Beauty's longevity revolution: How wellness is reshaping consumer demands by 2026

The 2026 graduating class of FIT’s Cosmetics and Fragrance Marketing and Management programme recently presented findings on longevity in the beauty industry. The event, sponsored by Coty, highlighted how consumer attitudes are shifting towards long-term, health-focused approaches to beauty. Surveys revealed that 65% of consumers already use products supporting longevity, with 83% open to trying them. The presentation drew on three proprietary surveys involving 1,654 consumers. These showed that people now view beauty as part of a broader wellness strategy, particularly among 18-29 year-olds and those aged 60 and above. Macro factors like economic uncertainty and social media trends have driven this change.

The students advised brands to avoid ‘longevity-washing’ to preserve trust. Success in this space, they argued, will depend on authentic science communication and a proactive approach to ageing. Investment in research, patents, and personalised solutions was also identified as key for future growth. The findings suggest that consumers are increasingly adopting longevity-focused products as part of their routines. Brands that prioritise trust, transparency, and innovation are likely to lead the market. The shift marks a move away from traditional anti-ageing messaging towards a more holistic, long-term perspective.