With a growing number of products that aim to prevent the signs of ageing and a move towards Accredited Beauty solutions, there’s a rise in brands embracing smart ageing innovations. US-based SpoiledChild has created targeted products based on big data and artificial intelligence (AI). With people often using products they don’t need, the company's two-minute customer questionnaire uses its AI, known as SpoiledBrain, to match them with one primary product and three suggested products that cater for their individual skin needs and concerns.
The company hopes to create products that break from the standard ‘anti-ageing’ traditions and put the consumer in control of their future. Suzanne Fitzpatrick, co-general manager of Spoiled Child, says: ‘There is an entirely new generation of consumers that are redefining the rules of ageing on their own terms.’
There’s also a drive towards cell healthcare, with brands addressing the root cause of ageing rather than the symptoms. Tech-forward brand One Skin, for example, is taking a molecular approach to skin longevity. Carolina Reis Oliveira, scientist and co-founder of One Skin, discovered that most beauty products are unsuccessful at rejuvenating the skin and even contribute towards ageing. Its first proprietary technology, OS-01, eliminates roughly 40–50% of senescent cells on the skin, making room for younger, healthier cells to replicate.
In a similar vein, MitoQ Pure, has created a range of supplements with unique properties – the ability to be ‘absorbed directly into mitochondria, the powerhouses within cells’. This breakthrough, according to the website, ‘is at the forefront of the new field of targeted molecules, which we now know is vital for the cellular health revolution’.
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