Cosmetics formulators are constantly looking for solutions to combat aging, but the beauty industry has a new hot word to signify an all-encompassing approach: “longevity.” The longevity trend tackles anti-aging from a holistic perspective, supporting the youthful appearances consumers desire at a cellular level all the way to emotional well-being. Last week at In-cosmetics Global 2025 in Amsterdam, the Netherlands, Givaudan, BASF, and Vytrus Biotech highlighted solutions all catering to this new way of tackling an aging appearance.
