As GLP-1s become more available and affordable, beauty is reckoning with their impact and adjusting playbooks accordingly.
Semaglutides like Ozempic, Wegovy and Zepbound have taken over the market. A new deal forged by the Trump administration is set to lower costs in the US, while manufacturers are exploring next-generation GLP-1 delivery systems. Eli Lilly is developing Orforglipron, a pill alternative to the injectable weight-loss drug, Iconovo is experimenting with intranasal semaglutides and microneedle patches, while Vivani Medical is developing year-long implants for sustained release.
Already, up to 12% of Americans are estimated to be GLP-1 users, according to research firm Rand, a percentage expected to increase as new formats evolve and more research on the efficacy — as well as the side effects — emerge. Surgeons report an increase in cosmetic intervention, particularly among younger clients. Collagen-stimulating injectables and bioremodellers (injectable hyaluronic designed to boost collagen) are marketed to combat “Ozempic face”, which describes the drug’s side effects such as hollow cheeks, sunken eyes and sagging skin. GLP-1s also can contribute to hair loss, dental issues and olfactory shifts.
As a result, new brands are emerging and targeting these concerns, while established beauty companies and aestheticians are rethinking their customers’ needs and strategies for a future with more GLP-1 consumers.
Prescription-grade skincare
GLP-1 users report dry and tight skin, dullness and an increase in fine lines, which drives demand for high-performance skincare. As a result, GLP-1 specific skincare is emerging as another category.
Dr. Few Skincare’s DermaReverse is the “first clinically studied and scientifically peer-reviewed GLP-1-specific skincare line”, says founder and board-certified plastic surgeon Julius Few. The formula uses an “extremely high bioavailability” water-soluble retinoid with a stackable peptide complex to address sagging skin, hyperpigmentation and dryness on a cellular level. Following its stateside success, Dr. Few plans to launch DermaReverse in Europe in 2026. He is also expanding the range and developing a GLP-1 formulation for body products.
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This year, Image Skincare released Volulift, a $134 “GLP-1 4D skin rebound complex” to mitigate “Ozempic face” symptoms. The formula combines the brand’s Xosm Technology (which is designed to make ingredients sink deeper within the skin) with ingredients like bakuchiol, vitamin C, micro-algae, amino acids, plant collagen and hyaluronic acid. Co-founder Dr. Marc Ronert claims that the “breakthrough formula corrects GLP-1-related facial changes”, including volume loss, wrinkles, dehydration and a compromised skin barrier.
CellDerma, a bioceutical skincare brand founded by aesthetic physician Dev Patel, is developing a skincare formula using vegan exosomes, ceramides and anti-inflammatory peptides to boost hydration, collagen production and cellular repair, without “overwhelming already stressed skin tissue” in GLP-1 users. Its GF5 Next Generation Serum is targeted at users of GLP-1s experiencing shifting skin textures and laxity.
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Aesthetic clinics are also adopting a GLP-1-specific approach. At The Clinic by La Ross, founder Kate Monteith-Rose reports a 29% spike in GLP-1 patients seeking personalized treatments focused on hydration and elasticity in the last six months. Consequently, she has added a multi-phase GLP-1 program to her menu, which combines barrier-strengthening skincare, polynucleotides, nitrogen plasma therapy (Neogen) and Dermalux Tri Wave LED phototherapy treatment. “This sequence addresses inflammation, reduced elasticity, rapid volume loss and ensures long-term skin health tailored to the individual,” she explains.
Side effects and new solutions
Hair loss affects 10% of GLP-1 users, says consultant dermatologist Maria-Angeliki Gkini, who consults for haircare brand Hair + Me. She says GLP-1 patients are seeking non-surgical hair regrowth treatments, and avoiding transplants because recovery is longer on GLP-1s.
UK aesthetic clinic Cultskin reports a 31% increase in non-invasive hair-restoration treatments among GLP-1 patients, including microneedling, PolyPhil and Keralase, which stimulate blood flow to the scalp and support healthy hair growth. Cultskin has also launched Cultscalp, the “UK’s first GLP-1-specific hair-regeneration program”. It combines NAD+ injectables, dual-action serums to reduce hair loss and encourage hair growth simultaneously, and lyophilised exosomes with micro anti-inflammatory markers.
GLP-1s also impact oral health. The medication reduces saliva production, which contributes to dry mouth, cavities, gum disease, bad breath and enamel erosion, coined “Ozempic mouth”. Weight loss can cause facial volume changes and alter tooth display, which is prompting a “shift towards restorative treatments” in dentistry, says Dr. Rizwan Mahmood, co-founder of dental practice Ruh Dental. “Patients favor minimal-prep veneers and composite work to fine tune the smile with changing facial structures.” Hygiene appointments are also increasing from one to four times a year among GLP-1 patients to monitor oral hygiene.
GLP-1s can also change how patients perceive scent. “Some GLP-1 patients report a heightened sensitivity to smell, while others are put off by scents,” says Ayesha Bashir, pharmacist at online pharmacy Chemist4U. Nina Simona Briazu, CEO of fragrance house Torti, says some GLP-1 users gravitate to sweet or lactonic profiles, such as vanilla, dry sugar, jasmine, fig nectar and tonka. Anya Pavlenko, fragrance developer at beauty company Oriflame, forecasts gourmand scents will remain “the dominant trend until 2027”.
Briazu foresees a rise in hyper-personalized scents, “neuro-comfort” fragrance profiles that are gentler on the senses, new placement techniques (the lower body instead of pulse points), and application methods, such as micro-layering fragrance with light gourmand body creams. Torti is also developing solid fragrances and balm-style applicators with a lower projection but longer lasting scent amid the GLP-1 boom.
Finally, although GLP-1s do not directly cause nutrient deficiencies, they can reduce appetite, and therefore vitamin intake. Consequently, supplement sales are soaring. Health food retailer Holland Barrett reports increased demand for creatine monohydrate (163%), whey protein (78%) and collagen (30%) to address nutrient deficiencies, hormonal imbalance and reduced muscle mass. Mohammed Enayat, longevity doctor and founder of longevity clinic Hum2n, notes increased appetite for liquid and powder forms, as well as stacked blends that combine protein, collagen and electrolytes, which are better tolerated in nauseous GLP-1 users.
As long as GLP-1 innovations continue to advance, so will the beauty industry. In the words of Beverly Hills board-certified plastic surgeon Roy Kim: “Ozempic isn’t just reshaping faces — it’s reshaping the future of beauty.”
