Which Beauty Giant Will Lead the Longevity Revolution?

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• The New Longevity Race: Beauty’s Big Four
• Who Will Be the Next Beauty Longevity Icon?

Have you noticed the world’s biggest beauty brands talking less about “anti-ageing” and more about longevity? The next beauty revolution isn’t just about smoother skin—it’s about extending healthspan, tapping into the biology of ageing, and helping us stay vibrant at every stage of life. The question is: Which brand will set the pace for the era of longevity?

The New Longevity Race: Beauty’s Big Four

Here’s what’s happening at the top of the industry:

L’Oréal Groupe

Longevity Integrative Science™ and the “Wheel of Longevity” L’Oréal is aggressively shifting from correction to prevention, mapping over 260 skin biomarkers with its Longevity AI Cloud™ and rolling out products like Lancôme Absolue Soft Cream (with PDRN) and Vichy’s NAD+ boosters.

Strategic partnerships with biotech and omics companies (e.g., Tru Diagnostic, Timeline, Senisca) fast-track their innovation beyond skincare into supplements.  At events like VivaTech 2025, L’Oréal is showcasing diagnostics and “biological age analysis,” aiming to redefine what beauty means for the next generation.

Estée Lauder Companies

Skin Longevity Platform & Expert Collective: With 15+ years in longevity research, Estée Lauder recently expanded its focus from anti-ageing to visible age reversal and founded a scientific think tank called the Longevity Collective.

The brand is collaborating with Stanford’s Centre on Longevity and pioneering age-reversal tech, pushing the industry to measure skin “healthspan” rather than just youth.

Unilever

Health & Wellbeing for All: Unilever’s global beauty unit is betting on “beauty from within”—investing in wellness categories, supplements (e.g., Nutrafol Skin), and science-driven product lines from Vaseline and Dove. Growth in their Beauty & Wellbeing segment is being fueled by new launches targeting both skin and systemic longevity.

Despite closing REN Clean Skincare, Unilever’s acquisitions in the supplements space reveal a big pivot to holistic health and longevity approaches.

LVMH

Biotech Collaborations and “Inflammaging” Science: Luxury leader LVMH recently announced a breakthrough partnership with Integrated Biosciences to discover molecules that target biological age and “inflammaging”. Iconic brands like Dior are already testing the impact of their signature formulas on molecular longevity biomarkers and developing interventions for senescence.

Shiseido

Often overlooked in Western media, Shiseido is deeply invested in longevity science—especially through its Future Innovation Lab, epigenetic skincare research, and anti-inflammaging platforms. Shiseido’s Ultimune and Vital Perfection lines are positioned as cellular longevity solutions and are frequently cited in Asia as leading the “science of beauty lifespan.”

Procter & Gamble (P&G)

While best known for Olay and SK-II, P&G is heavily investing in “skin biomarker” research, digital diagnostics (like the Olay Skin Advisor), and telomere-preserving actives. Their recent launches focus on mitochondrial health and DNA repair, positioning P&G as a strong contender in the longevity space.

Kenvue

With Neutrogena’s Skin360 and bioactive-powered lines, plus heavy investment in longevity diagnostics and supplements, J&J is another giant betting on beauty as a pillar of long-term health.

BASF and  Givaudan (Ingredient Leaders)

While not consumer brands, these ingredient giants supply bioactive longevity actives (like BASF’s Oximony™ and Givaudan’s Agefinity™) to many top brands. Companies with their own “longevity ecosystems” now shape the speed of scientific adoption in beauty R&D.

Biotech & Indie Disruptors

Brands like Niance (Switzerland), Timeline, Senisca, and Jung+ are gaining influence by combining supplements, diagnostics, and topical actives. Large groups often partner or acquire these innovators to future-proof their portfolios.

💡 Why This Matters

This isn’t just industry buzz. Beauty’s move into longevity means:

• Personalised “biological age” diagnostics to tailor routines for your unique ageing process.
• Skin health interventions backed by epigenetic data, not just marketing claims.
• Integration of supplements, skincare, and lifestyle for full-body healthspan.

This shift is backed by billion-dollar investments, bold partnerships, and a new generation of science-powered beauty that promises to change how we think about ageing, beauty, and wellbeing.

Who Will Be the Next Beauty Longevity Icon?

Which brand is making the boldest, most meaningful investments? Who is actually delivering results for consumers—and who will shape the next decade of beauty and longevity?

CALL FOR NOMINATIONS!

If you know a brand, product, or innovator pushing the boundaries in beauty & longevity—from AI diagnostics and cellular actives to longevity supplements and holistic wellness—nominate them for the Beauty & Longevity CHOICE Awards!

• Celebrate those setting new standards for effectiveness, science, sustainability, and user experience.
• Winners and innovators will be honoured at the next INNOCOS Longevity Summit.
• Submit your nominations and help spotlight true pioneers in the beauty-and-longevity revolution.

Let’s celebrate the visionaries creating a world where beauty is about feeling and living younger, longer. Nominate a star innovator here!

Are you ready to shape the future of longevity in beauty? Join us at INNOCOS and be part of the movement.

Interested in learning more about ingredient sourcing? Visit Covalo and start streamlining your product development today!

The views expressed in this article are those of the author and do not necessarily reflect the views of Covalo.