This article is part of the Future of Appearance, a collection of articles that investigates what we will look like in 20 years.
Out with the hydrating creams, in with the genetically modified moisturisers.
As consumers seek hyper-personalised products tailored to their individual needs, beauty brands must evolve beyond broad-sweeping formulations. According to the Vogue Business beauty standards survey, 68 per cent of respondents would consider using a product that works at the genetic level for longer lasting beauty effects. Product advancements such as biotechnology, artificial intelligence and regenerative science are unlocking next-generation beauty solutions that align with personalised goals. To meet this demand, brands must embrace emerging biological innovations and technological advancements to shape product development.
“In recent years, how consumers have engaged with beauty trends and products has shifted,” says Chloe Green-Vamos, VP of global innovation strategy at beauty conglomerate Estée Lauder Companies (ELC). “Today, trends are influenced by a spectrum of lifestyle factors, including medicine, technology, food, health, social media and wellness.” She notes that increased awareness of longevity and slow ageing is changing the role of beauty products, with consumers seeking “transformative, noticeable and meaningful benefits”.
Imagine DNA-driven skincare tailored to individual genetic codes replacing today’s cleanser, serum and moisturiser for sensitive skin with calming effects. GLP-1 weight loss advancements to reprogramme metabolic functions and maintain a toned physique without side effects. Supplements, pills or wearables that balance hormones in real time to mitigate the impact of hormone imbalance associated with menopause and perimenopause. Stem cell therapy (advancing from plastic surgery innovations) and 3D-printed hair follicles could replace transplants and hair growth products.
Hypersonalised and genetically focused products will also impact product development timelines, says Georgina Williams, consultant plastic and reconstructive surgeon and founder of Montrose London skincare clinic. “Bringing a product to market typically takes 18 months to two years, including scientific research, ingredients testing, regulatory approval and formulation,” she says. But moving forward, speed and agility at a more personal and advanced level will be crucial. Under this lens, ELC’s executive VP of research, product and innovation Carl Haney says that’s why the group has doubled down on AI, to help speed up innovation, advance scientific research and understand consumer needs for generating the next wave of products.
“Think about today’s skincare offering: you diligently apply a cream for weeks and might see subtle improvements. But imagine products that don’t just slightly improve your skin’s appearance — they transform it at a cellular level. That’s where we’re headed,” says Dr Nathan Price, chief scientific officer at supplement brand Thorne.
Clare Varga, VP of content at trend forecaster WGSN, agrees: “Expect regenerative, preventative, biologically attuned products, from personalised and ‘prescribed’ AI-tuned routines to epigenetics and cellular-level actives, treatments and beauty ingestibles that take a ‘whole-istic’ approach supporting the skin, mind and soul.”
What advancements are causing a stir today and shaping the products of tomorrow? And how can brands prepare and adapt?
The next frontier
Experts say stem cell therapy (which uses the body’s natural healing mechanisms to regenerate and repair damaged tissues) will revolutionise hair loss solutions in the product market, moving beyond traditional hair growth supplements and scalp-stimulating serums.
“Follicular stem cell expansion will increase the number of hair-producing strands,” says Montrose Clinic’s head of dermatology Dr Eirini Merika. “Research is advancing where soon we’ll be able to harness the body’s regenerative capacity, redefining hair loss care. It’s shifting the narrative from ‘react and replace’ to ‘prevent and revitalise’, ensuring consumers maintain healthier, fuller hair far longer than previously imagined,” adds Dr Thivos Sokratous who operates at regenerative skincare clinic Ouronyx. Experts predict we’ll then see solutions in the market that work in tandem with in-clinic treatments or stem cell derivatives in topical form.
Other than regenerative medicine’s hair-strengthening benefits, stem cells combined with fat cell advancements in topical form could re-form the anti-ageing sector by stimulating the natural production of collagen, elastin and fat cells, eliminating the need for synthetic fillers and oral collagen powders. “Regeneration research is in its infancy, but the industry is already looking at solutions that harness the body’s resources,” says Gerry Muhle, head of global product strategy at pharmaceutical company Galderma.
Exosomes, desired for enhancing the skin’s natural regenerative processes for a more youthful appearance, are poised to disrupt the skincare market through products that eliminate scarring, pigmentation and inflammation at a cellular level. At the moment, beauty brands like Dr Barbara Sturm and The Inkey List currently formulate with laboratory and plant-based exosomes due to ongoing safety regulations surrounding the use of human-based exosomes and the risk of transferring infection. And although regulations surrounding human exosomes remain restricted right now, Dr Sina Ghadiri, founder of Sinaesthetics skincare clinic, predicts, “a seismic shift will take place for skincare products once they can be safely integrated into creams and gels”.
Ongoing research into extending skin cell lifespan and ‘waking up’ dormant cells could slow ageing altogether. If advancements like mRNA-based therapies (messenger ribonucleic acid, currently used to treat diseases by replacing a protein that is missing or doesn’t function effectively) continue to develop, Ghadiri says, “this could have implications in anti-ageing by potentially using mRNA vaccines to target cells related to ageing, such as fibroblasts and keratinocytes, to reverse age-related changes”. This means products formulated or developed from mRNA advancements could maintain a skin cell’s life for longer, improving skin quality and vibrancy.
The popularity of GLP-1 injectables like Ozempic and Wegovy, along with toning supplements such as Lemme Tone and Arrae Tone, signals a growing interest in metabolic reprogramming. Future iterations will likely refine these treatments to maintain muscular strength and a lean physique while mitigating side effects like skin laxity and muscle loss. “We’re in the GLP-1 honeymoon phase,” says Minou Clark, CEO of US healthcare marketplace Realself. “Future iterations will become more nuanced, with annual ‘refreshers’ replacing weekly injections — akin to the Botox evolution.”
Metabolic hacking is also set to reach beyond appetite suppression. Companies like Zoe, Artah and Pendulum are already developing microbiome-targeted supplements that reset the gut and optimise metabolic performance. In the future, AI-driven algorithms will lean in and analyse real-time biological data to fine-tune metabolic responses, offering hyper-personalised solutions that eliminate the need for calorie counting altogether.
In a similar vein, Varga predicts hydration will become a dominant hero category for brands, toeing the line between beauty and wellness. Today’s firming and lifting product demand will transition into hydrating treatments, including ingestible hydrators, as consumers seek harmonious and easy solutions to maintain skin plumpness.
Wearable biosensors and nano-implants are emerging as game-changers in hormonal health, particularly for menopause management and women’s wellness. These devices will monitor hormone fluctuations and trigger precise hormonal releases to maintain skin quality and overall well-being. “These nanodevices will work in harmony with the body, mitigating the effects of menopause and maintaining optimal skin quality,” says futurist Geraldine Wharry. For Muhle, nano-implants and devices will also be able to tell consumers what their skin needs, instead of the guessing game women and experts have to dance around today.
Beyond menopause, advanced wearable technology will integrate with AI to analyse lifestyle data and hormonal patterns, delivering instant and personalised product recommendations. “We’re talking about maintaining skin luminosity, optimising fat distribution and supporting muscle definition based on real-time hormonal profiles,” says Dr Sohère Roked, functional medicine and hormone specialist.
This evolution promises to neutralise concerns tied to thyroid dysfunction, cortisol imbalances and skin laxity associated with oestrogen and testosterone shifts. “More consumers will be able to maintain skin luminosity; balance fat distribution, reflective of healthy oestrogen and testosterone levels; and improve muscle definition, which speaks to optimal growth hormone functionality,” she adds.
Climate-adaptive beauty formulations are emerging in response to increasing environmental stressors. Companies like ELC and private research university Massachusetts Institute of Technology (MIT) are researching anti-inflammatory responses at the cellular level to combat climate-induced damage, while Shiseido’s Sun Dual Care technology converts UV energy into skin-activating responses, setting the stage for next-gen beauty solutions.
“Our cultural and societal compass tells us that the Gen Alpha and Gen Z consumer will be seven to 10 times more exposed to severe weather events than their parents, which will damage DNA and influence product purchase,” explains ELC’s Green-Vamos. “This will influence not only product development, but also consumer purchasing patterns, pushing brands to create climate-adaptive solutions.” Cosmetic doctor Dr Liesel Holler predicts that bio-adaptive treatments, which regulate skin and hair based on external stressors, will dominate the Latin American market, especially in cities like São Paulo and Buenos Aires that already experience extreme pollution and high UV.
Looking ahead, brands have a critical opportunity to lead with biologically attuned products that align with the future of personalisation, regeneration and longevity. As Emma Chiu, global director at VML Intelligence, a forecasting agency, says, “There’s still plenty of white space for brands to pioneer climate-adaptive skincare and AI-driven, hyper-personalised solutions. The science isn’t fully there yet — but it will be.”
Despite many technologies still requiring significant development, companies can bet that the future of beauty lies at the intersection of science, data and aesthetics. “The revolution happening now combines molecular-level knowledge, genetic insights and AI — unlocking the secrets of ageing and appearance,” says Price. “Instead of products that merely sit on the skin, we’ll have treatments that revitalise from within, rebuilding elasticity and regenerating cells.”
Early adopters like Noble Panacea are already making moves. The skincare brand recently appointed Dr Benjie Limketkai from MIT as its chief technology officer, whose work on supramolecular machines (a technology that can protect from ingredient degradation, allowing for controlled release in specific areas of the body) will enable the brand to enhance its existing time-releasing technology — organic super molecular vessels (OSMV) — within its skincare portfolio.
“Over the next two decades, we envision deploying AI-powered solutions with OSMV as next steps in our personalised skincare product strategy to enhance prediction efficacy and treat individual skin in the specific environment with selective programme-releasing ingredients,” says Limketkai. “Adaptive, dynamic and deep tech solutions will move our skincare developments on,” adds the brand’s CEO Céline Talabaza.
We can also expect aesthetic treatments to be the marker for beauty products. “We’re already starting to see greater shelf space dedicated to skincare products geared towards pre and post-procedure-safe serums, moisturisers and SPFs,” says Realself’s Clark. And this will only grow as consumers seek synergies between aesthetic treatments and their beauty bags as a way to prevent concerns rather than ‘fix’ after the fact. Haney is also betting on this shift. He explains that the skincare and haircare space will especially intersect between health and dermatology, increasingly influenced by precision medicine. “Dermatological products of high performance are going to be the future. It’s not going to be about product fluff,” he says.
The brands that succeed will be those that can bridge cutting-edge science with products that can easily be incorporated into daily life. Brands will need to balance revolutionary technology with transparency, creating a new frontier of beauty products that don’t just promise transformation, but deliver it in ways we can measure, see and feel every day. For example, supplements like creatine, omega-3s and vitamin compounds will be refined and optimised based on individual biology. AI systems that analyse your entire health profile — genome, phenome, microbiome and real-time digital health measurements — to determine exactly when, how and in what precise combination, to optimise your nutritional intake.
To prepare, brands must prioritise data-driven formulations, hyper-personalisation and next-gen delivery systems that enhance efficacy while emphasising transparency. “If brands can create a product ecosystem tied to aesthetics, lifestyle and environment, they’ll stand out as the industry transitions,” Dr Ifeoma Ejikeme, medical director and aesthetic doctor at Adonia Medical Clinic, says. “Brands need to get smarter,” adds Chiu.
*Note on our images:
We created all lead images in this series using OpenAI GPT-4o’s image generation tool. To do that, we leveraged the ongoing partnership between Condé Nast and OpenAI and generated images that best reflect the expert insights and predictions about appearance found in this collection of articles.
We are aware of the debate surrounding the ethics of artificial intelligence in image-making, and we share concerns regarding creative ownership as well as that of our own image. In this series, we are talking about a world that doesn’t yet exist, and as AI is in so many ways the tool of the future, we felt it was appropriate to experiment with it in this way.
We guided the visuals entirely through written prompts. No external images or copyrighted materials were uploaded or referenced — every image was created from scratch based on our team’s original concepts.
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