingredients like collagen and elastin.

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For example, squalane—typically used as an emollient—was historically sourced from shark liver. Today, it is predominantly sourced from plants to meet cruelty-free standards, and companies like Biossance, a Clean + Planet Aware at Sephora brand, use squalane derived from sugarcane. Bio-fermented hyaluronic acid, another example, has emerged as a sustainable, scalable alternative to traditional extraction methods. Hyaluronic acid has exceptional moisture-retaining properties—holding up to 1000 times its weight in water. As a result, it is expected to grow in popularity as it can replace less effective, potentially irritating humectants.

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At Novi, we see the following trends in biotech ingredients across our customer portfolio:

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Most commonly used² across all customers:

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• Sodium Hyaluronate: Recent biotech advancements have optimized this fermentation-derived skin conditioner. It can replace traditional humectants like polyethylene glycol (PEGs) or propylene glycol, which may irritate sensitive skin and have environmental impacts during production. Sodium hyaluronate also serves as a viable replacement for animal-derived hyaluronic acid. Its biodegradability, vegan and cruelty-free sourcing, and low-energy, low-waste production make it environmentally friendly. As a result, it has a lower carbon footprint than synthetic alternatives and traditional hyaluronic acid.

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Fastest growing³:

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• Saccharomyces/Rice Ferment Filtrate: Derived from yeast fermentation, rice ferment filtrate is known for its skin conditioning and brightening properties. It provides a natural, gentle alternative to synthetic brighteners like hydroquinone, which can cause irritation and long-term skin damage. Hydroquinone has also been linked to cancer and is banned in the EU and some Asian countries.

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2024 newcomer⁴:

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• Saccharomyces/Lithospermum Erythrorhizon Root Oil Ferment Filtrate: Purple Gromwell Root Oil Yeast Ferment is a natural, bioactive ingredient noted for its skin-soothing, anti-inflammatory and restorative properties. Rich in shikonin, this ingredient helps support skin healing and reduce irritation. It can be used as a gentler alternative to synthetic anti-inflammatories like cortisones that can be irritating to the skin and cause skin thinning with long term steroid use.

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Noteworthy:

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• Hydrolyzed Silk/Activated Silk Peptides: Hydrolyzed silk is beginning to make waves in the industry. Used primarily as a skin conditioner and moisturizer, activated silk peptides are produced by using enzymatic hydrolysis to break down silk proteins into smaller peptides. This process improves their bioavailability and functional efficacy. They are valued for their ability to form a protective barrier on the skin, shielding it from environmental aggressors and preventing moisture loss. As a natural, biodegradable alternative to synthetic conditioners and preservatives, activated silk proteins are gentle and non-irritating, making them a sustainable option for sensitive skin.

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Want to see how biotech innovations are reshaping product formulas and consumer demand? Download our “2025 CPG Trends Report” for a deeper dive.

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Trend 2: Microbiome health

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Growing consumer awareness of skin health and microbiology is driving growth in skincare and personal care products designed to support the skin’s natural microbiome. This involves the use of prebiotics, probiotics, and postbiotics to support the microorganisms living within and on the human body. As renowned London-based facialist Guendalina Gennari, celebrated for crafting Norwegian actress Kristin Froseth’s red-carpet glow, puts it, “The emphasis is [on] maintaining a balanced skin and gut microbiome to enhance overall skin health.” This approach helps to balance skin flora and enhance skin health and can provide an alternative to traditional preservatives and harsh chemicals. For example, Sunday Riley, an Ulta Conscious Beauty brand, uses microbiome-friendly ingredients like lactic acid and aloe barbadensis leaf extract in its products.

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Novi insights reveal the following about this category:

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Most commonly used across all customers:

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• Lactic Acid: An alpha-hydroxy acid derived from milk, Lactic Acid acts as an exfoliant and skin conditioning agent in personal care products. By promoting the shedding of old skin cells, it supports a balanced skin microbiome and enhances skin smoothness. It serves as a safer alternative to harsh chemicals like sulfates and can replace synthetic exfoliants such as microbeads. Additionally, its moisturizing properties help maintain skin hydration.

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Fastest growing:

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• Lactobacillus Ferment Lysate: This ingredient is a probiotic derivative from the Lactobacillus bacteria, which benefits the skin’s microbiome. A natural alternative to synthetic conditioning agents and preservatives, it promotes a balanced microbiome through its moisturizing properties and by strengthening the skin's defenses against environmental aggressors. Additionally, its soothing and hydrating effects promote overall skin health and resilience.

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Noteworthy:

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• Centella Asiatica Extract: While not new or the fastest growing (yet), Gotu Kola Extract is gaining attention in the industry. Rich in saponins, it has antioxidant properties and stimulates collagen production, aiding skin healing and renewal. A natural alternative to synthetic skin-renewing chemicals like retinoids, Gotu Kola Extract promotes a healthy microbiome by strengthening the skin’s barrier and calming inflammation.

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Trend 3: Sustainable, ethical, and upcycled

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This category emphasizes sustainably and ethically sourced ingredients, reflecting heightened consumer awareness of environmental and social responsibility. Ingredients such as jojoba oil and moringa seed oil , often associated with positive benefits in both areas, are at the forefront of this trend. At the same time, upcycled ingredients, such as oils from food processing byproducts, are also gaining traction as eco-friendly options​​. For instance, KORRES, an Ulta Conscious Beauty brand, uses Vitis Vinifera (Grape) Fruit Water —a byproduct of the wine industry—in several of its products. Caudalie, a Clean + Planet Aware at Sephora brand, also uses grape fruit water in its products. Sustainably sourced ingredients like these support societal and circular economy principles across the product’s entire lifecycle, offering viable alternatives to controversially sourced materials.

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Here’s what we see in Novi data for this trend:

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Most commonly used across all customers:

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• (Sustainable) Squalane: Also a biotech ingredient, squalane is a highly effective emollient and natural antioxidant that is produced through the fermentation of plant sugars. Historically sourced from shark liver, it is now predominantly sourced from plants like sugarcane and olives to meet sustainable, cruelty-free standards. Sugarcane requires less land to grow than traditional crops like coconut or palm, making it an environmentally-friendly option. Squalane benefits the skin by providing hydration and barrier support without clogging pores, and it can replace harmful ingredients like synthetic emollients and preservatives.
• (Upcycled) Sodium Phytate: This ingredient is produced by extracting phytic acid from rice bran or other seed byproducts in food processing and converting it into sodium phytate for cosmetic use. Functioning as a chelating agent, it stabilizes products and extends their shelf life. Additionally, it serves as a more sustainable and renewable alternative to synthetic agents like disodium EDTA, which are less biodegradable and sourced from non-renewable resources.

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Fastest growing:

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• (Sustainable/Ethical) Moringa Oleifera Seed Extract: Derived from the fast-growing, minimal-water-requiring Moringa tree, this seed extract is a byproduct of moringa oil production, ensuring every part of the plant is fully utilized. Rich in fatty acids and antioxidants, it serves as a potent moisturizer and natural cleanser, improving skin texture and providing hydration—especially beneficial for dry skin. Its high oleic acid content also helps stabilize and enhance product formulations. Moringa seed extract is sustainably sourced, often supporting agricultural communities where the tree is indigenous. This makes it an ethical, natural choice that promotes local economies without the environmental burden associated with synthetic preservatives, silicones, parabens, and sulfates.
• (Upcycled) Sodium Phytate: In addition to being one of the most commonly used ingredients across Novi customers, sodium phytate also continues to grow in popularity.

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2024 newcomers:

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• (Sustainable/Ethical) Argania Spinosa Leaf Extract: Widely used in anti-aging and restorative skincare, this extract from the leaves of Moroccan argan trees provides antioxidant benefits, soothes the skin, and enhances moisture retention. Argan trees are adapted to thrive in arid regions, helping to combat desertification. The economic value of argan products also supports local communities and promotes the conservation of these vital forests. Ideal for replacing synthetic antioxidants, chemical anti-inflammatories, and artificial conditioners, Argan leaf extract offers a natural and sustainable alternative in skincare formulations.
• (Upcycled) Vitis Vinifera (Grape) Fruit Water: Grape fruit water is prized for its hydrating, soothing, antioxidant, and astringent properties, making it a popular choice for toners and hydrating mists. Frequently sourced from wine industry byproducts, it is a sustainable alternative for various undesirable ingredients. These include harsh synthetic astringents like alcohol, chemical hydrators like propylene glycol or butylene glycol, synthetic antioxidants like BHT and BHA, as well as artificial fragrances and colorants.

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Trend 4: Tailored care (functional and hyper-personalized ingredients)

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The BPC industry is increasingly adopting a personalized approach, tailoring products to meet individual needs and targeted areas of concern, such as using salicylic acid for acne, dandruff, or psoriasis. Recent Mintel research shows a rising demand for such customization. It found that 62% of US consumers are interested in hyper-personalized BPC products, and 28% would be willing to pay more for them. Chemical innovations, such as compounds enriched with vitamins and minerals, along with bioactive and adaptive ingredients, enable the creation of these specialized products.

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For instance, ingredients like ceramides and peptides, which mimic natural skin functions, allow brands to provide tailored solutions for hydration, anti-aging, or barrier repair needs. Newer peptides like sh-Polypeptide-45 and sh-Polypeptide-8 offer further customization potential by mimicking natural growth factors. On the vitamin front, niacinamide, a form of Vitamin B3 known for its skin-brightening and anti-inflammatory properties, is used to improve skin texture, tone, and barrier function.

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One company that uses niacinamide in its products is Caliray, a Sephora Clean + Planet Aware brand.

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Novi's analysis indicates these trends in tailored care ingredients across our customer base:

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Most commonly used across all customers:

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• Niacinamide (Vitamin B3): Known for its versatile skin benefits, niacinamide is effective for tailored care products aimed at specific concerns like hyperpigmentation, fine lines, and sensitive or acne-prone skin. Its clarifying and soothing properties help brighten uneven skin tone, balance excess oil, and calm redness. Plus, it is a gentle alternative to harsh ingredients, such as hydroquinone and exfoliating acids, which are associated with health risks and skin irritation.

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Fastest growing:

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• Hydrolyzed Lupine Protein: The popularity of natural peptides is surging—as a case in point, this particular one tripled its presence in Novi products from 2023 to 2024. Extracted from lupine plant seeds, hydrolyzed lupin protein is packed with essential amino acids vital for skin and hair repair. It is ideal for products aimed at combating aging, dry skin, or damaged hair, and it is gentle enough for formulations designed for sensitive skin or allergies. Additionally, as a sustainable, plant-based alternative to animal-derived proteins like keratin or collagen, it’s a good option for vegan and cruelty-free formulations.

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2024 newcomer:

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• sh-Polypeptide-45: This synthetic human (sh) peptide is known for its regenerative and anti-aging properties. It can be engineered to address specific signs of aging or skin issues, ideal for products targeting different skincare treatments. As a synthetic alternative, it can replace animal-derived collagen and harsher chemical ingredients like retinoids and acids, which may not be suitable for all skin types.

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Looking to personalize your formulations for specific skincare concerns? Our new report reveals how tailored care and functional ingredients can keep you ahead in 2025. Download it here.

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Trend 5: Nature’s touch - harnessing botanical power

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The momentum toward plant-based ingredients shows no signs of slowing down, driven by consumer interest in natural alternatives that are safe, gentle on the skin, and also effective. This category includes a diverse range of natural plant, flower, and fungi extracts, waxes, and oils known for their beneficial effects in BPC products.

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For instance, mushroom extracts are valued for their nutrients and benefits for skin hydration and elasticity, and grain waters like rice seed water are favored for their soothing, antioxidant properties. While the advantages of these natural elements have been recognized for centuries, scientific advances are opening new opportunities for innovation. Recent developments in extraction technologies, including supercritical fluid and ultrasound-assisted extraction, have significantly improved the efficacy of botanical ingredients. These modern techniques require less energy, reduce extraction times, and have higher yields than traditional methods.

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Brands like Herbivore Botanicals, which meets the Credo Clean Standard, exemplify plant-based innovation by incorporating natural ingredients like Bakuchiol (an alternative to retinol) in its products.

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Novi data provides these insights on the natural ingredient trend:

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Most commonly used across all customers:

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• Rosmarinus Officinalis (Rosemary) Leaf Extract: Derived from rosemary leaves, this extract is rich in antioxidants and anti-inflammatory compounds such as rosmarinic acid. It’s used in skincare to protect against environmental stressors and support a clear, revitalized complexion. It can replace synthetic preservatives and antioxidants like BHA and BHT, which are less sustainable and can be irritating.

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Fastest growing:

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• Trametes Versicolor (Turkey Tail Mushroom) Extract: This extract, sourced from turkey tail mushrooms, is rich in antioxidants and soothes the skin. It’s an effective natural alternative to synthetic antioxidants like BHT (butylated hydroxytoluene), which are derived from petrochemicals and can be irritating to sensitive skin.

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2024 newcomers:

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• Hemidesmus Indicus: The Indian Sarsaparilla root extract, traditionally used in Ayurvedic medicine, offers multiple skin benefits, including improving complexion and soothing inflammation. Typically used as a skin brightener and protectant, it can replace chemical brightening agents like hydroquinone, which can cause irritation and have been linked to safety concerns.
• Hordeum Vulgare Leaf Juice: Extracted from young barley leaves, this juice contains vitamins and minerals that promote skin health and protect against environmental damage. It is used as a skin conditioning agent and reduces the need for synthetic vitamins and preservatives in skincare formulations.

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Unlock next-gen ingredients with Novi

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Our analysis, drawing from industry insights and Novi data, reveals that sustainability, personalization, and biotech innovation are transforming the beauty and personal care industry. Emerging ingredient trends, driven by deepening consumer savvy and technological advances, are redefining what it means to deliver BPC solutions that are both effective and responsible. These trends are not just temporary changes—they are fundamentally altering how ingredients are sourced and how products are developed, setting new benchmarks for quality and sustainability in the sector.

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In this dynamic landscape, Novi is an indispensable tool for brands looking to innovate and adapt. This platform simplifies the process of sourcing cutting-edge, responsibly sourced ingredients and packaging. Whether integrating microbiome-friendly, bio-fermented ingredients or exploring new natural extracts, Novi provides pre-vetted alternatives that meet rigorous standards.

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Curious about the future of beauty and personal care? Download the complete “2025 CPG Trends Report” for expert insights on how brands are thriving in an era of transparency and responsible product development.

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^Endnotes:

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^{1 Petrochemical ingredients are increasingly avoided due to their environmental, health, and ethical implications. They are produced from non-renewable crude oil, which contributes to pollution, greenhouse gas emissions, and habitat destruction. Some petrochemicals may carry health risks as well, such as impurities linked to cancer or hormone disruption. Because they create a barrier on the skin, they may also cause skin issues like irritation or clogged pores. Finally, they can lack transparency in ingredient sourcing, making them a poor choice for clean beauty brands.}

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^{2 Most commonly used means top share of portfolio. Portfolio refers to the catalog of all ingredients used across Novi’s entire customer base. The “share of portfolio” refers to the proportion, in percentage terms, that a specific ingredient occupies within this collective inventory. Top share of portfolio means that, for the year 2024, this ingredient held the highest share of the portfolio compared to all other ingredients within its specific category, marking it as the most prevalent choice in that category.}

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^{3 Fastest growing means this ingredient had the highest growth rate in its share of the total portfolio between 2023 and 2024 for its category.}

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^{4 2024 newcomer means this ingredient emerged in 2024 and was not present in the 2023 portfolio of ingredients. The one with the highest share of portfolio for 2024 is listed.}