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From 24-karat gold facials to salmon sperm injectibles, it’s clear that today’s beauty consumer is willing to push the boundaries in pursuit of better skin. But for this specific flock of beauty trends, it’s preventative ageing and long-term skin health that’s the driving force.
Longevity has made its big break into the beauty sphere this year — from biohacking, in which biological tweaks are made to optimise health and appearance, to fitness tracking and supplements galore. “Consumers are aware they are living longer, and are wanting to do that in the best way they can,” says Emilie Hood, consultant for beauty and consumer health at market research firm Euromonitor. Longevity primarily refers to duration and quality of life, but in a beauty context, it reflects the intersection between beauty and wellness, allowing consumers to embrace a long life of confidence and health.
According to Vogue Business’s Future of Appearance study, 97 per cent of consumers are concerned about ageing. But it’s not just about looking younger, there’s also a move towards “age-appropriate aesthetics”, whereby consumers want to look fresher and healthier without completely turning back the aesthetic clock. Consumers are increasingly looking to be “enigmatic” in the way they’re ageing, says Hood. Essentially, they are curating beauty routines that help maintain a youthful appearance while optimising skin health at the cellular level.
So how can retailers tailor their product offerings to this health-conscious consumer?
Formulating for the holistic consumer
Consumers are no longer looking for a singular miracle product to reverse all signs of ageing. Instead, they’re opting for a holistic approach, which focuses on the inside as much as the outside. Promoting collagen production, maintaining a healthy gut microbiome and the prevention of oxidative stress are all common goals. Dermal filler, once a single-fix product for plumping, is now being used for facial balancing in a full-face bespoke treatment. Meanwhile, mesotherapy, a now established treatment, is seeing beauty lovers injected with a tailored mix of enzymes, hormones, plant extracts and other active ingredients for skin or hair benefits.
“Consumers are often using vitamins alongside their skincare products to improve and maintain their skin health,” says Hood. This can also mean adopting a preventative perception of beauty, via investing in a host of products and formulations that directly target different areas. “There is also a move to preventative treatments such as ‘tweakments’, which offer a less dramatic alternative to invasive surgery.”
Reliable Medicare, a wholesale and retail provider serving treatment professionals, clinics and consumers alike, embraces this holistic take on beauty and well-being. Founded in the UK, the business has since expanded into France, the Netherlands and Dubai with its dermal fillers, topical treatments, skincare products, supplements and mesotherapy.
Co-founder and director Helen He believes that adopting this philosophy and offering beyond basic aesthetic treatments has been key to the business’s success. “We are passionate about promoting natural beauty by offering high-quality products that support our customers’ wellness and confidence,” she says. As 54 per cent of consumers say they invest in supplements to reach their beauty goals, per Vogue Business data, and 47 per cent of the same cohort opt for beauty treatments, a multi-category approach to beauty is one way for brands to win.
Reliable Medicare has gained popularity among those looking to stay ahead of the growing demand for holistic solutions seeking to extend longevity and maintain skin health. With the company hoping to launch mesotherapy products by the end of 2025, it is set to deepen its ties to everchanging beauty routines.
Safety, efficacy and trust
As consumers hone in on holistic health and medical-grade treatments, efficacy and safety become a prime focus. “Consumers expect products to work for them, and will be alienated if they don’t achieve the results they expect,” says Euromonitor’s Hood. With an overwhelming array of products and treatments to choose from, beauty shoppers opt for those they hope will deliver results. This is why credibility and trust become essential at all points of production and purchase.
Generating consumer trust has been a key priority for Reliable Medicare. Distributed by both doctors and clinical professionals, Reliable Medicare has been a trusted source for the clinical industry for the last 15 years, sourcing regulated products from stable suppliers. “We are very selective with our suppliers,” says He. “We complete multiple quality checks on each product as soon as it is received from our supplier and prior to shipping to the customer. And in the rare case we were to identify any cause for concern, it would be reported directly to the manufacturer immediately.”
Elevating supply chain standards
During periods of trade volatility, the importance of a transparent, traceable supply chain comes into focus. When it comes to regulation, medical-grade offerings, whether aesthetic treatments or supplements, undergo stricter regulations than topical products. In the UK and the EU, dermal fillers are regulated as medical devices, meaning all points of the supply chain must follow good manufacturing and distribution practices. For mesotherapy, how the product is regulated depends on the product’s claims as well as the depth of the injection and type of active ingredient.
Good distribution practices (GDP) cover the sourcing, handling, storage and transportation of these products. Ensuring compliance is a key factor for Reliable Medicare in boosting trust and transparency for stockists. To be compliant, the product must be certified, traceable to its manufacturer and stored at the correct temperature at all times, even during transit. For further EU compliance, many products must be CE certified to ensure it meets all EU safety, health and environmental protection requirements, and to which Reliable Medicare takes a serious approach. “We offer a wide range of CE-certified products and visit manufacturers ourselves to ensure their practices are up to standards,” says Reliable Medicare’s He.
The proof of Reliable Medicare’s credibility partly lies with its clients. Trusted by retailers, hospitals and consumers, the brand supplies some of the industry’s top professionals. The scale of this trust is reflected in parent company RM365 Group’s annual revenue, which reached above £20 million in 2024. Reliable Medicare delivers more than just products: it provides the infrastructure, regulation and reliability that underpin lasting beauty and confidence. Now, with the company set to launch its own product range under new venture YXA, Reliable Medicare is extending this same credibility and commitment to quality into its own retail business.
For medical practitioners, an expansive product range suited to today’s holistic beauty consumers from a reliable supplier can help carve out their place in the beauty longevity boom. For brands, it’s about adopting the holistic view points of practitioners and their clients to innovate offerings that speak to their demands for efficacy and ethical practice in an overwhelming wellness market.
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