Longevity has been mooted as the ‘next big thing’ in beauty for some time, with Cosmetics Business reporting on the nascent trend as far back as 2023.
But 2025 has been the year in which major cosmetics brands’ investments, and behind-the-scenes research and innovation have come to fruition, placing longevity firmly in the mainstream.
"We are seeing significant R&D investment across categories, signalling a long-term commitment from beauty brands,” comments analyst WGSN’s Head of Beauty, Sienna Piccioni.
“Longevity beauty is increasingly intertwined with what we refer to at WGSN as the ‘beauty is wellness’ movement – and, with global lifespans rising – longevity will become a cornerstone of beauty and wellness, unlocking opportunities to serve an age-diverse consumer base.”
It is one of those paradigm shifts in the industry – it is a switch in how you are approaching a lifestyle, rather than looking at a particular problem
Indeed, according to data from Launch Metrics, wellness conversations in beauty grew 16% in 2024 compared with the prior year, while PDRN (polydeoxyribonucleotide) – a popular longevity beauty ingredient promoting skin regeneration, healing and elasticity – was mentioned online nearly five times more in August 2025 than across the entirety of 2024.
Earlier this year, L’Oréal boss Nicolas Hieronimus hailed a “new era of science, where beauty and longevity will be intertwined for the wellbeing of the population”.
Two longevity launches from the French beauty giant followed: Lancôme Absolue Longevity Soft Cream – using rose DNA PDRN to augment cell longevity – and the new Neovadiol Longevity Cream from Vichy Laboratoires, which addresses six key hallmarks of ageing in mature skin.
These include collagen and elastin production, DNA repair and cell senescence.
The Neovadiol Longevity Cream from Vichy Laboratoires
The rise of longevity beauty
Lancôme and Vichy Laboratories are far from alone in targeting longevity in 2025, however.
This summer/autumn, luxury label Tatcha rolled out its Okinawa, Japan-inspired Longevity Serum, Sisley Paris launched Sisleÿa Longevity Essential Serum – said to be positioned at the intersection of biohacking and luxury skin care – and Guerlain’s Orchidée Impériale Longevity Cream graced shelves.
There are also signs that longevity beauty is poised to flourish beyond both the premium sector and niche brands like OneSkin.
Beiersdorf recently unveiled Cellular Epigenetics Rejuvenating Serum under its Nivea brand.
With global retail distribution, consumer education campaigns and high-profile partnerships, longevity beauty has officially crossed into the mainstream
The product is formulated with patented epigenetic ingredient Epicelline, which is said to boost skin longevity and target signs of ageing.
Kenvue, meanwhile, published a report in August, which noted, “consumers expect personal care routines… to go beyond immediate results, supporting ageing, longevity and prevention” – suggesting the Neutrogena owner could be poised to enter the longevity arena.
“When companies like Estée Lauder and L’Oréal invest increasingly into longevity-focused launches and human research, it signals a move from niche cosmeceuticals into the mass market,” Professor Andrea Maier from the National University of Singapore’s NUS Academy for Healthy Longevity tells Cosmetics Business.
“With global retail distribution, consumer education campaigns and high-profile partnerships, longevity beauty has officially crossed into the mainstream.”
Guerlain’s Orchidée Impériale Longevity Cream
Why longevity is a ‘shift’, not a trend
Fiona Harkin, Director of Foresight at The Future Laboratory, views longevity as a long-term movement, rather than a ‘flavour of the month’ trend.
“This is something that underpins [trends],” she tells Cosmetics Business.
“It is one of those paradigm shifts in the industry – it is a switch in how you are approaching a lifestyle, rather than looking at a particular problem.”
Anne Colonna, Head of Advanced Research at L’Oréal R&I, commented: “Scientific advancements now allow us to know our biological age, [which is] distinct from our chronological age.
“Crucially, this biological age, unlike the fixed number on our ID, is
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