Longevity replaces anti-aging: L'Oréal shifts its beauty philosophy

L'Oréal is moving away from the "anti-aging" concept toward longevity science, which focuses on proactively slowing cellular ageing rather than masking visible signs. Céleste Grossgold, L'Oréal's Global Head of Innovation for New Frontiers of Beauty, says the traditional approach is increasingly seen as superficial and reactive. The shift aims to give consumers greater agency over how they age.