Longevity in Beauty and Personal Care

Anti-ageing had a good run

For decades, skincare promised to turn back the clock. Erase the lines. Lift. Plump. Repeat.

Now consumers want something different: not younger skin, but skin that lasts.

Renewal is going deeper, towards products that help skin repair and rebuild itself. Brands are racing to catch up.

But with launches piling in, the next trending ingredient won’t be enough to stand out.

In this report, we use Mintel’s Demand & Supply methodology to show where to play and how to win in longevity in 2027.

The four pillars of longevity

When consumers talk about longevity, they’re asking for four things:

  • Preserve: “Protect the skin I have.”
  • Strengthen: “Help my skin bounce back.”
  • Renew: “Help my skin rebuild itself.”
  • Adapt: “Support my skin through every change.”

We map how each is moving in US skincare, then zoom in on renewal, the most crowded space, to reveal where the next wave of growth is coming from. Plus six innovation principles and a new product concept to help brands win.

Download the report now to explore emerging trends and innovation opportunities for Beauty & Personal Care brands.

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Longevity in Beauty and Personal Care