Fragrance Fusion Key Trends in Home and Body Care thumbnail

Fragrance Fusion: Key Trends in Home and Body Care

Home and body fragrances came together to generate upwards of $20 billion in retail sales last year, according to our just-published Cosmetics & Toiletries USA and Home Fragrances: U.S. Market Brief reports. Personal fragrance is vibrant, but consumers are pulling back on home fragrance purchases due to less time spent at home and return to social occasions.

This special report, now available for download, shines a spotlight on key developments in home and body scents, answering questions such as:

  • Where are home and body fragrance brands originating from today?
  • How is e-commerce reshaping the way consumers purchase products?
  • What’s the one trend that’s driving the boom in the fragrances industry?
  • How are leading and emerging brands like Nest, Glossier, Boy Smells, Christian Dior, and Yankee Candle, picking up on key trends?
  • What does the future hold, and what trends are likely to shape it?

The insights featured in this highlights report are taken from Kline’s in-depth Cosmetics & Toiletries USA and Home Fragrances: U.S. Market Brief reports, which are now available to subscribers. Cosmetics & Toiletries USA examines 20 product categories, including fragrances, to reveal the latest trends, market drivers, product launches, competition, marketing and retail initiatives, as well as the latest brands, and unit and forecast sales in an interactive database. Home Fragrances: U.S. Market Brief further complements this analysis, with a detailed view of candles, diffusers, room sprays, and wax melts/fragrance lamp oils. To learn more, please contact us.

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Sustainability in Beauty: United States Market Brief

Sustainability in Beauty: United States Market Brief

Base year: 2022
Published: January 2023
Regional Coverage: United States

The beauty industry continues to grapple with sustainable approaches that do not compromise on product quality, desired results, and consumer safety. This study will present an overview of key sustainable beauty trends spanning the hair care, nail care, and skin care sectors.


  • Sustainability in Beauty Trends
    • - Clean formulas and sustainable ingredients
    • - Cruelty free
    • - Vegan
    • - Sustainable packaging
    • - Zero waste
    • - Carbon neutral
    • - Diversity, equity, and inclusion
    • - Water and ocean conservation
  • Spanning the beauty industry with the coverage of the hair, nail, and skin care categories.
  • Efforts by
    • - Product marketers
    • - Retailers

Table of Contents


Sustainability in Beauty Trends

For each of the key characteristics listed in Table 1, the following information will be covered:

  • Definition
  • Associations and certifications
  • Notable initiatives from brands by product class:
    • - Fragrances
    • - Hair care
    • - Makeup
    • - Other toiletries
    • - Skincare
    • - Retailers (where applicable)
Carbon neutral
​​Influencing factors behind product purchase​
Cruelty free​
Diversity, equity, and inclusion
Sustainable packaging
Water and ocean conservation
Zero waste

Report Benefits

This report provides a brief analysis of the key sustainability initiatives from marketers in the beauty industry.

  • Understand the most common sustainability practices in the beauty industry
  • Discover key sustainability initiatives from a broad spectrum of beauty industry participants
  • Learn how retailers are supporting the sustainability trend in the beauty industry

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Beauty and Wellbeing 2023 Trends

Five Beauty and Wellbeing Trends That Will Define 2023

As we enter 2023 with uncertainty of a global recession, Kline is sharing insights and predictions about the years ahead for the beauty industry. Download this highlights report to learn which trends are likely to gain steam:

1. Beauty Sales Remaining Strong in the Face of Inflation 

Consumers plan to spend the same amount—or more—on professional skin care products in 2023.

2. Metaverse Emerging Into a New Destination to Connect Beauty Consumers 

Brands continue to experiment with NFTs, digital storefronts, and virtual products for avatars in the metaverse. 


3. Refillable Beauty Gaining Ground in the Premium Sector 

Conventional players tap into the trend with refill pod options for product replenishment.

4. Inclusivity and Diversity Becoming the New Norm in Beauty 

Brands prioritize inclusion and diversity in their marketing strategy to increase brand loyalty.

5. Multi-Site Beauty Outlets Creating New Growth Opportunities 

Skin care destinations are becoming increasingly popular among young consumers who are looking for treatments. 

Kline is uniquely positioned to deliver forward-looking, data-driven insights and strategies in the beauty industry. We harness the power of our industry expertise with advanced skillsets and AI tools to bring more certainty to the future. Learn more about our predictive insights and forecasting solutions. 

2023 Trends: What's Next in the I&I Cleaning Industry?

Five Industrial & Institutional Cleaning Trends That Will Define 2023

As we flip the calendar to 2023, the professional cleaning industry is facing an uncertain outlook due to a challenging economic landscape. In this highlights report, Kline is sharing insights and predictions about the years ahead. Download your copy to find out which trends are likely to shape the industry going forward: 

1. Inflation Changing I&I Users’ Buying Habits 

End users are paying more for the same volume of cleaning chemicals than they were only one or two years ago.  

2. Labor-Saving Products and Tools Rising in Popularity 

In our recent survey, 57% agree that it is more difficult now to attract and retain employees than it was before the pandemic.   

3. Facilities Turning Toward Automated Solutions to Improve Cleaning Efficiency 

Internet of Things (IoT) is being used to monitor chemical and water usage in dispensers, observe the health of crucial machines such as laundry or warewash machines, or check when it is time to refill paper/soap dispensers in the washroom.  

4. Green Cleaning Remaining Front and Center in the Professional Segment 

End users are interested in using more concentrated formulas, products with fewer perfumes and dyes, and those that come in recycled content packaging or use less plastic in their packaging.  

5. Changes in Flooring Shifting Demand for Cleaning Products 

Our survey with more than 1,000 end users found that 24% of these intend to make changes over the next three years.  

Kline is uniquely positioned to deliver forward-looking, data-driven insights and strategies in the industrial and institutional cleaning industry. We harness the power of our industry expertise with advanced skillsets and AI tools to bring more certainty to the future. Learn more about our predictive insights and forecasting solutions. 

Skin Care 360 USA

Skin Care 360˚: U.S. Market Brief

Skin Care 360˚: U.S. Market Brief

Base Year: 2021
Published: November 2022
Regional Coverage: United States

This first-edition report provides a 360˚ view of the dynamic skin care market across all channels of distribution, product categories, and key sub-markets, including natural and clean skin care and professional skin care. The analysis of the market also highlights the leading players, emerging brands, and future of skin care beyond 2022.


  • Written report in presentation format
  • Analysis of six skin care categories: Facial skin care, hand/body lotions, sun care products, lip care, skin care for men, and baby care products
  • Coverage of eight retail channels and 17 subchannels
  • Professional-use (back-bar) skin care products are excluded from the analysis
  • Products are reported at the retail sales level




Table of Contents


Market Brief

  • Skin care market evolution and estimated 2022 performance
  • Category highlights (Listed in Table 1)
  • Key growth drivers
  • Product and sustainability trends
  • Leading marketers and emerging brands
  • Channel overview
  • Overview of natural/clean skin care
  • Overview of professional skin care
  • Future expectations (through 2026)

This report contains key takeaways from Kline’s in-depth U.S. skin care reports, including:

  • Cosmetics & Toiletries USA
  • Natural & Clean Beauty USA
  • Professional Skin Care USA
  • Beauty Retailing USA
  • Beauty Indies USA
Baby care products
Facial skin care
Hand and body lotions
​​Lip balms, jellies, and treatments
​​Skin care products for men​
​​Sun care products​

Report Benefits

This report serves as an excellent resource for the manufacturers and formulators skin care products. Specifically, it provides:

  • A highly reliable and independent assessment of the skin care market
  • Key trends impacting each category and total market sales
  • Market foresight by category and channel

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U.S. Beauty and Retail Trends

The Top Trends in U.S. Beauty and Retail

Beauty showed a quick turnaround in 2021, with retail sales increasing across all product classes except toiletries. The dollar volume was largely driven by increased prices and less promotional activity in certain product classes such as makeup. As inflation is broadening, growth will be slightly slower in 2022 and the coming years.

Brands continued to extend across product categories in a stronger way. Consumers established a more positive attitude toward dermatologists, turning to professionals for their expertise more frequently. This helped bring in more support for skin care, as well as hair care brands.

The retail environment celebrated the return of foot traffic to stores, and luxury brands began to diversify by entering non-traditional channels through newly formed partnerships, such as Ulta x Target and Sephora x Kohl’s.
E-commerce remained a core focus for most marketers.

Download this report as it spotlights the current and future trends that are driving the beauty industry forward based on key insights from Kline's recently published in-depth reports - Cosmetics & Toiletries USA and Beauty Retailing USA.

I&I Cleaning Wipes Key Trends, Changes, and Opportunities featured image

I&I Cleaning Wipes: Key Trends, Changes, and Opportunities

This highlights report summarizes several of the key developments that are expected to continue powering up the market, including:

  • Enhanced cleaning and disinfection will remain key focus areas, with over 56% of the end users noting an increased frequency of cleaning as the new standard of cleanliness. Demand for cleaning wipes is expected to continue being strong through 2026, as they are an easy tool that cleaning professionals and building occupants will use regularly to maintain clean and safe environments.
  • Sustainable wipes will garner further interest, with 14% of the end users saying that they have switched from chemical-based wipes to more environment-friendly/green/plant-based products since the pandemic began. Moreover, increased demand for plant-based or botanical active ingredients, such as citric acid, lavender, and thymol, will also appeal to end users looking to use more natural, less harsh chemical-based products in their cleaning procedures.
  • Online purchasing will continue to accelerate as over 50% of end users state that they now buy online from their med/surg, jan/san, and foodservice distributors, office supply stores, direct from wipes manufacturers, company-owned distribution arms, and group purchasing organizations. While visits from sales reps are still important periodically, particularly for non-routine purchases, every purchase channel is now notably an “online” retailer selling cleaning supplies and wipes. This is expected to continue in the foreseeable future.

For additional insights into the latest trends, changes, and future opportunities in the professional cleaning wipes market, download this highlights report, featuring select excerpts from our in-depth study Industrial & Institutional Cleaning Wipes USA.

Natural and Clean Beauty Key Developments in the U.S. Market​

Natural and Clean Beauty:​ Key Developments in the U.S. Market​

The natural and clean beauty market bounced back, increasing by a robust 10% in 2021. As the market is starting to normalize, growth is expected to soften. Oral care was the only product class to record a decline as brands pursued other areas of interest, such as deodorants and antiperspirants. Makeup and fragrances picked up strongly.

One of the more unique trends in 2021 was the rise of sustainability-focused products, particularly evident in hair care. Brands and retailers alike will continue to make efforts to expand messaging on climate commitments, sustainable sourcing, responsible packaging, and environmental giving.

Clean beauty claims continue to accelerate, with many conventional brands seeking to adopt the language. However, without government regulations or marketing restrictions, greenwashing will persist, allowing brands with less clean or fewer natural formulas to continue impacting the market.

For a glimpse of the latest dynamics and opportunities in the natural and clean beauty market, download this highlights report featuring select excerpts from our Natural and Clean Beauty Global Series report.

Waterless Beauty in Europe: Brands, Trends, and Products Watch

Waterless Beauty in Europe: Brands, Trends, and Products Watch

Base year: H1 2021
Published: January 2021
Regional Coverage: Europe

This is a first-of-its-kind overview, focusing on trends and innovation as well as brands and products undertaking the challenge of becoming waterless. Cosmetics and toiletries in the solid, powder, oil, and waterless concentrate formats are flooding the shelves of European beauty stores as consumers and marketers engage in the sustainability megatrend. The report will include a cross-category analysis of trends in this segment, profiles of interesting brands that specialize in waterless beauty, and a catalog of products offered by large beauty players.


  • Provides comprehensive scan of trends in waterless beauty
  • Covers the following categories: hair care (such as solid and concentrated shampoos and conditioners), skin care (such as moisturizers and sun oils in stick format or concentrates), cleansing products (such as solid shower gels and facial cleansers in powder), fragrances (usually in a stick format), and oral care (such as toothpaste tablets)
  • Excludes traditional products in solid form: makeup, deodorants in stick format, and bar soaps
  • Profiles brands that are active in this segment and specialize in waterless beauty
  • Product watch: Examples of recent waterless products launches by key beauty brands


Table of Contents


Trends Overview

Analysis of key trends in waterless segments: textures, formats, concepts, and other with examples of launches and innovations

Brands snapshots

Short profiles of indie brands whose core activities are in waterless beauty

For each brand listed in Table 2:

  • Company overview
  • Waterless products offerings
  • Geographical coverage

Product watch

Comprehensive catalog of new launches of waterless products split by category (Categories listed in Table 1)

Table 1.  Categories
Fragrances ​Personal cleansing products*
​Hair care Skin care
​Oral care


Table 2. Brands specializing in waterless beauty**
An-Hydra Lamazuna
​Ascentical​ ​LUSH
CO.SO ​No cosmetics
Flow ​Secrets de Provence
Foamie ​​Stop the Water
Kaurilan Sauna ​True Skincare

*Excludes traditional bar soaps
**Preliminary and subject to change

Report Benefits

This report serves as an excellent resource for manufacturers and distributors looking to better understand and assess opportunities in the European market for waterless cosmetics. It will also offer subscribers:​

  • A first-of-its-kind analysis of the market niche that has been developing rapidly in Europe
  • A source of innovative ideas on the market where the solid form penetrates the liquid or water-based cream-dominated categories
  • An understanding of which players are active in this segment and how big of an opportunity it could be to your company​

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Beauty Nutrition: Market Trends, Growth, and Innovation

Beauty Nutrition: Market Trends, Growth, and Innovation

Due to the ongoing COVID-19 pandemic, consumers have shifted to a new area of beauty that is concentrated on health and wellness. “Beauty from Within” — or hair, skin, and nail supplements — is growing at a rapid, double-digit pace.  

Wellness supplements that offer wide-ranging benefits, including better sleep, enhanced mental wellness and beauty, and relief from stress and anxiety are popular among consumers. Products with sustainable, vegan, organic, clean, and eco-friendly claims remain top of mind, and this is expected to continue in the following years as marketers center innovation around natural ingredients. 

The beauty nutrition market is comprised of a wide range of competitors, from supplement manufacturers to food, beverage, and beauty players, mushrooming into all retail outlets. What started in specialty stores like Ulta and Sephora has been mainstreamed into food/grocery stores, drugstores, mass merchandisers, and department stores. The e-commerce channel registered unprecedented sales gains due to the rising popularity of personalized nutrition offerings, coupled with strong promotion on social media. 

What are consumers’ favorite product forms? What ingredients are in high demand? What are the latest launches from leading brands like Nature’s Bounty and Olly, as well as emerging ones like SugarBearHair? How do retailers like Walmart, Walgreens, CVS Health, Target, Whole Foods, and Kroger respond to this rapidly growing segment?  

Get the pulse of the beauty nutrition market from our highlights report focusing on: 

  • Growth drivers and key trends 
  • Leading brands and private-label activity 
  • Hot ingredients and popular product forms 
  • Retail breakdown and future view of the segment 

The insights and data in this highlights report represent select excerpts from our in-depth Beauty Nutrition: U.S. Market Brief study, revealing key areas of growth in the “Beauty from Within” realm along with potential acquisition targets.