From anti-aging to longevity: AI and ethical testing reshape the cosmetics industry strategy

Introduction: The Strategic Inflection Point of the Cosmetics Industry

In July 2026, the Society of Cosmetic Scientists (SCS) annual conference was held in Liverpool. At the conference, Astrid Bodard, Senior Technical Manager at Azelis UK and the newly elected Chair of the SCS, pointed out that the industry is experiencing a "massive trend shift"—anti-aging is evolving into longevity, research on the skin as the body's largest organ is deepening, and advances in biotechnology and testing are opening new pathways. This statement is far more than a simple trend report; it is a microcosm of the strategic restructuring of cosmetics companies worldwide.

Strategic Shift One: From Anti-Aging to Longevity—A New Paradigm for Skin Health

For years, "anti-aging" has been the golden track in the cosmetics industry. However, signals from the SCS conference indicate that this concept is being replaced by "skin longevity." Longevity is not merely about delaying wrinkles, but about maintaining the long-term health of the skin barrier at the cellular level. This aligns closely with consumers' growing focus on overall health and psychological well-being.

This shift forces companies to redefine their R&D directions: traditional anti-aging products focus on short-term effects, whereas longevity solutions require deep integration with skin biology and systems biology. The participation of multinational corporations such as Unilever and Coty demonstrates that industry giants have begun shifting their R&D budgets from incremental iterations to long-term scientific investment. For small and medium-sized enterprises, this means either joining biotechnology collaboration networks or facing the risk of being marginalized.

Strategic Shift Two: How AI is Changing the Game

Bodard emphasized at the conference that AI's impact on the cosmetics industry is "stunning," as it will fundamentally transform product development, testing, and ingredient research. Two specialized presentations directly discussed how AI accelerates and broadens formulation development.

From a strategic perspective, the value of AI lies not only in efficiency gains but also in reshaping competitive barriers. Traditional formulation development relies on experiential knowledge, whereas AI can simulate millions of formulation combinations, predict synergistic effects of ingredients, and even design customized products based on skin biology data. Companies that master AI capabilities first will gain a clear first-mover advantage: faster time-to-market, lower R&D costs, and higher success rates.

However, the penetration of AI also brings organizational challenges. Companies need to recruit new roles such as data scientists and computational chemists, while transforming decision-making processes from R&D to marketing. Those companies that still view R&D as an "art" rather than a combination of science and data may lose their market position within five years.

Strategic Shift Three: Ethical Testing and Corporate Governance Upgrades

At the SCS conference, more ethical and efficient testing methods became a focal point. This reflects not only regulatory pressures from bans on animal testing but also consumer expectations for transparency and sustainability. New testing methods (such as in vitro models, organ-on-a-chip, and AI predictions) are driving the industry from "animal dependence" toward "scientific validation."From a governance perspective, adopting ethical testing has become an important part of corporate ESG (Environmental, Social, and Governance) strategies. Investors and consumers are increasingly concerned about animal welfare records of companies. Enterprises that pioneer the adoption of advanced animal-free testing not only can avoid regulatory risks but also gain an advantage in brand loyalty. For example, the involvement of raw material suppliers like Croda Beauty shows that ethical transformation on the supply chain side is equally critical.

Organizational Change: The Industry Logic Behind SCS's Name Change

Notably, SCS itself has undergone a significant transformation: changing its name from "Society of Cosmetic Scientists" to "Society for Cosmetic Science." This seemingly minor adjustment reflects an industry-wide cognitive upgrade from "individual scientists" to "science as a whole." As Bodard explains, the new name aims to be "modern and more inclusive," covering multiple disciplines such as formulation, biology, psychology, and AI.

This offers insights for enterprise organizational design: the normalization of cross-functional teams, the integration of R&D with consumer insights, and the strengthening of external academic collaboration networks will be key drivers of innovation. Future cosmetics companies need to resemble tech companies more, rather than just consumer goods manufacturers.

Long-term Competitiveness Rebuilding: R&D, AI, and Ecosystem Synergy

Combining these three trends, the long-term competitiveness of cosmetics enterprises will depend on three factors:

1. Scientific Depth: Whether they can translate basic research in skin biology, neuroscience, microbiome, etc., into actionable product innovations. 2. AI Integration: Whether they can embed AI into the entire value chain from ingredient screening to personalized consumer recommendations. 3. Governance Transparency: Whether they can establish credible records in ethical testing, sustainable sourcing, and consumer rights.

Companies that can simultaneously navigate these three dimensions will define the industry landscape for the next decade. And the discussions at the SCS Annual Conference are an early warning of this strategic shift.

Conclusion

The 2026 SCS Annual Conference was not just an academic exchange, but a redrawing of the strategic map for the cosmetics industry. From anti-aging to longevity, from experience to AI, from animal testing to ethical science—these changes require corporate leaders to reconstruct organization, resources, and capabilities with a long-term perspective. For the global cosmetics industry, adapting to these trends is no longer an option, but a necessity for survival.