SXSW 2025: Beauty 2030 - The 4 Trends Redefining the Future of Longevity

SXSW, one of the largest global technology and innovation events, is known for identifying trends and exploring emerging themes. 

Bringing together leaders and experts from around the world, this year’s event featured Carla Buzasi, CEO of WGSN, and Renata Gomide de Carvalho, VP of Marketing of Grupo Boticário, on March 9th, discussing how longevity will become the central theme in beauty and wellness in the coming years, as age stereotypes diminish.

Discover the main movements highlighted in the presentation that will transform the beauty and longevity industry.

Age spectrum

According to WGSN, as age stereotypes are dismantled and more people challenge chrono-normativity (the expectation of reaching life milestones at specific ages), we will see longevity as the new ageing.

This is based on two factors: the age spectrum and intergenerationality. As countries develop in drastically different ways, those facing ageing populations will seek methods of healthy ageing, while those with an increase in their young population, who are beginning their beauty journeys even earlier in life, will see a multi-layered approach to product design to meet the needs of everyone, from Alphas to Boomers.

"Consumers are living longer. Helping people age well is a new health priority." - Carla Buzasi, CEO, WGSN

Complementing these insights, Renata Gomide de Carvalho from Grupo Boticário revealed how the Brazilian beauty brand has been actively looking at this movement from a perspective of purpose and product. She referred to the Silver Pact case, an anti-ageing program designed to empower women over 45, strengthening inclusivity, improving representation and creating products for each stage of life.

Surviving and thriving in a warmer world

The last 10 years have had the highest temperatures ever recorded, leaving 3.6 billion people living in areas vulnerable to climate change.

According to Carla, climate change has directly and indirectly impacted human health, and these influences can affect people’s longevity in various ways.

The change in climate patterns will lead consumers to carry out activities in different spaces or at cooler times of the day, and to experience seasonality differently, according to WGSN.

As a reference, Grupo Boticário presented the Extinct project, a product that was born to be a call to action for sustainability.

Inclusive design

Carla also noted the concept of Inclusive Design. As life expectancy increases and generations mix, consumption opportunities will arise at both ends of the age spectrum, creating an essential opportunity.

Brands must adapt and reformulate their inclusion strategies to attract new audiences and invest in the future. Centralising diverse perspectives is necessary to design with care, empathy and a focus on the end result.

Grupo Boticário provided an example of an accessible make-up brush project that incorporates this principle and offers top-notch performance for everyone.

Beauty guided by life cycles

The last concept presented by Carla, a greater understanding of the impact of hormonal changes on beauty and wellbeing during menstrual stages, pregnancy and menopause is expanding the opportunities for hormonal beauty support.

Mapping the human body is key to healthy longevity, especially with regard to hormones. Hormones play a crucial role in various bodily functions, such as metabolism, immunity and mental health. As we age, hormonal fluctuations, such as the drop in oestrogen levels in women and the reduction of testosterone in men, can have significant impacts on the body.

Monitoring these levels and adopting preventive approaches, such as bioidentical hormone therapies or adjustments to diet and exercise, can help to avoid age-related diseases and promote healthy ageing.

Renata ended the presentation by launching Grupo Boticário’s newest project, the Women’s Research Center, with the objective of learning and understanding women and their cycles to boost health, wellbeing and beauty in all life phases.

The longevity market will transcend the beauty market to impact other segments such as fashion, sports, interiors, food and beverages. WGSN has been following this evolution for some years, showing how new lifestyles and the growing anxiety related to age are driving people to seek solutions that enable healthy ageing.

Want to know more about longevity and how this movement will impact your industry? Schedule a demonstration now and see how we can transform your products and services into essential items.

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