From peptides and postbiotics to biomarker testing and integrative health platforms, the intersection of beauty, wellness, and longevity is maturing beyond trend status— it’s becoming a foundational consumer movement. At the 2025 INNOCOS Beauty & Longevity Summit in Geneva, the industry’s brightest minds from brand leaders to scientists and storytellers shared their vision for how longevity will define the next years of innovation.
BeautyMatter contributor Zsolt Farkas sat down with a dynamic mix of attendees—from longevity brand founders to former senior executives at industry giants like L’Oréal, Kenvue, Henkel, and Shiseido—to uncover the insights shaping the future of beauty and wellness. Here are the top trends redefining longevity through the lens of experts from the field.
Integrative Longevity: Systems Biology Comes to Skincare
The days of single-ingredient promises are fading. As experts emphasized in their interviews, we’re entering an era of integrative health, a convergence of topical care, ingestibles, diagnostics, and lifestyle interventions. Inspired by systems biology and functional medicine, this approach treats aging as a multi-pathway, systemic process.
“Advanced consumers already know they need to act on multiple aging pathways to get real results,” Alena Demina, founder of SYSTEM SKIN, shared.
Several experts agreed that the next wave of successful brands will combine supplements, skincare, testing, and lifestyle changes into one easy-to-follow system.
Biomarker Testing: The New Skincare Routine Starts Inside
Wearables are evolving into "implantables," according to Pascal Houdayer, the CEO of Laboratoires Boiron. Whether it’s saliva, blood, or gut-derived markers, biomarker testing is becoming the foundation of precision beauty. It’s not just about optimizing healthspan, it’s about customizing beauty routines based on real biological data.
“Biomarkers will play a really big role if you accept the premise that you need to think of longevity and health span from birth,” noted Ayla Anaya, President of PIMS.
Expect apps, companion platforms, and smart diagnostics to offer personalized regimens based on hormone fluctuations, mitochondrial health, or even microbiome composition.
Postbiotics and Mitochondrial Health: Gut Meets Glow
Timeline Nutrition's research into urolithin A, a postbiotic derived from pomegranates, shone a spotlight on mitophagy, the process of cellular “recycling” to maintain mitochondrial vitality. As only a third of the population can naturally convert the pomegranate compound, postbiotic supplementation stands out as a next-gen longevity enhancer.
This science-backed, microbiome-driven approach marks a significant shift toward gut-skin-brain axis innovations, where internal cellular optimization becomes the new external glow. As part of the growing focus on mitochondrial health, Timeline recently relaunched its longevity skincare line, formulated with its proprietary postbiotic Mitopure to support cellular energy from the outside in.
Peptides, Exosomes, and the Biotech Boom
Sophie Chabloz, co-founder of Avea Life, and Tom MacPherson Le Maire, EVP of 111SKIN, highlighted biotech-backed molecules like peptides and exosomes as the new gold standard for luxury and longevity beauty. While still limited to niche markets due to costs and regulations, these ingredients promise clinical efficacy in stimulating collagen, cellular repair, and even neuroprotection. In a market flooded with “anti-aging,” these ingredients are helping brands transition toward true pro-longevity positioning.
Longevity as a Lifestyle Identity
“Consumers are no longer impressed by pure marketing,” said Dominik Thor, President of Geneva College of Longevity Science.
The longevity consumer isn’t just buying a serum—they’re buying a philosophy. Longevity has moved from biohacking niche to aspirational lifestyle, encompassing everything from spa rituals and supplements to retreats and luxury travel. Brands are responding with holistic offerings that appeal to an experience-first, health-optimized identity.
This shift reflects a broader cultural move from reactive anti-aging to proactive self-care rooted in science and ritual. Longevity is becoming a long-term commitment, woven into daily routines, spending habits, and personal identity, rather than a one-time fix or luxury splurge.
The Story Is the Science
While the science behind longevity is becoming more sophisticated, the consensus among experts—from Ayla Anaya (PIMS) to Arif Isikgun (Ai Beauty Consultancy) is that storytelling still builds trust faster than scientific facts alone. However, storytelling must be rooted in real science, creating emotional resonance while maintaining credibility. In an era where AI-written content is deprioritized in SEO, authentic, human-first storytelling is more vital than ever.
AI and Personalization Platforms: From Coaches to Code
AI is no longer just automating tasks, it’s personalizing entire health and beauty routines. As Sophie Chabloz pointed out, digital platforms now enable tailored longevity journeys once only available through doctors or coaches.
AI is now playing a crucial role in democratizing longevity by transforming how consumers assess and act on their health data. Companies like Perfect Corp are leading the charge with AI-powered skin diagnostics that analyze everything from hydration levels to fine lines, delivering personalized product and treatment recommendations in real time. Rather than replacing human expertise, AI is expanding access to it, bridging the gap between clinical precision and consumer convenience.
From Anti-Aging to Pro-Aging
Perhaps the most subtle but profound shift is semantic: aging is no longer the enemy. From Longevity Innovation Director at Clinique La Prairie Olga Donica’s focus on hormonal health to Cosprof Studio founder Shanti Bhatta’s redefinition of anti-aging as an “insult result,” the conversation is changing.
The industry is beginning to embrace "healthy aging" and "age empowerment," supporting consumers through biological transitions, rather than hiding or reversing them. Put simply, “longevity” is steadily replacing “anti-aging” in industry conversations, and that shift is only set to accelerate in the months ahead.
Conclusion: A Longevity Future Grounded in Science, Driven by Humanity
Longevity isn’t a trend, it’s a transformation. As the INNOCOS Beauty & Longevity Summit made clear, the beauty and wellness industry is at the cusp of delivering tangible, science-backed, emotionally intelligent longevity solutions.
Those who succeed will be the ones who understand that it’s not about adding more years to life, but adding more life to those years. Across the board, experts and speakers agreed: the goal isn’t simply to extend lifespan, but to enhance healthspan, living longer and better, with more energy, clarity, and resilience at every stage.
