✔ Takeaways:
‘Longevity washing’ is a marketing tactic that uses misleading or false claims to describe the benefits, often without solid evidence.
Trustworthy longevity skincare targets the root causes of skin aging, using ingredients tested in clinical trials.
A few questions and considerations can help you discern between effective and ineffective products.
In 2026, longevity is a buyer's delight. 🛍
Products that promise 'cellular health,' 'reduce inflammation,' and 'superior hydration and recovery' are everywhere, and the beauty industry has been quick to hop on board.
But if you're wondering which claims are legit or just fancy language, you're not alone.
💄 In a recent Cosmetics Business interview, Carolina Reis Oliveira, PhD, CEO of biotech skincare company OneSkin, warns about a new risk to the beauty industry: "longevity-washing," a misleading marketing tactic that is making it harder to know what works.
Have you ever bought an “anti-aging” beauty product and later realized you had no idea what it actually did?
→ At our Women’s Health Summit, 75+ experts logging more than 100 years of clinical experience will break down how you can stay needed, healthy, and mentally sharp at every age. It could be life-changing. Use discount code ERIN to claim your limited-time offer.
What is longevity washing?
In this context, brands use misleading or false claims about a product's skin-aging benefits, often without solid evidence. It’s like ‘greenwashing’ and ‘science-washing’... layering complex language and rich promises in a product’s description to get people to trust it, then buy it.
Common tactics include:
🔤 Complex jargon that sounds impressive, but is actually confusing
🔈 Making vague claims (“boosts cellular health”) without identifying specifics
🗣 Banking credibility on testimonials that are not supported by clinical data
📊 Diagrams and visual representations of biological processes
‼ Why it matters
Impressive-sounding science 🔬 doesn't always translate to effective products, and there are a few key reasons to be skeptical about longevity claims in beauty and wellness.
Jargon can create a language barrier. Innovations like biomimetic and biotechnical bond-strengthening haircare, as described in a recent Atlantic feature, may be legit. It’s not user-friendly, though, and making informed choices could become harder.
Trustworthy brands ‘show and tell’: As Oliviera explains, trustworthy brands should be able to explain what ingredients do and “show how impact is actually measured.”
🏷 A product label can make impressive anti-aging claims based on its ingredients, but the product may only have the bare minimum amount of the effective ingredient in the formula. It renders the benefits useless.
You can’t always verify results. Unlike procedures that can offer immediate results (such as using low-level lasers for a skin-regenerating ‘glow’), skincare that is focused on skin longevity is often about prevention, which could look like fewer wrinkles five years from now.
And because few long-term studies have been done on skincare’s direct influence on skin longevity, brands can make claims that can't be quickly verified. ⛔
Purchasing pushes progress: Just as greenwashing “distract[s] from and delays concrete and credible action,” longevity washing might divert money and attention away from companies doing rigorous, validated research, explains Longevity.Technology.
Labels impact trust: If ‘longevity’ is marketed for products of quality and poor quality, it could erode trust in the entire field, making it harder to choose functional products.
What is true longevity skincare?
Legitimate longevity skincare focuses on preserving the biological processes that keep skin healthy and youthful.
It targets the root causes of skin aging, and it can ideally be validated in rigorous clinical trials. 🥼 Look for products that improve:
💧 Barrier function: This is a marker of skin health, which measures moisture retention. Ideally, a product would reduce water loss.
☀ Photo-aging: UV radiation from the sun can cause up to 90% of skin aging, so effective products address damage before or after it occurs. Retinol would be a great example.
🧬 Cellular senescence: Senescent cells damage DNA and contribute to skin aging. Reducing senescence can support faster skin repair and possibly reduce biological skin age.
👱♀ Collagen and elasticity: These proteins are important for supple-looking skin, and they can be measurable indicators of how fast your skin is aging.
🍊 DNA damage: Clinically-proven ingredients like vitamin C can address this longevity marker by slowing down inflammation and promoting cellular regeneration.
🔥 Inflammation: Redness, dryness, eczema, and dark circles are a result of inflammation — a key skin aging biomarker that can be targeted with clinically-active ingredients.
✅ Longevity Skincare Checklist
In a sea of products and anti-aging promises, knowing what to trust can feel challenging.
But with a bit of research and the right questions, it should not be too difficult to spot quality products that support skinspan.
The paraphrase test: Can you say "This product has X ingredient, does Y mechanism, and it's good for Z health marker"?
Example: "Hyaluronic acid is clinically proven to hydrate skin by helping the barrier retain moisture." 💧How exactly does it work? Does it target collagen, mitochondria, or senescence — or just vaguely support "longevity"?
How was it tested? Spend 30 seconds asking ChatGPT if the product has undergone randomized, double-blind, placebo-controlled human trials. 🧑⚕ If it hasn’t, ask if there have been any trials on the product or major ingredients.
What’s the end goal? Does the company measure real skin span metrics (like elasticity over six months) or just claim skin looks "more bouncy"?
Is there independent proof? Be wary of "clinically researched" claims. Look for peer-reviewed data 👍 , especially for "biological age" claims.
Is it ‘clean’?: Chemicals are not always harmful (ie, retinol), but certain synthetics/preservatives can disrupt hormones and increase cancer risk.
🎯 The bottom line
Longevity is going to change the beauty landscape significantly, and authentic products show promise in slowing skin aging and creating younger-looking skin. But as the industry expands, so do products marketed for ‘longevity’ without merit. Pause and consider what the brand is telling you.
Clarity, valid science, and time-tested results create a lifetime of beautiful skin.
Added value+
🟥 Red flags:
Targets a "longevity gene" or "youth gene."
Promises "immediate improvements."
Claims to "reduce skin age" based on photographs alone
🧾 What actually has evidence (Based on multiple high-quality, independent clinical trials):
Tretinoin (Retin-A)/Retinol
Red light therapy
Sunscreen
Vitamin C
✨ Brands that show promise for skin longevity":
OneSkin: Small, self-sponsored clinical studies show less senescence
Imedeen: Oral supplement that appears to strengthen skin structure
Alastin: Products that appear to support collagen production and regeneration
What’s New at Livelong (and How to Get Involved) …
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Ask LIV: We’ve added an AI-powered tool that answers your health and longevity questions.
“The Fertility Formula” With Dr. Natalie Crawford—
This week’s episode is exclusively available on the Livelong PodcastTM.
Poll response—
We asked, you answered: At this stage of your life, what do you care more about?
Your responses reflect that a fulfilling life isn’t myopic. It’s not health over happiness or fulfillment over impact…Many things contribute to a life well-lived. I hope you pursue what’s most valuable to you. Read the entire article. This week’s thoughtful response:
“Having fulfilling relationships = happiness, and I now get to pick and choose who I keep around. And how liberating that feels.”
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The information provided about wellness and health is for general informational and educational purposes only. We are not licensed medical professionals, and the content here should not be considered medical advice. Talk to a doctor before trying any of these suggestions.
