Longevity Beauty Trends Reshape Consumer Habits by 2026

The 2026 graduates of FIT’s Cosmetics and Fragrance Marketing and Management program have explored the growing role of longevity in beauty. Their research, backed by Coty, highlights how consumers are adopting health-focused routines in response to economic uncertainty and social media trends. The study drew on three surveys involving 1,654 participants. It revealed that 65% of consumers already use products supporting longevity, while 83% are open to trying them. However, perceptions of longevity vary, with some not linking it directly to beauty.

Young adults aged 18-29 and those over 60 see beauty products as part of their overall wellness strategy. The report advises brands to avoid vague claims, or 'longevity-washing,' and instead focus on clear, science-backed communication to build trust.

Success in this space depends on offering personalised, research-driven solutions. Brands that invest in meaningful patents and educate consumers on sleep, diet, fitness, and hydration are likely to stand out. The findings suggest a shift towards long-term, health-conscious beauty habits. Brands that prioritise authentic science and personalised approaches will gain consumer confidence. Trust, not bold promises, will determine the leaders in the longevity market.