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are seeking products and services that not only address cosmetic Rather than viewing aging as something to be feared, there is
concerns but also support their overall health and vitality. a growing acceptance of aging as a natural part of the human
This shift has led to the development of beauty offerings that experience and an increasing emphasis on healthy aging.
combine cosmetic, mental, and physical benefits all into one, As society moves toward a more accepting stance on age, such
incorporating elements such as natural ingredients, sustainable a change brings forth positive outlooks on overall quality of
practices, and personalized approaches to health and beauty. life. According to recent studies, there is a strong association
By incorporating insights from blue zones and other research between positive perception of aging and overall quality of life,
into their practices, beauty and wellness companies can thus concluding that “promoting a positive perception of aging
help empower individuals to care for their health in a and a self-care attitude would help to enhance older adults’
multidimensional way while simultaneously changing the quality of life” and should be included in the messages that
3
stigma around age: consumers now aspire to age gracefully and companies send out to their consumers.
healthily. Ultimately, the integration of insights from longevity Such a shift in perspectives has profound implications for the
research into the beauty industry represents a significant step beauty industry, as it challenges traditional notions of beauty
towards a more health-conscious and destigmatized approach and prompts a re-evaluation of beauty standards. Instead
to beauty and age. By recognizing the interconnectedness of of striving to recapture youthfulness, the movement tends
physical, mental, and emotional well-being, the industry can toward embracing aging. As preventive care takes its place
better meet the evolving needs and aspirations of consumers in into consumers’ daily routines, the focus has shifted to a
their pursuit of a longer, healthier life. holistic view of aging. Consumers seek to look and feel good
from the inside out, and subsequently age gracefully. There is
Longevity and Beauty: a myriad of factors that contribute to optimal internal health
A Shifting Perspective on Aging Prompts a for a healthy external appearance. A study published in the
Positive Re-Evaluation of Beauty Standards National Library of Medicine that focuses on gut-brain-skin

Traditionally, the beauty industry has largely equated beauty interconnectedness has shown that the intestinal microbiota
with youthfulness, often promoting products and treatments is highly responsible for skin health and skin longevity. Such
4
aimed at erasing or concealing signs of aging. However, as our findings are prompting a shifting approach to skin health and
understanding of health and well-being evolves, the perception aging: instead of focusing solely on anti-aging solutions that
around aging is steadily shifting. treat one’s external appearance, there is a greater emphasis
on products and services that support inner health and vitality.
Skin care formulations may incorporate ingredients that nourish
and rejuvenate the skin from within, rather than simply masking
the signs of aging, and supplements aimed at re-balancing gut
health may communicate its benefits to include skin health.

Hormones: Celebrating Them as
the Life Companions That They Are

It would be impossible to discuss health-span without addressing
hormones. Hormones, or the body’s chemical messengers,
play a huge part in one’s physiological and mental well-being.
Frequently seen as unwelcome troublemakers, hormones are
an essential part of life’s journey. Bringing about physiological,
mental, and emotional changes, hormones and their periodic
imbalances have long been perceived negatively and have not
been openly talked about until very recently. Ranging across the
entirety of life’s journeys from puberty, pregnancy, post-partum,
menopause, andropause, and everything in between, hormonal
changes affect everyone from early life to elderly years.
As the health-span movement continues to settle itself in
consumers’ mindsets, hormonal changes are taking center
stage and are being more openly discussed, and celebrated,
than ever before. The movement extends to the appreciation
Image source: Pexels and celebration of the intricate balance of hormones and their
1 Innova Market Insights
2 McKinsey & Company 39
3 The Gerontologist
4 National Library of Medicine