Beauty / news
Longevity Drives Beauty's Next Growth Wave, Report Finds
A new report shows longevity has entered mainstream beauty, with consumers prioritizing scientific proof and personalized protocols over traditional luxury spa experiences.
Global Google searches for longevity have tripled in the past year, according to the report 'New Codes of Luxury: The Longevity Effect' by The Future Laboratory and Together Group. The study found that six in 10 early adopters in the UK and US would choose a full-body preventive scan over a luxury spa day, highlighting a shift in consumer priorities.
Dr. Christian Kurtzke, CEO of Together Group, said longevity and well-being are now the primary drivers of luxury growth. 'Desirability is no longer enough—the next generation of brands will need to deliver measurable impact on people’s health and quality of life through integrated systems of products, services, and experiences,' he added.
For beauty, this marks a turning point. The industry is moving from surface-level wellness language toward clinical skincare, personalized diagnostics, and long-term health protocols. However, as more brands adopt longevity terminology, a credibility gap is emerging.