Swedish beauty and wellbeing company Oriflame has released a new whitepaper titled *Beyond Anti-ageing: How Longevity Science Is Changing Beauty*, highlighting how advances in longevity science are reshaping the skincare industry by moving the focus from reducing visible signs of ageing to supporting lifelong skin health and wellbeing.
The publication comes as the United Nations projects that the global population aged 80 years and above will triple by 2050, while many children born today are expected to live into their 90s. Against this backdrop, the whitepaper argues that the beauty industry must increasingly prioritise healthspan alongside lifespan through science-backed and preventive skincare solutions.
The report outlines a shift from conventional anti-ageing approaches to pro-longevity skincare, noting that skin ageing is influenced by interconnected biological processes as well as nutrition, sleep, stress and environmental factors. It also explores the scientific framework known as the Hallmarks of Ageing, which explains the biological mechanisms behind ageing and supports the development of skincare aimed at improving long-term skin resilience.
Commenting on the launch, Edyta Kurek, Senior Vice President and GM, Oriflame India, said Indian consumers are becoming more informed about healthy ageing and are seeking science-backed skincare solutions. Lene Visdal-Johnsen, Director Scientific Research, Claims & Innovation at Oriflame, said advances in longevity science are enabling a deeper understanding of skin biology and helping drive innovations that support healthier skin over time.
The whitepaper also highlights Oripeptide-3, Oriflame’s patented peptide technology, and reflects the company’s nearly 60 years of beauty expertise and over 15 years of research into multi-pathway skin biology. It marks the first in a planned series on longevity and wellbeing, with another edition scheduled later this year.
In Guwahati, the report is expected to resonate with the city’s expanding premium beauty and wellness market, where demand for science-backed skincare, preventive health products and holistic wellness solutions has been steadily increasing. Retailers, wellness consultants and beauty professionals in the region may see growing consumer interest in longevity-focused skincare as awareness around healthy ageing continues to rise across urban Northeast India.