In order to improve the effect of product innovation design, this paper proposes a product innovation design system combined with improved VR technology, and proposes an efficient and simple texture design method. Moreover, this paper uses Berlin noise function and Fractional Brownian Motion (FBM) algorithm to generate products. This generation method can generate textures in real time through GPU, and realize the texture synthesis technology with efficient synthesis, real texture, convenient use and controllable parameters. In addition, this paper uses non-contact reverse scanning method to obtain the digital information of point cloud of products, and reconstructs the solid model by Geomagic software to obtain a 3D model with high precision. From the experimental data, it can be seen that VR technology can play a more important role in product innovation design, and the scores of designed works are all above 84 points. However, the evaluation of traditional design methods is lower than that of VR models. Therefore, the above results show that VR technology plays a certain role in product innovation design, and has some improvements compared with existing design methods. In the future, we can further play the role of VR production and improve the innovation and effectiveness of product design.