On this page
- A changing narrative: from "anti-aging" to "pro-aging"
- Anti-aging claims and regulatory mishaps
- What happens in APAC doesn't stay in APAC
- Conclusion: Aging better is the new standard
A changing narrative: from "anti-aging" to "pro-aging"
Skincare is being redefined in real time. Rather than focusing on how to prevent aging, consumers are now looking for holistic approaches to cover their skincare routine. We're witnessing a cultural shift: consumers no longer resonate with claims like "turning back time" or "age-defying"—claims that imply a battle against a fully natural process.
This pivot away from "anti-aging" is part of a broader, global shift. But if we take a closer look, it's clear that APAC markets have been ahead of the game for some time now. In countries like Japan, South Korea, and China, the focus has long been on skin longevity, prevention, and balance, rather than erasing the signs of aging. Here, beauty routines are about maintaining skin health and radiance over time, not chasing youth. This philosophy is now gaining ground globally, as consumers everywhere begin to prioritize long-term skin resilience over quick fixes.
To further illustrate this, we can take a look at the data published by Mintel1. Their research revealed that while over 40% of Indian adults identify grey hair and wrinkles as key signs of aging, these aren't necessarily seen as concerns. Hair fall, dry skin, and dull skin, however, "are now recognised as major indicators of aging". Furthermore, Mintel reports that the consumer interest is shifting from anti-aging toward achieving healthier skin, "with 29% of Indian adults prioritising this benefit". Mintel also claims that over the past five years, anti-aging claims have dropped by 4%. Instead, there's a rise of niche claims related to anti-aging. "This shift is evident in a notable 1500% increase in "slow ageing" methods in anti-ageing skincare launches across the Asia-Pacific region over the past four years".
💡 Covalo Insights: Even before products reach the market, formulator search data on Covalo points to a clear shift toward ingredients that support skin's natural overnight repair cycle—a key pillar of longevity-focused beauty. Peptides and retinol rank among the top-searched ingredients, valued for boosting firmness and cellular renewal. Meanwhile, interest in exosomes has doubled in just four months, signaling rising demand for next-gen actives that target inflammation, regeneration, and long-term skin health.
This movement in consumer mindset isn't just reflected in market data—it's echoed in real, unfiltered conversations online. On Reddit's popular community r/AskWomenOver30, one user responded to a thread about the overwhelming number of anti-aging products targeted at women with a striking comment:
"I will never in my life buy a product that says 'anti-aging' on it. Bye. I'm aging and that's a fact. Gracefully, hopefully, but the 'anti' message of it all will never get me to pull my wallet." — koshan129
This kind of sentiment highlights a growing rejection of fear-based marketing language. Today's consumers, particularly women, aren't looking to "fight" or "reverse" aging. Rather, they're looking to embrace it with confidence and care. According to Mintel2, brands can "tap into this longevity-driven market by combining holistic wellness concepts with technological advancements. Advances in longevity research have led to innovations in biohacking and cellular rejuvenation, targeting the root causes of ageing".
Indeed, we see brands jumping on the bandwagon by bringing products to market that are more and more focused on promoting long-term benefits. They're increasingly ditching the discourse of anti-aging, which might also help them avoid a hefty fine...
Anti-aging claims and regulatory mishaps
The traditional language of "anti-aging", with claims like "turn back the clock" or "reverse aging", is not only outdated (some even claim it's ageist), but increasingly non-compliant with global advertising regulations. Regulatory bodies across key markets are tightening the reins on what cosmetic brands can and cannot promise. In China, for instance, a brand was fined in 2022 for claiming anti-aging efficacy in its Tmall store, with the Shanghai Minhang District Administration for Market Regulation ruling that the product's advertised effects were inconsistent with reality, and could thereby mislead consumers3.
Similar enforcement is happening in the U.S., where the FDA issued warning letters to brands (both large and small) for anti-aging and wrinkle-reduction claims that cross into the territory of drug classification4. The European and UK advertising authorities (CAP and ASA, respectively), also stress that marketers must hold robust clinical evidence for any efficacy claims, cautioning against exaggerated results or misleading before-and-after imagery5.
As consumers grow more informed and critical, there's increasing demand for transparency, honesty, and measurable efficacy. That's why today's successful brands are shifting their language toward more compliant, credible alternatives, such as "improves firmness", "visibly smoother", or "strengthens the skin barrier". As highlighted in our blog article An introduction to misleading claims in the beauty industry, even cosmetics that visibly enhance the skin (by plumping or covering pores) cannot claim to defy time itself.
In short: aging can be addressed, but not denied.
Text continues below image.png?width=1200&height=627&name=Language%20of%20longevity%20article%20image%20(1).png)
What happens in APAC doesn't stay in APAC
With this tightening of regulations and shifting consumer expectations, the industry is at a crossroads: how can brands speak to aging in a way that is honest, compliant, and emotionally resonant? While no region is exempt from regulatory scrutiny, APAC markets have been culturally and conceptually ahead of the curve when it comes to redefining how we talk about aging. Instead of focusing on erasing age, many APAC consumers and brands prioritize prevention and skin health; in other words, longevity. This shift towards holistic beauty, rooted in balance, resilience, and self-acceptance, offers valuable lessons for global markets now rethinking their own approach to aging.
How Asia is shaping the language of longevity
The global shift toward "better aging" didn't appear out of nowhere; we believe it has deep roots in the Asia-Pacific. In many APAC cultures, aging is not something to be feared or erased, but a natural part of life to be respected and supported. This cultural perspective has shaped a beauty philosophy that moves away from aggressive correction, towards long-term skin health, prevention, and emotional well-being. As Mintel2 put it, "slow ageing embodies a beautiful philosophy that promotes embracing healthy and natural beauty without denigrating the ageing process."
Popular claims in the region reflect this philosophy, emphasizing radiant skin, enhanced resilience, and barrier support, without promising to "reverse" time. What's more, the integration of time-honored practices like traditional Chinese medicine and K-Beauty rituals with cutting-edge science creates a unique, future-facing beauty ecosystem.
As beauty trends increasingly flow from East to West—driven by TikTok, localized platforms, and digitally savvy consumers—APAC's approach to aging has become a source of global inspiration. The message is clear: longevity isn't just a trend, it's a mindset, and APAC is setting the tone. For global brands, this means rethinking aging as not a flaw to fix, but as a process to support.
Text continues below image
The new language of longevity
As the beauty industry moves beyond quick fixes, longevity in skincare is emerging as a more meaningful narrative; one that prioritizes long-term skin health, prevention, and resilience. Instead of promising dramatic transformations, today's effective claims focus on supporting the skin's natural function, encouraging healthy cell turnover, and improving resilience over time. This shift isn't just about "softer" language, though. It reflects deeper changes in both consumer values and regulatory expectations. According to Cosmetics & Toiletries7, the term "anti-aging" is gradually being replaced by more inclusive, positive messaging, while Mintel2 notes the growing importance of early skincare education to build healthy routines from a young age. Successful longevity-focused brands combine scientific credibility with emotional resonance, offering realistic, measurable benefits for all ages—not just anti-wrinkle creams for "mature" skin.
To meet both consumer trust and compliance standards, claims must be supported by robust evidence, contextualized appropriately, and communicated with fairness and transparency, as highlighted by SupplySide8: "Marketers are responsible not just for what is said explicitly, but also for what is implied—and how it will be interpreted by consumers.
Conclusion: Aging better is the new standard
The shift from anti-aging to pro-aging is no longer a trend. It's a lasting evolution. As Cosmetics & Toiletries noted7, today's skincare consumers are drawn to concepts like pro-aging, well-aging and overall skin health: language that embraces aging as a natural, empowered process, rather than something to fight. This more inclusive approach calls for honest, science-backed, and culturally sensitive communications. Brands that adapt their message to reflect these values will be best positioned to build trust and long-term relevance. As APAC markets have already shown, future-ready skincare storytelling is rooted in care, not correction. Now is the time for brands to rethink how they formulate, position, and speak about longevity.
We're not turning back the clock anymore. Let's help skin thrive at every stage.
Start creating your longevity portfolio! Browse longevity-focused ingredients on Covalo here.
References
- “Beyond Wrinkles: Indian Consumers are Redefining Ageing Concerns”, Mintel. Available online. Last accessed 16 July 2025.
- “Longevity Opens New Frontiers in the APAC Skincare Market”, Mintel. Available online. Last accessed 16 July 2025.
- “Shanghai Municipal Administration for Market Regulation Penalizes Cosmetics Claiming Anti-aging”, ChemLinked. Available online. Last accessed 16 July 2025.
- “FDA Warns Cosmetic Companies About Anti-Aging Claims”, FDA Simplified. Available online. Last accessed 16 July 2025.
- “Beauty and Cosmetics: General”, AdviceOnline. Available online.
- “The Background and Current Research Applied to Development of Korean Cosmetics Based on Traditional Asian Medicine”, The Journal of Korean Medical History. Available online. Last accessed 18 July 2025.
- “Next in Skin: Changing Perspectives on ‘Anti-Aging’”, Cosmetics & Toiletries. Available online. Last accessed 18 July 2025.
- “Making cosmetics claims to FDA, FTC and NAD standards”, SupplySide. Available online. Last accessed 18 July 2025.
-1.png?width=30&height=30&name=Untitled%20design%20(2)-1.png){kind=small}
-1.png?width=30&height=30&name=Untitled%20design%20(3)-1.png){kind=small}
.png?width=30&height=30&name=Untitled%20design%20(4).png){kind=small}
.png?width=30&height=30&name=Untitled%20design%20(5).png){kind=small}
.png?width=30&height=30&name=Untitled%20design%20(6).png){kind=small}
-1.png?width=30&height=30&name=Untitled%20design%20(7)-1.png){kind=small}