Oriflame has today launched a new whitepaper titled, ‘Beyond anti-ageing: How Longevity Science Is Changing Beauty’, looking at the latest advances in longevity science, and how these are reshaping the future and meaning of beauty.
The paper marks the first in a new series exploring longevity and wellbeing, with the next edition set to launch later this year.
Analysing the evolution of the beauty industry’s approach to ageing, the paper moves beyond the long-standing and outdated language of resistance, correction and concealment towards a more holistic understanding of skin health, wellbeing and vitality
For many years the industry’s focus was on surface signs such as firmness, lines and tone. The Oriflame whitepaper offers a broader view and highlights the growing importance of supporting biological processes which influence how our skin functions, adapts and maintains vitality over time. Challenging the idea that beauty is defined by the absence of age, the whitepaper argues that wellbeing, resilience and long-term skin health should be the true mark of beauty.
Introducing the role of longevity science in modern skincare, Oriflame also uses the paper to explain the hallmarks of ageing – the interconnected biological processes that contribute to cellular damage, repair, stress response and eventual decline. Through understanding these processes, Oriflame believes the industry has an opportunity to move away from reactive correction to proactive approaches that support skin before visible signs fully take hold.
Lene Visdal-Johnsen, Director Scientific Research, Claims & Innovation comments, “Significant advances in longevity science in recent years have transformed our understanding of ageing, including skin ageing. When we re-evaluate surface signs as the outcome of deeper biological processes, we can redirect to our efforts toward influencing the biology that shapes how skin behaves. This gives us a more complete, robust blueprint that connects skin appearance with function, resilience and long-term wellbeing.”
The whitepaper reflects Oriflame’s long-standing commitment to science-led innovation in beauty and wellbeing. Utilising almost 60 years of beauty expertise and over 15 years of investigating multi-pathway skin biology, the company is helping shift the conversation from anti-ageing to pro-longevity, placing health at the heart of beauty.
For further information, you can read the full whitepaper here.
About Oriflame
Oriflame is a global beauty and wellbeing company founded in Sweden in 1967. Operating in over 60 markets, the company offers a wide portfolio of innovative, high quality and sustainable beauty and wellbeing products.
Built on a social selling model, Oriflame supports a global community of approximately 3 million Beauty Entrepreneurs and members, empowering people to build businesses, develop skills and express individuality through beauty.
In 2025, Oriflame was recognised as a European Climate Leader by the Financial Times and Statista for five consecutive years.
