UK beauty journalist and presenter Nadine Baggot has called out the current longevity trend as the beauty industry having “rolled the turd of anti-ageing in glitter”.
Speaking on the Well Enough podcast on 24 October, hosted by The Independent, Baggot criticised the beauty movement for being anti-ageing repackaged for a new audience.
“Longevity would be about skin vitality and anti-ageing would be skin vanity,” said Baggot on the podcast.
“But from a beauty perspective, I only see people jumping on the longevity bandwagon in the sense of rebranding what is a politically incorrect term.
“The beauty industry has taken something that should be a scientific background and are blurring it, and are essentially just rolling the politically incorrect turd of anti-ageing in glitter.”
Baggott is a presenter, journalist and content creator with more than 30 years' experience in the beauty industry commenting on products and sector trends.
The comments come amid a boom in focus in beauty on longevity science and products.
Leading the charge is French beauty giant L’Oréal, which has doubled down on the category in 2025 and aims to democratise longevity beauty via a new range of products and devices.
L’Oréal CEO Nicolas Hieronimus said the future of beauty lies in a “new paradigm of longevity” at the ‘The beauty of longevity’ conference at Le Visionnaire in Paris, France, on 10 June 2025.
But the luxury giant is not the only beauty player eyeing a piece of the longevity category.
Estée Lauder Companies (ELC) unveiled a new longevity-focused pop-up at South Korea’s Incheon Airport in July.
Lancôme is also cementing its position as a leader in the longevity beauty arena, with a new product and diagnostic device which showcases this shift in focus from symptom correction to root cause intervention.
OneSkini, meanwhile, has secured US$20m Series A investment from growth equity firm Prelude Growth Partners to accelerate its position in the longevity beauty space.
The cash injection will be used to supercharge the biotech skin care brand’s next chapter of growth, underscoring the “long-term potential” of skin longevity as a category.
Beiersdorf is also aiming to bring skin longevity “to the mass market” with its first-ever epigenetic serum under its Nivea brand.
Nivea’s Cellular Epigenetics Rejuvenating Serum is formulated using Epicelline – a patented epigenetic ingredient which the company claims activates skin longevity and targets the signs of ageing – and three types of hyaluronic acid.
Related content:
- L'Oréal's masterplan to take longevity beauty mainstream
- L’Oréal CEO says beauty’s future lies in a ‘new era of longevity’, and he plans to democratise it
- Estée Lauder unveils longevity-focused pop-up at South Korea’s Incheon Airport
- Inside Lancôme’s strategy to become a frontrunner in longevity beauty