The concept of longevity is gaining ground in the cosmetics industry. As promises on this theme have multiplied, consumers have become more discerning. They now expect cosmetics to deliver proven results, just as they do from healthcare products. This is the key finding of the report “The Longevity Effect”, published by the foresight consultancy The Future Laboratory and the Together Group.
The survey was conducted online by Future:Poll, the quantitative research division of The Future Laboratory, from March 6 to 14, 2026, among 1,000 consumers in the United Kingdom and the United States.
Effectiveness must be proven
90% of respondents expect beauty products to deliver proven benefits. 86% want them to be backed by scientific evidence as robust as that for health products. 80% of those surveyed always read the ingredient list.
Other studies support these findings. According to McKinsey and The Business of Fashion, the phrases “scientifically tested” and “clinically proven results” are among the top five claims sought by American consumers of all ages.
Generation Z is the most demanding. 29% of young respondents prefer science-based products, compared to 24% of Millennials.
Skepticism toward brand messaging
72% of respondents believe the industry follows trends rather than evidence. 57% feel the term “longevity” is overused in brand communications. This figure rises to 64% among Gen Z. According to the report, consumers make purchasing decisions based either on price or on scientific credibility.
“Augmented” beauty
83% of respondents believe that beauty and well-being are linked. 66% prioritize health over appearance. 44% of consumers …
