Why it matters:
- The growth of weight loss drugs opens the door for wellness and beauty brands created specifically for the side effects some users experience, such as loss in skin elasticity.
- Emerging brands and product launches benefiting from the GLP-1 craze include startup supplement brand Replenza and new plumping skin care line Vol.U.Lift.
- Gourmand fragrance sales such as dessert-themed perfumes are also rising as consumers replace sweets with scents.
GLP-1 weight loss drugs like Ozempic, Wegovy, Mounjaro, and Zepbound are changing more than waistlines—they're reshaping the wellness and beauty industry.
They’ve created opportunities for innovative upstart brands tailored to address the unique needs and outcomes sometimes associated with these weight loss treatments, which can range from “Ozempic Face” to digestive issues.
And those opportunities are growing, as 8% to 10% of Americans now take a GLP-1 and 30% to 35% have indicated interest in taking one, according to PricewaterhouseCoopers.
J.P. Morgan Research forecasts that the market will exceed $100 billion by 2030.
The ripple effect of weight loss medicines is boosting several beauty and wellness categories, according to Larissa Jensen, Senior Vice President and Beauty Advisor for Circana. Lip products, skin care, hair styling, and fragrances were four of the top 14 categories producing the highest sales gains for the first half of 2025.
Jensen paints the picture of a beauty consumer who has gained confidence after using a GLP-1. “She’s getting out there. She’s applying her lipstick, she’s styling her hair, she’s spraying a fragrance. And as you lose weight, your skin loses some of that plumpness, so consumers are looking for ingredients to replace that,” she said. Brands in those categories are expected to roll out more GLP-1–related specific products over the next few months.
A beauty brand spawned by the GLP-1 revolution
Replenza is an example of a new product created in response to the GLP-1 phenomenon, according to Chris Stanton, Founder and President of Retail Brand Discovery.
The supplement brand was formulated specifically with GLP-1 medication users in mind—both to promote digestive health and to help reduce sagging skin. “People on GLP-1s medications… or any caloric-deficit diet [can] face challenges such as nutrient deficiencies, reduced appetite, and muscle loss. Replenza was designed to help fill these gaps,” said Megan Rankin, E-commerce Manager for the brand, which launched in 2024.
The packaging clearly identifies Replenza as “GLP-1 Support” and highlights its potential benefits for muscle recovery, digestive health, and skin elasticity.
The brand was advised by a team of board members, including a nutritionist, a gastroenterologist, a dietary supplement expert, an orthopedic surgeon, and a diabetes educator.
The formula is designed to replenish essential vitamins and minerals that may be lacking due to reduced appetite, while amino acids aim to help preserve muscle mass and strength, Rankin explained. Replenza is also associated with supporting skin elasticity.
Without the mega marketing budgets of multinational brands, Replenza gained traction thanks to influencers who posted about how it improved their daily lives. The brand is sold on its own website replenzalabs.com and in retail stores including Walmart, CVS, and Publix with plans to expand into Walgreens. The brand is looking at product extensions for specific nutrient needs like fiber, protein, and collagen, Rankin added.
[Read more: The Business Opportunities (and Challenges) Weight-Loss Drugs Hold For Food, Fitness, and Fashion Brands]
Fragrances are a surprising category where sales are up as people take weight loss products. NielsenIQ data reports perfume sales are up 23% as people seek 'sensory inputs' they no longer get from food.
New beauty products that seek to counter ‘Ozempic face’
Restoring collagen to offset sagging skin on the face and body is behind Vol.U.Lift, a new product from Image Skincare.
“As a plastic surgeon, I’m witnessing firsthand the surge in GLP-1 usage for weight loss—and the unexpected impact it has on skin health,” said Dr. Marc Ronert, Co-owner of Image Skincare.
They can lead to “noticeable changes in skin firmness and elasticity, ultimately giving facial skin a sunken, deflated appearance.”
To counteract that, Image launched Vol.U.Lift earlier this year. “It is a topical product formulated and clinically tested to address all of the very specific facial changes that [can] happen when receiving GLP-1 treatments, which we call the 4 D’s: deflation, deep wrinkles, dehydration, and density,” said Ronert. It can be used on its own or alongside professional treatments, he added.
(Clinical results provided by Ronert showed a 20.1% increase in facial volume and a 23.2% boost in net elasticity after 12 weeks of use.)
[Read more: How AI is Leveling the Beauty Industry Playing Field for Small Brands]
Big brands joining the boom
Because they are nimble, emerging brands have been quick to jump onto the GLP-1 market, said Stanton, but the behemoths of the industry are starting to follow suit.
L'Oréal's SkinCeuticals recently introduced its A.G.E. Interrupter Ultra Serum, a complement to its A.G.E. Interrupter Advance Cream.
SkinCeuticals ran physician-led studies with users to see how its serum performed in real-world situations amid the GLP-1 boom.
“This is such an exciting launch for us since we are making an impact on those who are struggling with mixed emotions after rapid weight loss,” Tara Pyle, General Manager of SkinCeuticals, told CO—. “They’ve committed to a healthier lifestyle by lowering their weight, and are enjoying the confidence that comes with it, but are now faced with sagging skin,” she said. A.G.E. Interrupter Ultra Serum is designed to help bring about a more lifted look, “which restores confidence. Because while bodies may change, your face doesn’t have to.”
The product was supported with an Instagram post that explained “GLP-1 Face” and the clinical testing behind its A.G.E. products to reduce laxity.
Influencers such as comedian Chris Burns (@phatcarriebradshaw) showed how the A.G.E. Serum helped them after weight loss. Burns changed his Instagram handle from @fatcarriebradshaw to @phatcarriebradshaw after losing 110 pounds, and he mentioned the benefits of the serum.
Fragrances are a surprising category where sales are up as people take weight loss products. NielsenIQ data reports perfume sales are up 23% as people seek “sensory inputs” they no longer get from food.
Gourmand scents are soaring in popularity, according to Mintel, with launches of sugary-scented, dessert-themed fragrances increasing by 24% last year, according to Mintel’s The Future of Fragrance study. “Widespread interest in and usage of GLP-1 medications support sustained opportunities in the area of…fragrance,” the report said.
A (retail) home of their own for GLP-1–related products
Retailers are responding to the GLP-1 revolution by merchandising related products together in a special section.
The Vitamin Shoppe features a special section with wellness and beauty supplements supported by a Whole Health Rx telehealth platform.
GNC has a GLP-1 support program across all of its stores. The section is featured in all 2,300-plus GNC locations across the United States.
Walmart has a support landing page showcasing products to help those on weight loss drugs.
At Cosmoprof North America in Las Vegas in July, several beauty brands said they were working on products specifically for people on weight loss drugs, suggesting a flood of products is in the works.
While consumers now self-administer these drugs via injection, an expected pill form will further escalate use, predicted Jensen at Circana. As oral GLP-1 drugs could hit the market next year, brands across wellness and beauty are expected to rev up items to offset the effects, she said.
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