Beauty industry shifts focus as consumers embrace longevity products over anti-aging

A new study on longevity in the beauty industry has highlighted shifting consumer attitudes. The research, backed by Coty, surveyed 1,654 people about products that support long-term wellbeing. It found strong interest in such items, with many already using them. The survey revealed that 65% of respondents already use longevity-supporting products. Another 83% said they would be open to trying them. Younger adults aged 18-29 and those over 60 see these products as part of their broader wellness routines.

The findings were presented by the 2026 graduating class of FIT’s Cosmetics and Fragrance Marketing and Management programme. Experts advise brands to shift away from anti-ageing or corrective messaging. Instead, they recommend focusing on optimisation and practical solutions for sleep, diet, fitness, and hydration.

Consumers also warned against 'longevity-washing', where brands make empty claims. They stressed the need for genuine research and meaningful patents. The report defines longevity not as living longer, but as living better for longer. For brands, success in this space will depend on clear, trustworthy messaging. Investing in research and education around wellness will be key. The study suggests the beauty industry must adapt to meet these evolving consumer expectations.