Key Takeaways:

• 2026 FIT Capstone research has unveiled that consumers are investing in longevity beyond aesthetics. 
• Scientific jargon erodes consumer trust.
• Human opinion is the most trusted driver of purchase.

Longevity has been the talk of the town in the beauty world, and it's made its way into the classrooms at the Fashion Institute of Technology (FIT) as well. Master’s degree students in the Cosmetics and Fragrance Marketing and Management Class (CFMM) of 2026 delved into what this buzzword really means across consumer habits, science, and business.

CFMM, known as the "Beauty Industry's Think Tank," unveiled global insights from its 2026 capstone initiative, The Longevity of Beauty. The study, based on comprehensive qualitative and quantitative research and international fieldwork including more than 1,600 survey respondents, unveils global insights into longevity and its implications for the industry's future.

"For me, this research is a wake-up call for any business—not just beauty—to take action or be left behind," said Dr. Brooke Carlson, Interim Dean of FIT’s School of Graduate Studies, in a statement.

The Longevity Consumer

As social media dominates the conversation with information overload and a hyper-focus on optimization, consumers are prioritizing data-backed biological investments in longevity over aspirational purchases. The research examines how four macro forces—uncertainty, the erosion of the American Dream, cognitive fatigue, and optimization—are reshaping purchasing behaviors.

Key Findings:

• 40% of GLP-1 users buy small beauty items when they are under economic stress, compared to 16% of non-users.
• While we may assume that GLP-1 users are health motivated, 62% of users say they are appearance-driven, versus 29% of non-users.
• Bodycare purchases have spiked to 72% among GLP-1 users, with specific demand for firming, skin-tightening, and muscle-support products.
• Only 16% of those buying "pick-me-up" products are cutting their beauty budget elsewhere, while 84% of consumers are still splurging overall.
• As consumers’ spending power declines with rising inflation, just 33% of people cut beauty spending, while dining out, clothing, and travel are cut more frequently.
• Doctors are trusted 14 times more than AI experts.
• 92% of beauty shoppers don't rank AI tools among their top three trusted sources, and 91% don't rank social media influencers at all.
• 72% of 18- to 29-year-olds are resilience focused, while 57% of those aged 45–60 are appearance driven.
• 94% of consumers who strongly doubt the possibility of upward mobility see beauty as a long-term investment in themselves, compared to 53% of believers in the American Dream.
• 85% say shopping for beauty feels overwhelming, and 21% feel that way every time they shop, with half of respondents believing there are too many products on the market to choose from.

Consumers aren’t only concerned about aesthetics. Brands must meaningfully support longevity and well-being as people become more intentional about their purchases; the brands best positioned for growth will be those that deliver credibility and functional value to improve consumers' everyday lives.

The Science of Longevity

As consumers redefine what it means to age, they want science to back up beauty marketing claims. They want proof rather than scientific jargon that a product will match its promise. The research, however, exposed a credibility gap between how science measures aging and how beauty has historically marketed it. And there is a further structural misalignment: true longevity innovation requires long-term clinical research rather than the beauty industry's current model of short-term product cycles.

Key Findings:

• Almost two-thirds of consumers use longevity-supporting products, with 83% either using or being open to them.
• 56% want brands to do a better job explaining the science behind aging.
• Only 14% say scientific terms like NAD+, exosomes, and epigenetics make products more credible.
• 58% of consumers see beauty as an appearance-focused industry, while longevity is considered medicine's domain.
• 75% trust dermatologists and doctors, and 67% trust scientists, compared to only 5% who trust influencers.
• Among consumers aged 60+, just 13% trust the science behind the products they buy, compared with 44% of those aged 30-44.
• 50% of consumers aged 45-60 are already using longevity products.
• 39% of younger buyers (ages 18-29) want more explanation about products, while 47% of those 60+ dismiss scientific claims as marketing.
• 42% expect visible results within a month.

Brands have the opportunity to design systems that actually deliver measurable health-span outcomes rather than using longevity as a marketing tool. Consumers are increasingly viewing beauty as an industry that can support long-term vitality through prevention, recovery, and resilience, and brands must support that shift.

The Business of Longevity

As competition intensifies across the beauty landscape, brands are facing mounting pressure. For modern brands to have staying power, the cohort's research shows that brands must fundamentally build trust and desire among consumers. Shoppers trust people over brands themselves, remain loyal when rewards experiences are offered, and are less persuaded by a constant stream of new trends and products.

Key Findings:

• Consumers who are given genuine brand experiences are seven times more likely to join a brand's community and four to five times more likely to defend or follow its founder.
• Only 2% rank a brand's own marketing as their most trusted source when deciding what to buy, compared to 45% who trust friends.
• 90% like certain brands because of ritual, learning, people, or identity.
• Emotional attachment more than doubles as income rises, with 69% of buyers earning $100K–$200K saying a brand is more important than a product.
• 37% first hear about a brand from a friend or family member, whereas only 5% hear about it from an influencer.
• 59% say they get the most honest beauty opinions in person or in small, private groups, such as on Reddit or Discord.
• The most loyal buyers are those aged 60+, but only 48% of that group ever advocate for brands.

The brands that are winning are those connecting deeply with their core audience. This means engaging authentically with consumers while reinforcing daily rituals and building credibility.