Why it matters:
- Anti-aging skin care has evolved into longevity-geared products that aim to proactively biohack the aging process, reflecting a growing part of the $363.5 billion beauty and personal care wellness market.
- Amid the wellness boom, product ingredients play a central role in consumers’ purchasing decisions. Now, increasingly sophisticated ingredient formulas are driving consumers toward professional-grade skin care solutions, a $7.96 billion industry that’s on a growth trajectory.
- HydroPeptide stands out as a pioneer in the space, championing science over hype since its founding in 2004. Sales have soared for the skin care brand, which has generated double-digit growth over the past four years.
Longevity is rapidly becoming the defining force of the $2 trillion U.S. wellness economy, which the Global Wellness Institute projects will surge to $2.8 trillion by 2027. “The next frontier in wellness is living longer and looking younger longer,” said Alexis Wolfer, Associate Partner for McKinsey & Company, during a recent podcast discussing the firm’s State of Fashion: Beauty report, adding that longevity is a big beauty trend.
Industry experts said longevity has overtaken traditional “anti-aging” and “clean” as the industry’s goals. Instead of treating wrinkles and damage after they appear, consumers are seeking products that biohack the aging process itself, according to Dr. David Luu, Founder of Longevity Docs, a collective of physicians specializing in longevity medicine.
“We used to be reactive; now we are proactive. There’s a powerful opportunity to talk about skin aging at the cellular level,” he told CO—.
Searches for skin regeneration and protection surged almost 94% from 2024 to 2025, according to Spate research.
The new focus on skin longevity doesn’t surprise Annette Rubin, CEO of HydroPeptide, a skin care brand founded more than two decades ago harnessing peptides, short chains of amino acids that can support natural skin‑repair functions, before the science moved to the forefront of skin health.
As consumers become smarter about skin health and longevity, many are shifting their dollars to professional doors, which include dermatologist offices, medspas, day spas, esthetician offices, and select online sellers.
As the beauty industry continues shifting toward longevity, performance, and personalized care, HydroPeptide didn’t pivot to meet the moment, it helped create it, according to Rubin, a beauty industry veteran who assumed the CEO title in 2015.
“What we found to be the powerful ingredients that could do that were peptides. We were the first to embrace peptides and we’re proud to innovate in that space,” said Rubin. The brand’s scientific background helped gain recommendations from professionals including dermatologists, aesthetic nurses, and estheticians.
Peptides are now gaining traction in clinical‑grade skin care, a category defined by professionally dispensed, scientifically validated formulations, as the $7.96 billion U.S. clinical‑grade (medical‑grade) skin care market is on a growth trajectory, as consumers increasingly gravitate to these science-backed products and brands.
For consumers, it’s all about the science: ‘While marketing is incredibly important, story and ingredients are increasingly more crucial than ever’
Today, HydroPeptide hits the mark with knowledgeable, savvy beauty consumers gravitating to clinical-grade skin care. They want more than hope in a jar—they desire validation, according to beauty industry expert Jennifer Walsh.
“While marketing is incredibly important, story and ingredients are increasingly more crucial than ever. Consumers not only want to understand the ingredients used, but they also want to know the science behind why those ingredients were used. The ‘how and why’ an ingredient will lead to greater skin health is what people want to know,” she told CO—.
HydroPeptide collaborates with leading doctors and scientists to develop formulas with ingredients such as peptides, hyaluronic acid, collagen, and vitamin C that are designed to deliver clinical-grade results that go beyond the surface, according to the company.
The product range targets key skin concerns, including tone, hydration, firmness, sensitivity, and the impact of pollution.
Shifting consumer preferences suggest that HydroPeptide is in the right place at the right time. Sales have soared with consistent double-digit growth over the past four years with not only the brand’s cocktail of clinical-grade ingredients, but also its professional distribution model.
HydroPeptide hired its first Medical Director, Lauren Jamieson, an expert in regenerative aesthetics and part of a cadre of skin authorities who lend their expertise to the brand.
With a more scientific composition, HydroPeptide’s story can’t be told by a product sitting on a drugstore shelf. To that end, the brand’s first interaction with consumers is through professional outlets.
“Our most important marketing channel is education for the skin care professional,” Rubin said.
Beyond drugstore fare: Growing skin care sales in professional doors from dermatologist offices to medspas
As consumers become smarter about skin health and longevity, many are shifting their dollars to professional doors, which include dermatologist offices, medspas, day spas, esthetician offices, and select online sellers. The professional skin care market in the United States was estimated at $4 billion in 2024 and poised for robust growth, according to MarketResearch.com, which links the acceleration to professional grade products backed by research.
But to build on professional sales, HydroPeptide also is available for home purchases via sales on its website and select DTC channels, such as Nordstrom.com. “You might discover us online, then visit a skin care professional for personalized guidance,” Rubin said. “Or you might start in a clinic, then restock through our website, with your provider still benefiting financially.”
That access builds repeat sales. “We know that when a patient starts with some of our key core technology, they come back and they use 4.5 products of HydroPeptide in their daily routine,” she said. And, once they try one item, such as the Collagen Reactivate PM, they typically incorporate others across the portfolio, she said.
Several major launches are slated for 2026, including new exfoliating technology currently used only in professional treatments that offers the benefits of a peel without the inflammation, downtime, or irritation, and a new technology set to debut in the fall.
Continuing to innovate and carve out its longevity positioning could prove a competitive edge for HydroPeptide, as more brands rush to stake out a claim in the longevity race, according to industry expert Walsh. “The skin care landscape continues to evolve year after year with more brands entering the space every day. When a brand explains the deeper science involved, consumer trust is increased. The more transparent and educational, the more the consumer is likely to not only purchase but also become a loyalist.”
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