ANTI-AGEING
Navigating the future of ageing care
Emilie Gombert-Alexandru, Rachel Davies – Oat Cosmetics ABSTRACT
The skin care industry is redefining ageing care, moving beyond wrinkle reduction to a holistic focus on long-term skin health. Science-driven innovations, AI-powered personalisation and sustainability are transforming the landscape, shifting the emphasis from correction to prevention. The rise of ‘well-ageing’ embraces resilience rather than merely reducing signs of ageing, while breakthroughs in biotechnology and consumer demand for transparency drive cutting-edge advancements. As skin care evolves, the future lies in personalised, high- performance solutions that empower individuals to maintain vibrant, healthy skin at every stage of life
Over the past few decades, ageing care has undergone a significant transformation, not only in the way products are formulated but also in how the beauty industry approaches ageing. From early wrinkle-fighting products to the advanced, science-backed solutions of today, the evolution of anti-ageing skin care has reshaped consumer expectations, marketing strategies and product development. This article delves into how these changes have impacted the beauty industry and what the future holds for ageing care. As a cornerstone of beauty claims, ageing
care products hold a significant share of the global cosmetics industry. According to a 2024 survey, the anti-ageing sector is valued at approximately $70 billion, with projections indicating it will double to $140 billion by 2034.1 These projections align with ageing care’s continued dominance in the skin care segment, evolving with industry trends and driving technological advancements.
From combat to prevention: the shift in anti-ageing philosophy Developing an effective anti-ageing product is a challenge, because the product by definition must address multiple factors and signs of skin ageing. Traditionally, the anti-ageing market has long been driven by the promise of delivering a youthful appearance by reversing the visible effects of ageing—framing it as a battle against time. However, this notion can be misleading.
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Skin ageing is a natural and inevitable process involving cell turnover and eventual cell death, meaning it cannot be completely reversed. The idea of reversing ageing implies an unattainable goal, as no product can make cells immortal or completely undo biological ageing. However, while ageing itself cannot be
stopped, the visible signs of ageing can be slowed down and reduced. This understanding has shifted skin care from a corrective approach to a preventative one, emphasising skin longevity rather than direct reversal. Instead of waiting for wrinkles and loss of
elasticity to appear, modern skin care prioritises protection, nourishment and strengthening of the skin barrier before significant damage sets in. Advances in skin biology have reinforced the importance of proactive care, making preventative ingredients such as antioxidants, peptides and SPF essential in beauty regimens. Brands are increasingly aligning their
messaging with this philosophy, contributing to the rise of wellness-focused beauty, where skin care is not just about reversing damage but about maintaining long-term skin health.
The rise of ‘well-ageing’ and holistic skin health As consumers increasingly prioritise overall health and wellness, the concept of well-ageing has gained prominence. Unlike traditional anti-ageing approaches that focus on youthful appearance, well-ageing emphasises long-term skin vitality, radiance and resilience throughout
all stages of life. This shift aligns with broader cultural trends towards mindfulness, sustainability and self-care. This perspective has evolved into a more
comprehensive view of skin ageing, recognising it as a complex biological process influenced by a combination of intrinsic genetic factors, external environmental exposures and epigenetic modifications. What sets well-ageing apart is not just a
change in terminology—seen in related terms like pro-ageing and healthy-ageing, which have been circulating for some time—but a fundamental shift in skin care’s role within a broader wellness framework. Skin care is no longer just about cosmetic concerns; it is becoming an integral part of a holistic approach that supports the skin’s natural functions for long-term benefits.
This shift includes innovations in biohacking
and longevity science, which aim to enhance skin resilience, optimise cellular repair and maintain its youthful functions over time. Brands have responded by expanding their product offerings to include solutions that promote a balanced, well-rounded approach to skin care. This has reshaped product formulations to include adaptogens, probiotics and other wellness-oriented ingredients aimed at strengthening the skin’s natural defence systems. Despite the growing prominence of
well-ageing, the market currently lacks clear regulatory distinctions between anti-ageing and
June 2025 PERSONAL CARE
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