Despite economic challenges, luxury beauty is still very much alive and well, with companies like L’Oréal, LVMH, and Chanel reporting growth. Meanwhile brands like Timeline with its Urolithin A products and ChromaDex with its NAD+ supplements are tapping into a thriving longevity market.

Previously, The Future Laboratory released its Future Forecast 2025 Report which outlined developments such as luxury brands needing to go beyond products and gain cultural prowess. Now The Future Laboratory’s New Codes of Luxury: Longevity and Wellbeing Strategies report, produced in collaboration with Together Group, dives into the impact of transformational luxury, a new paradigm under which health, hospitality, and beauty converge.

“The ultimate luxury value proposition is now about extending and enriching our lifespan and wellbeing,” states Christian Kurtzke, CEO of Together Group in the report’s introduction. Rather than relying solely on their general practitioners or local medical services for support, high-end and future-facing technology-led experiences will offer up a new possibility for health and wellness.

Through hyper-personalized offerings optimized by health technology and diagnostic tools, luxury companies are no longer solely symbols of status, but tools in unlocking the art of becoming, a new paradigm for the luxury consumer of tomorrow. As Claus Sendlinger, co-founder of independent holding company Slow, states, “I believe that the future stakeholder (guest) is even more convinced that spending money on a belief system is more important than spending it on a brand.”

This line of thinking also extends to beauty, with Chris Sanderson, co-founder and Chief Creative Officer at The Future Laboratory, stating, “Beauty will be to the luxury industry what fashion has been since the 90s—the driver of change, the benchmark of future expectations.

Here are BeautyMatter’s other takeaways from the report.

Key Stats - Economic Potential 

• The global longevity market will reach $610 billion by 2025 according to the Global Wellness Institute
• 77% of luxury consumers prefer to buy a product or service for the brand community experience, research from GWI (formerly GlobalWebIndex) shows
• Wellness real estate, properties designed to support residents’ mental and physical, is one of the fastest growing categories of the $6.3 trillion wellness economy, which is growing at 7.3% CAGR, according to research from the GWI
• The wellness economy is valued at $6.3 trillion and projected to grow at 7.3% annually to 2028, the GWI states
• The luxury beauty market will double to reach $40 billion by 2027, states McKinsey & Company
• The global biohacking market is projected to grow at a CAGR of 20.4% through to 2030, according to Nova One Advisor

Key Stats - Consumer Mindsets

• 57% of consumers will spend more on a brand that personalizes experiences, according to Twilio
• 71% of consumers expect personalized interactions with brands; 75% would switch to a competitor due to unmet expectations, reports McKinsey & Company
• 66% of Gen Z and 40% of other generations use health and wellness fitness trackers to monitor their health, reports The World Economic Forum
• 61% of customers want brands to help them experience more intense emotions, according to Wunderman Thompson
• 58% of affluent consumers in the APAC region see time as a greater luxury than money, reports Vice Media Group
• 50% of global consumers now define beauty as “looking healthy,” reports Euromonitor 
• 75% of people globally rank scientists as their most trusted source of information, states Edelman Trust Barometer 
• Pinterest reported a 90% increase in searches for “wellness retreat aesthetic” between 2023 and 2024

A Move from Materialism to Experientialism

Consumers are prioritizing experiences over objects, pushing brands to catalyze cross-category innovation and create more expansive experiences. Personalized, human-centered experiences around wellbeing and personal transformation will broaden the perspective of luxury being solely about the quality of a product or service.

Time will be the ultimate luxury, so extending and enriching one’s quality of life through mental, physical, emotional, and social fulfillment will take ultimate priority. Wellness will also incorporate assessing the interaction of sustainability and environmental concerns with health.

Drivers of Transformational Luxury

Luxury is moving from a transactional to a holistic eco-system of engagement, with white spaces between culture, lifestyle, and hospitality offering growth potential for brands. In beauty, this move translates to immersive retail spaces with branded wellness services like spa centers and elevating the self-service experience with thoughtfully designed products. 

Luxury consumers are prioritizing selection (products and experiences personalized to their personal needs and values) over scarcity. It’s less about acquiring what only few can have, and more about finding something that uniquely suits them, such as bespoke health plans in luxury wellness retreats and hyper-individualized skincare regimens.

Wearables, AI-driven analytics, and advanced diagnostics are personalizing the future wellness experience, not just for the individual but resorts and beauty brands. Time, quality, and human-centered craftsmanship are replacing rare materials in defining modern luxury.

New Opportunities for Luxury, Beauty, Health, and Hospitality

Consumer savviness is rising as we enter the age of the expert. For beauty and wellness, research, testing, and proof points will help build positive sentiment among audiences.

Sector-agnostic collaborations underpinned by advanced research will set a new benchmark as crossovers between beauty, health, and hospitality accelerate. One example includes the the Mandarin Oriental in Geneva partnering with Switzerland’s private sleep medicine center Cenas, to offer overnight polysomnographic tests to diagnose sleep disorders.

Beauty brands must embrace a 360-degree approach that balances measurable performance with emotional, personal, and cultural significance, positioning beauty as both a scientific and a spiritual pursuit to drive meaningful connections. Especially department stores in the US could be a crucial site of this luxury transformation if they manage to evolve, BeautyMatter’s CEO Kelly Kovack, who contributed to the report as an expert resource, notes. 

Blending advanced formulations, sensory-driven retail spaces, and storytelling, beauty will emerge as a dynamic eco-system. The future requires a more sustainable approach to building heritage brands, rather than solely driving top-line revenue with venture capital investments.

Private members' clubs will create a sense of community among wellness club visitors seeking high-tech health improvements while growing their social network. Hospitality spaces are blending medical and spa facilities, as well as curating sensory elements like scent, tactile design, and tactile design for deeply engaging experiences.

Companies and Spaces to Watch

Health

• Modern Age, a US longevity-focused health clinic with personalized, comprehensive, and proactive approaches to aging
• Neko Health, a Swedish health tech company using preventative measures and early detection to boost longevity

Beauty

• Vyrao, a fragrance brand that blends sensory and functional benefits through research-backed mood-boosting ingredients
• Liberty’s The Fragrance Lounge, which encourages a curated journey of discovery organized by scent families rather than brands
• Prada Beauty, which collaborated with digital artist Ines Alpha to blend physical craftsmanship with virtual innovation for its campaigns
• Skin pple, a facial spa in Singapore offering treatments that evoke sensory journeys like stargazing or rainbow chasing
• Dior Spa Cheval Blanc in Paris, which debuted the Light Suite using advanced LED technology to rebalance energy and sleep cycles

Wellness/Hospitality

• Soneva, a luxury wellness retreat in the Maldives that blends traditional healing practices like Ayurveda and yoga with advanced medical treatments like stem cell therapy, cryotherapy, and vitamin IV drips
• Remedy Place, a social wellness club, with a flagship space in West Hollywood offering infrared saunas and soundbaths among interiors designed to promote healing and connection
• The WELL, a New York City-based members-only blend of organic restaurant, health consultation, full-service spa and private gym
• Surrenne at The Emory in London, a private members’ club offering bespoke longevity treatments
• One Za’abeel, a mixed-use development in downtown Dubai that combines a One&Only urban resort hotel with a Clinique La Prairie Longevity Hub and integrated fitness and recovery hotel, SIRO
• SHA Mexico, a treatment center in Cancun offering gene therapy and shamanic rituals, in a building designed to resemble human DNA
• Mayrlife Medical Retreat in Austria, which promotes a longevity philosophy incorporating a mind-body connection and customized treatment plans

Future Pathways

The increasing convergence between health, wellness, beauty, and hospitality, underpinned by technological advancements and a collective mind shift around the concept of luxury itself, is driving a new era of experiences. Holistic, multisensory experiences, underpinned by the desire to help transform consumers’ lives on a level that goes beyond the material, will speak most to this new breed of luxury consumer.