Beauty / news
FIT Study Reveals Consumers Prioritize Science-Backed Longevity Over Appearance
A new study from the Fashion Institute of Technology finds that consumers are increasingly favoring data-driven biological investments in wellness over purely aesthetic products, trusting experts more than influencers.
The Fashion Institute of Technology's Cosmetics and Fragrance Marketing and Management class of 2026 has released a global study titled 'The Longevity of Beauty,' based on surveys of over 1,600 respondents and international fieldwork. The research examines how consumer attitudes toward aging and wellness are evolving beyond traditional beauty norms.
The study identifies four macro forces—uncertainty, erosion of the American Dream, cognitive fatigue, and optimization—that are reshaping purchasing behaviors. Consumers are shown to prioritize science-backed approaches to longevity, seeking healthier aging rather than simply improving appearance.
Dr. Brooke Carlson, Interim Dean of FIT’s School of Graduate Studies, called the findings a 'wake-up call' for businesses across sectors. The research highlights a shift away from aspirational purchases toward investments in biological health, with consumers turning to experts rather than social media influencers for guidance.
The findings also suggest that information overload on social media is driving a desire for clarity and trust in data-backed products. The study aims to help brands understand how to navigate these changing priorities.