FIT’s Beauty Think Tank Reveals Insights on the Longevity of Beauty

Current students from the Fashion Institute of Technology’s (FIT) master’s degree program in Cosmetics and Fragrance Marketing and Management (CFMM), known as the “Beauty Industry’s Think Tank,” unveiled global insights on “The Longevity of Beauty.” 

The Longevity of Beauty is a research study from its 2026 capstone initiative focused on three areas: the longevity consumer, the science of longevity, and the business of longevity. 

Sponsored by Coty, the findings were delivered to an audience of over 700 industry executives from leading global beauty brands.

Professor Stephan Kanlian, chair, CFMM, School of Graduate Studies, commented:

“On this, the occasion of the 25th anniversary of CFMM’s capstone research, we have chosen a topic with universal appeal to businesses, brands, and consumers alike. This group of global professionals has embraced the opportunity to perform field research in five global markets during their graduate study and to conduct original consumer research for a nuanced understanding of the problems facing today’s business leaders.”

Research drew on three independent online surveys of 1,654 U.S. beauty consumers conducted in May 2026 as part of FIT’s CFMM program.

The Longevity Consumer

As longevity becomes a defining priority, the research examined how uncertainty, the erosion of the American Dream, cognitive fatigue, and optimization are reshaping purchasing behaviors. 

Key findings include:

• Beauty is the most-protected discretionary spend. Only 33% cut beauty in a stressed economy—versus 55% dining out, 48% clothing, 45% travel. 
• The “lipstick effect” is real and additive. Of the 26% who buy beauty “pick-me-ups” under economic stress, only 16% are also cutting their beauty budget. For the other 84%, the splurges are new spending on top of normal beauty.
• The market runs on cognitive overload. While 85% feel overwhelmed shopping for beauty, 21% experience that anxiety every single time. 50% say there are too many new products. 

As shoppers become more intentional and emotionally selective, the brands best positioned for growth will be those that deliver credibility, functional value, and intentional moments that improve everyday life.

The Science of Longevity

The beauty industry is undergoing a major structural transformation as longevity reshapes how consumers define aging and wellness. 

Because research suggests that nearly 80% of aging is influenced by modifiable lifestyle factors, consumers are demanding more than marketing claims. 

The graduates found that true longevity innovation requires long-term clinical research, while the beauty industry still largely operates on short-term product cycles and trend-driven launches. 

Key findings include:

• Brands fumble the one job that matters. A total of 56% say beauty brands explain the science of aging unclearly or not at all, 12% feel it is explained “very clearly.”
• The biology is slow—the consumer isn’t. Data shows 42% of consumers polled expect visible results within a month, faster than healthy-aging biology typically delivers. 
• Science jargon is eroding trust. Only 14% say terms like NAD+, exosomes, and epigenetics make a product feel credible; 32% read them as marketing. 

The Business of Longevity

A crowded marketplace with intensifying competition is creating unprecedented pressure on brands, making typical strategies insufficient to ensure the sustained survival of a business. 

Following six months of global research, the CFMM cohort identified two fundamental anchors for modern brand durability and long-term success: trust and desire. 

Key findings include:

• Proof alone within an oversaturated market of high-performing products will not be enough to stand out. 40% love a brand for “proof it works,” but nearly 90% name ritual, learning, people, or identity as a main point of authority.
• Discovery is a long game, not a one-off campaign. 40% first heard about their favorite brand from a friend or family member, as opposed to approximately 6% from an influencer. Brand-led discovery remains relevant, as 27% of shoppers cite brand marketing and in-store placement as their first point of contact.
• Unincentivized human opinion remains the most trusted driver of purchase. While 55% rely on their closest circle of peers and small online communities (such as Reddit) for trusted product opinions, only 2% turn to AI platforms like ChatGPT for reviews before purchasing a product.

Photo: Shutterstock/ Chay_Tee