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Is This New Skincare Category Really the Secret to Eternal Youth?

Is This New Skincare Category Really the Secret to Eternal Youth?

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As the beauty industry looks for new ways to capture attention, the term “longevity” has emerged as the latest buzzword, once again pushing “anti-aging” aside.

For nearly a decade, I’ve watched the marketing’s ongoing effort to retire “anti-aging” language in skincare, largely because of its negative connotation that aging is something to be fixed. I understand the intent, but I also wonder whether “longevity” will have any more staying power than past replacements like “pro-aging” or “age-defying,” both of which quietly faded.

Longevity Vs. Anti-Aging: What Do They Really Mean?

Skincare has never been a particularly exciting category to test. Results take time, and success depends on consistency, patience, and, above all, sun protection.

Yet now, “anti-aging” is increasingly framed as offering quick fixes and surface-level corrections rather than supporting long-term skin health. That’s news to me. I wouldn’t consider wrinkle reduction, fading hyperpigmentation, or improving firmness as quick fixes or harmful to skin health. Historically, anti-aging has been rooted in prevention (think sunscreen or retinoids for wrinkles), not instant results. But I understand that conversations around well-established active ingredients such as retinoids, niacinamide, antioxidants, and peptides may feel a bit stale.

Enter Longevity

Driven by the broader wellness movement (supplements, biohacking, and cellular health), longevity in beauty reframes familiar goals of slower decline and improving skin resiliency as part of a longer-term vision of skin optimization. It sounds gentler and more scientific, but also implies that there is a right way to age. With concepts of bio-regeneration and molecular-level changes, this new term is doubling down on science already introduced under the anti-aging umbrella.

Longevity now seems to own all buzzy, not-yet-well-understood concepts in skincare, like epigenetics (gene activation), senolytics (removal of so-called zombie cells), microbiome (the ecosystem of our skin), and exosomes (cell-to-cell signaling and energy support). Some brands also offer supplements alongside topical care to maximize skin health outcomes.

Is Longevity Skincare Different from Anti-Aging?

For now, no. The distinction is largely conceptual and marketing-driven rather than completely rooted in new science, ingredients, or outcomes. Despite the shift in language, both approaches still rely on the same proven activities, testing methodologies, and deliver similar results. Longevity may promise gradual, sustained improvements rather than dramatic changes, but so does good anti-aging skincare.

And here’s the confusing part: most longevity products still rely on ingredients that have been used in anti-aging for a long time. If your skincare already includes retinoids, niacinamide, alpha-hydroxy acids, peptides, humectants, and antioxidants, you are already using longevity skincare.

There’s also the practical reality: even the best topical skincare can reach a plateau, often requiring stronger formulations, new actives, or professional treatments over time. Whether longevity-focused products that introduce new skincare concepts will behave differently remains to be seen.

While neither “longevity” nor “anti-aging” is a standardized or tightly regulated term, “anti-aging” is at least well established. Regulatory bodies allow claims tied to measurable outcomes like improved elasticity, reduced pigmentation, and fewer wrinkles. Longevity, by contrast, remains loosely defined and largely unproven in its ability to extend the skin’s healthspan over the long term. As a result, it’s starting to be used freely, much like other vague industry favorites that I have trouble with, such as “clean beauty” or “clinical-grade.”

The promise of longevity skincare is that it targets biological aging itself, not just visible signs. That’s an ambitious claim, and one that is inherently hard to measure and substantiate. Though the science of aging is real, it is still to be proven in over-the-counter skincare that would require large, long-term (maybe decades-long) clinical studies, along with evidence from biomarkers or even biopsies.

Besides, if a product truly altered biological aging over the long term, it would likely be regulated as a drug rather than a cosmetic, and if such products existed, they would represent an entirely new frontier in skincare science.

Final Thoughts (So Far…)

We all want to look younger for longer and perhaps that very desire is what drives us to repackage the same goal in more palatable, less superficial-sounding terms. Whether we call it longevity or anti-aging, both ultimately aim to slow and reverse the visible passage of time; one simply says it more directly.

Despite testing and researching skincare products for a living, I find this shifting marketing confusing, and it’s hard to imagine the average consumer doesn’t feel the same. But clarity may not be the goal. By rebranding familiar concepts with more aspirational language, the skincare industry gains flexibility, sidestepping stricter expectations while promising something that sounds like a step up: not just better skin, but longer-lasting youth. I hope they’re right.

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Does Natural Skincare Actually Work? Tata Harper Reveals the Truth

Does Natural Skincare Actually Work? Tata Harper Reveals the Truth

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At an Earth Day master class in Los Angeles, clean beauty pioneer Tata Harper opened with a myth she hears often. Natural skincare is seen as less effective than lab-made formulas. Speaking alongside Jill Wintersteen, who led a guided meditation ahead of the event, Harper used the launch of her Crème Supreme Moisturizer to explain why that assumption is outdated and what actually matters for skin health.

Tata Harper Master Class | Earth Day Celebration

(Photo Credit: Masha Maltsava)

Natural ingredients are as powerful as the science behind them

“I love how there is this misconception that doing natural products and dealing with natural ingredients means you’re just juicing carrots and squeezing oranges,” Harper says laughingly. She emphasized that effectiveness comes down to the compound, not the origin. “The sophistication of an ingredient, whether man-made or natural, has to do with the compound itself.”

Biotechnology has made that distinction even less relevant. Ingredients can be developed now through natural processes like fermentation and biosynthesis while maintaining high performance. “For example, our hyaluronic acid is produced via fermentation by feeding bacteria root vegetables, and that bacteria then produces hyaluronic acid,” she said.

RELATED: How Growth Factors Are Transforming Anti-Aging Skincare

Harper pointed out that many ingredients used in traditional skincare were originally discovered in nature. “For decades, pharmaceutical companies and scientists have gone into nature to find new compounds,” she said. “Those are not the versions we get… we get them directly from nature so you get them in their purest form.”

Lifestyle drives skin aging more than products

Harper was direct about the limits of skincare. “I feel that lifestyle factors are the most fundamental factors in the way you age,” she said. “Skincare plays a supporting role the same way supplements do.”

Sleep is one of the most important factors. “Getting a good eight hours is amazing because that is when our skin repairs itself.” Stress is another major driver. “Controlling stress and cortisol spiking is another key strategy because cortisol breaks down collagen.”

Tata Harper Master Class

(Photo Credit: Masha Maltsava)

She also highlighted hydration, nutrition, and sugar intake as critical. “Avoid things like sugar, because sugar produces glycation that stiffens skin and damages collagen.” While that can be harder than we think, Tata’s message is simple. Products can enhance results, but they cannot replace foundational habits.

Hydration and barrier care are the foundation of healthy skin

If there is one immediate fix Harper recommends, it’s proper hydration. “There is an overabundance of dehydrated skin in the world because people are not properly moisturizing,” she said. Hydrated skin functions better and appears more resilient. Harper said her latest formula replenishes moisture and can improve elasticity over time. But, the broader takeaway applies across routines.

RELATED: Inside Tata Harper’s Farm-to-Face Skincare Revolution

And she warned against one of the most common mistakes she sees. Over-exfoliation. “I am a big believer in exfoliation,” she said, noting she prefers gentle daily formulas with enzymes and mild acids. But harsh peels and aggressive routines can do more harm than good. “You are damaging your barrier and degrading the outer layer, which can lead to inflammation, over-sensitization, and breakouts.”

For Harper, the future of skincare is about consistency. Healthy skin comes from supporting its natural processes. “Aging is nothing to be feared if you take care of yourself and prioritize wellness and healthiness,” she said.

The takeaway is less about a single product and more about shifting our perspective. Thinking about how ingredients are sourced to how the skin is supported every day.

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The skincare innovations that are trending right now – here’s how to change up your skincare routine

The skincare innovations that are trending right now – here’s how to change up your skincare routine

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Notino

Isn’t it time to change up your skincare routine? Check out the innovations which take supporting your skin beyond the surface.

Skincare trends come and go quickly, but some ingredients and product categories attract attention because they tap into broader changes in what people want from a routine.

Right now, there is growing interest in formulas that feel more targeted, more recovery-focused and more closely linked to skin support rather than quick surface-level results alone.

This shift reflects a wider change in consumer habits. People are still interested in glow and visible freshness, but they are also paying more attention to barrier support, skin comfort and products that fit into a more thoughtful long-term routine. In that context, innovation is no longer just about novelty. It is about whether a product feels relevant to real skincare goals.

Recovery-led skincare is gaining ground

One of the clearest developments in recent months is the rise of products associated with repair, renewal and skin recovery. Instead of looking only for stronger exfoliation or more dramatic active formulas, many skincare users are becoming more interested in products that support the skin in a gentler, more balanced way.

That helps explain why ingredients linked to skin regeneration are drawing more attention. A PDRN serum fits naturally into that conversation, as interest grows around formulas positioned within this more recovery-led approach. For many people, the appeal lies not only in the innovation itself, but in the broader idea of helping the skin look fresher and feel better supported over time.

Brand visibility also shapes what gains traction

Skincare conversations are often influenced not just by ingredients, but by the brands that help bring them into wider view. When certain names begin appearing repeatedly across beauty routines, social content and product recommendations, they often become part of the trend itself. Brand identity, packaging and positioning all play a role in how quickly a product category gains momentum.

This is one reason medicube is entering more beauty conversations. As consumers become more curious about newer skincare directions, brands associated with high-visibility, results-focused products tend to attract attention more quickly. They help make unfamiliar categories feel more accessible and easier to explore.

Innovation only matters if it fits real routines

Not every new skincare trend lasts, and not every innovation deserves a permanent place in a routine. What makes certain products stand out is their ability to fit into habits people can actually maintain. That is where Notino fits naturally into the conversation, offering skincare options that reflect both emerging trends and more established routine needs.

The products gaining attention right now are not always the loudest. More often, they are the ones that align with what people increasingly want from skincare: support, consistency and formulas that feel current without becoming overwhelming.

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Hindustan Times News

30s vs 40s skin: Doctor’s simple 3-step minimalist routine that actually works

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In your 20s, skincare is often experimental, trying trends, layering actives, and chasing quick results. But as you move into your 30s and 40s, your skin and your approach to it start to change. There’s a visible shift today towards simpler, more consistent routines. Not because it’s trending, but because skin at this stage doesn’t respond well to excess. Overuse of actives, constant product switching, and aggressive treatments can end up doing more harm than good. At this stage, the focus moves from “doing more” to “doing what actually works.”

What should a 30-year-old’s skincare routine be? (Adobe Stock)

Tavishi Dogra is a health and wellness journalist with over eight years of experience in the field of health and wellness journalism. She knows how to explain complex health topics in a way that is easy to understand for many readers. Tavishi has written for respected publications like RSTV, Financial Express, Jagran, and Zee. She has a strong understanding of current health trends and social issues. Tavishi is dedicated to promoting holistic health and wellness solutions, which she shares in her articles about fitness, nutrition, and mental well-being. For more insights and updates on health, you can follow her work in the Hindustan Times.

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What changes in your 30s and 40s?

Collagen production begins to slow down, hydration levels dip, and the skin barrier becomes more fragile. “Add to that daily exposure to the sun, pollution, stress, and lifestyle habits, and these changes become more evident”, Dr Tanya Mishra Dixit, Maxillofacial Surgeon, tells Health Shots. This is why skincare in your 30s and 40s needs to be less reactive and more restorative, focused on maintaining skin health rather than constantly correcting it.

Why simpler skincare routines are working better?

We’re seeing more people move away from 10-step routines to something far more edited. “A good cleanser, a targeted treatment, a moisturiser, and sunscreen, used consistently and often, deliver better results than complicated routines that are hard to sustain”, says the doctor. Skin minimalism isn’t about doing less for the sake of it. It’s about removing what’s unnecessary and sticking to what your skin actually needs.

How do I repair my skin barrier quickly?

One of the biggest shifts in skincare today is the focus on the skin barrier. When the barrier is compromised, everything else follows acne, dullness, and sensitivity. “Ingredients like ceramides, peptides, and fatty acids help strengthen the skin barrier and keep it healthy”, says the expert. Even small changes like switching to a gentler cleanser or a more nourishing moisturiser can make a visible difference over time.

Prevention over correction

Instead of trying to fix things once they show up, the idea now is to stay ahead of them. You don’t need an elaborate routine, just a few basics done consistently:

  • Sunscreen every day
  • Retinol to support skin renewal
  • Antioxidants like Vitamin C protect against environmental damage

What matters more than anything else is consistency, not constantly trying something new or changing products.

Does skin lose elasticity when dehydrated?

Dehydration is one of the most common concerns in this phase, often manifesting as dullness or loss of elasticity. A routine that prioritises hydration, with ingredients like hyaluronic acid and ceramides, helps the skin look healthier and feel better.

Sleep, stress, diet, and hydration play a much bigger role than most people realise. You can’t make up for poor lifestyle habits with good skincare. Skincare in your 30s and 40s doesn’t need to be complicated. “In fact, it works better when it isn’t. The real shift is this from chasing trends to building habits, from quick fixes to long-term skin health,” says the expert. Because good skin, at this stage, isn’t about doing more and more but about getting the basics right, consistently.

(Disclaimer: This article is for informational purposes only and not a substitute for professional medical advice. Always seek your doctor’s advice for any questions about a medical condition. At Hindustan Times, we help you stay up-to-date with the latest trends and products. Hindustan Times has an affiliate partnership, so we may get a part of the revenue when you make a purchase. We shall not be liable for any claim under applicable laws, including but not limited to the Consumer Protection Act, 2019, concerning the products. The products listed in this article are in no particular order of priority.)

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Skin care Images - Free Download on Freepik

5 Simple Summer Skincare Habits Dermatologists Swear By

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According to Dr Shweta Sawalka, Celebrity Cosmetic Dermatologist & Founder, SKINGLOW Clinic, “Summers can be harsh on the skin, especially when dealing with intense sunlight, heat, humidity, and pollution. While many focus on the burning sun, humidity is the silent factor controlling how our skin behaves during these months. When the air is thick with water vapour, sweat cannot evaporate; instead, it sits on the surface alongside dust and natural oils to create a sticky film. This biological shift triggers breakouts, rashes and a compromised skin barrier. To maintain a red-carpet radiance, you must shift your approach from basic moisturising to strategic skin management.”

5 Simple Summer Skincare Habits Dermatologists Swear By

1. Never Skip Sunscreen, Even Indoors

The fundamental element of your daily routine requires you to apply sunscreen without exception, even when you stay indoors. Prolonged UV radiation exposure results in both skin discolouration and leads to early signs of ageing. To avoid this damage, dermatologists recommend following the two-finger rule, which requires you to apply sunscreen equivalent to the amount of two fingers daily on your face and neck, and achieve ultimate skin protection. Consider broad-spectrum mineral sunscreens containing non-nano zinc oxide for a clean, effective shield.

2. Keep Your Skin Hydrated

Individuals must take control of their internal and external protection measures to maintain their skin health. The skin requires proper hydration to function effectively because it needs water to create a radiant appearance while also controlling body temperature. To stay healthy from the inside, eat water-rich fruits such as watermelon and cucumber and avoid caffeinated and sugary beverages to stop summer dullness from occurring.

3. Switch to a Gentle Foaming Cleanser

Creamy cleansers function properly during winter, but summer needs a more effective solution. Your skin can become dry and irritated because of aggressive cleansers, which cause an increase in oil production. This is why professionals often recommend using a gentle foaming wash to eliminate sweat and pollution, which block pores. People who experience breakouts should select products which contain medical-grade compounds such as salicylic acid. 

ALSO READ- Top 5 Cooling Face Masks For Summer You Need To Add In Your Skincare Routine

4. Use Lightweight Moisturisers 

The common belief about summer moisturisers is that they should not be applied during this season. However, the skin barrier protection mechanism becomes disrupted when this particular step of skincare is skipped. Use gel-based products or serums with Hyaluronic Acid and replace traditional heavy creams because these options deliver effective hydration without leaving a weighty finish.

5. Don’t Over-Wash 

People feel the desire to wash their faces every hour during hot weather, but excessive washing can remove essential skin oils. This can cause reactive seborrhea, a common skin condition, in which people have to deal with excessive oil due to overreaction, which eventually results in an unending pattern of oily skin and breakouts.

6. Consider Advanced Skin Treatments

Modern cosmetic treatments like Profhilo enable people to achieve their desired transformation, which cannot be achieved through topical solutions. This injectable hyaluronic acid procedure functions as an internal moisturiser, which delivers deep hydration while restoring collagen and elastin to enhance skin elasticity through its skin restoration process.

Ending Note

The process of summer skincare requires one to follow basic professional-backed methods, which they should implement in their daily routines. Combining the effective use of sunscreen with a professional consultation will enable one to maintain healthy skin, which stays radiant throughout the summer.

Image credits: Freepik

ALSO READ- 5 Vitamin C Serums That Protect Your Skin From Summer Damage

For more such stories, stay tuned to HerZindagi.

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Is the vitamin C skin trend really worth the hype? 

Is the vitamin C skin trend really worth the hype? 

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Image Credit: Pexels

Vitamin C has become a superstar ingredient in the world of skincare. It has been praised for its brightening properties with antioxidant benefits.  

Also see: The rise of the bathroom selfie: How skincare became a signal of personal identity

But with so many products offering glowing properties, it’s natural to wonder if the hype truly matches the results. 

What vitamin C can actually do for your skin and whether it deserves a place in your routine

EWN spoke to wellness coach Liezel van der Westhuizen, and she says “the challenge for most people is not whether Vitamin C works but rather choosing the right formula and using it efficiently to achieve results.”

Explaining “Vitamin C has become so popular because it’s such a well-studied antioxidant. This means it helps fight free radicals, pollution, UV exposure and everyday environmental stress. It also improves dull skin and even skin tone, and early signs of ageing.” 

Also see: Morning vs Night Skincare Routine: What Matters Most for Healthy, Glowing Skin

When the vitamin C products are applied in the right concentration and formulation, vitamin C can penetrate the skin and deliver these benefits effectively.

It is important to note that vitamin C is sensitive to light and air, so ensuring stability in vitamin C products is essential. Many individuals who use these products are seeking brighter, more radiant skin with improved texture. This can often be achieved by using vitamin C serums or creams, and by pairing them with antioxidants and sunscreen to enhance overall appearance.

So, the popularity is justified, but the success of it depends on choosing stable, well-formulated vitamin C products. 

Image Credit: Pexels

Also see: Why AI-powered personalised beauty is the next era of skincare and make-up

Feature Image: Pexels

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Minimal skincare routine

10 clean beauty products that minimalists love

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Beauty

Clean packaging and minimal tubes always make you want to visit your vanity shelf a couple of times a day. Clean beauty can seamlessly be added into your routine without the additional ingredients that your skin doesn’t require.

In beauty, the statement less is more has always been better for your skin. Eventually it’s about embracing quality over quantity.

Overall, by committing to multi-functional, minimal products, you’re also being mindful about your purchasing. Which reduces the single-use plastic waste and packaging waste within the beauty industry.

With brands such as Byredo, Grown Alchemist, Ouai and more, making waves in the industry, we’ve seen a shift from brands considering both aesthetics and quality of ingredients for the ultimate clean-girl skincare and beauty routine.

So if you’re looking for a minimalist skincare routine with clean products for an aesthetic vanity shelf, swipe through our guide of what to purchase next.

– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram

Images: Supplied & Feature Image: Instagram @__amberyang__

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Japanese skincare puts emphasis on using less products

These Japanese Skincare Tips Can Take Years Off Your Face

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Cleansers, toners, serums, creams and sunscreens are part of everyone’s skincare routine. However, these alone won’t be enough to make their skin appear and feel better. Many people believe that the more products they use, the better the results will be. However, Japanese skincare teaches us something entirely different. If you adopt a Japanese skincare routine, you will discover that you can achieve excellent results using fewer products.

Double cleansing is crucial: After spending the entire day in the sun, it is common for sweat and excess oil to accumulate on one’s face. In such instances, double cleansing is absolutely essential to keep your skin in optimal condition. First, you must remove your makeup using an oil-based cleanser, and then thoroughly cleanse your skin using a face wash.

Incorporate green tea in skincare: The antioxidants found in green tea can protect the skin from damage and help reduce inflammation. You can incorporate it into your daily skincare routine by using it in a face mask, a toner, or as an ingredient in other skincare products.

Stay protected from the sun: In Japan, people never step outdoors without applying sunscreen. Therefore, if you too wish to maintain healthy, beautiful skin, make sure to include a lightweight, fast-absorbing sunscreen in your daily routine.

Gentle exfoliation: Removing dead skin cells is vital for maintaining a glowing complexion. If you are planning to exfoliate your skin, consider using a gentle scrub, like one based on rice or enzymes.

Apply sheet masks: Using a sheet mask once or twice a week can help keep your skin feeling fresh and hydrated. This can prove to be a highly effective method for achieving radiant, glowing skin.

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Princeton Medspa Partners ("PMP") Expands Its Portfolio with Acquisition of Allura Skin, Laser & Wellness Clinics

Rising Costs of ‘Natural Beauty’ Routines Prompt Shift Toward Long-Term Treatment Solutions

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Subject: SVY

GREAT NECK, N.Y., April 21, 2026 /PRNewswire/ — As the natural beauty trend continues to gain momentum, a growing number of consumers are reassessing the true cost of maintaining minimalist skincare and grooming routines. Laser by Aleya reports that clients are increasingly questioning whether “low-effort” beauty approaches are actually leading to higher long-term spend.

While natural beauty routines often emphasize fewer products and simplified regimens, many clients still rely on ongoing maintenance such as shaving, waxing, and frequent product replacement. Over time, these recurring costs can add up, prompting a shift toward more structured, long-term solutions.

“We’re seeing clients take a closer look at what they’re spending over time,” said Aleya Bamdad, Founder and CEO of Laser by Aleya. “What seems simple on the surface can become time-consuming and costly when it requires constant upkeep.”

The Hidden Cost of Ongoing Maintenance

Laser by Aleya notes that clients who follow natural beauty routines often aim to reduce product use, but still depend on regular grooming practices to maintain results. This includes recurring expenses related to razors, waxing appointments, and skincare products designed to manage irritation or ingrown hairs.

As awareness grows, more clients are exploring alternatives that can reduce the need for continuous maintenance.

A Shift Toward Long-Term Solutions

The clinic reports increased interest in treatments such as laser hair removal and electrolysis, particularly among clients looking to streamline their routines. These treatments are being viewed as part of a broader effort to reduce repetitive grooming while maintaining consistent results.

Consultations at Laser by Aleya focus on helping clients understand the long-term value of different options, rather than only short-term costs.

Balancing Simplicity and Efficiency

The natural beauty movement continues to influence how clients approach skincare and grooming. However, Laser by Aleya notes that simplicity does not always mean lower cost or less effort.

Clients are increasingly seeking solutions that align both with their lifestyle and their long-term goals, combining simplified routines with treatments that address concerns more directly.

“Natural beauty should feel manageable, not demanding,” Bamdad added. “For many clients, that means finding solutions that reduce daily effort rather than adding to it.”

A More Informed Approach to Beauty Spending

The conversation around natural beauty is evolving as consumers become more aware of how time, cost, and results intersect. Laser by Aleya’s experience reflects a broader shift toward more informed decision-making, where clients evaluate both immediate convenience and long-term outcomes.

As this trend continues, the focus is expected to remain on efficiency, consistency, and clarity in how beauty routines are structured.

About Laser by Aleya

Laser by Aleya is a leading provider of professional New York laser and electrolysis hair removal services based in Great Neck. Founded by Aleya Bamdad, the clinic delivers personalized treatments supported by advanced laser technology and carefully selected beauty supplies. With over 20 years of experience, Laser by Aleya is committed to safety, education, and consistent results.

Contact

Aleya Bamdad
Founder & CEO
Email: [email protected]
Phone: (516) 551-8194

SOURCE Laser by Aleya

News published on 21 april 2026 at 16:00 and distributed by:

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How Tanning Became a Skincare Habit

How Tanning Became a Skincare Habit

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The best tans used to come from the sun. They were natural, effortless, and carried that unmistakable “just got back from vacation” glow.

If not, the alternative was often obvious. Early self-tanners had a reputation for streaks, orange tones, and results that looked anything but natural. For years, the tradeoff felt clear: real glow meant sun exposure, and everything else was a compromise.

That assumption doesn’t hold anymore. The glow hasn’t disappeared, but the way people achieve it has fundamentally changed. Today? A tan is no longer tied to the sun. And looking sun-kissed is no longer a seasonal goal.

The Shift to Year-Round Glow

What used to be tied to summer vacations and beach days has become part of a year-round aesthetic.

Social media, evolving beauty standards, and more intentional routines have reshaped expectations. The baseline has shifted from occasional radiance to maintaining a polished, healthy glow.

At the same time, awareness around skin health has grown significantly. Conversations around sun damage, premature aging, and long-term skin care have made the traditional approach to tanni, tng feel increasingly outdated.

Today, consumers still want that glow—but they expect it to support skin health, not compromise it.

Glow as a Daily Ritual

This shift has opened the door for an entirely new way of thinking about tanning. Instead of being something you do occasionally, glow is becoming something you maintain—like skincare.

Consumers are moving toward gradual, buildable products that fit into their everyday routines. These formulas are designed to be layered and improved over time, giving users flexibility instead of forcing a one-time result. The process feels more like a habit instead of a one-off treatment.

That’s where brands like NUDA are reshaping the category.

Founded by entrepreneurs who loved the look of sun-kissed skin but rejected the long-term effects of UV exposure, NUDA approaches tanning as part of a broader skin wellness routine. The brand not only develops sunless tanning products, but also trains professional spray tan artists through both in-person and online education programs. They’re committed to ensuring high-quality applications at the professional level while also empowering consumers to achieve results at home.

In this model, glow becomes something you build and maintain over time. Tanning is no longer a single transformation, but an easy, repeatable part of a modern beauty routine.

Products Designed to Nourish

NUDA’s philosophy shows up in their latest product launches.

SilkMilk reframes gradual tanning as part of a daily body care routine. Instead of delivering instant color, it builds a natural-looking glow over time, making it easy to maintain a consistent tone.

What sets it apart is how seamlessly it blends tanning with skincare. The formula is designed to hydrate and nourish the skin, with ingredients like Hyaluronic Acid, Squalane, Niacinamide, Panthenol, and botanical extracts working together to leave skin soft, smooth, and radiant.

GlowMelt takes the opposite approach in timing, offering an instant bronze that enhances the skin on contact. It’s designed for flexibility, allowing users to apply, blend, and go without committing to a long-lasting result.

At the same time, it delivers similar skin benefits. Infused with Marula, Sea Buckthorn, and Jojoba oils, the formula helps keep skin nourished while creating a smooth, even-looking finish.

While the two products serve different moments—one gradual, one immediate—they share the same foundation. Both are designed to nourish the skin while delivering glow, and are certified vegan, with no animal-derived ingredients and no animal testing.

Skincare Meets Sunless Technology

Sunless tanning is increasingly merging with skincare. Instead of focusing solely on color, modern formulations are built to support skin health at the same time. Hydration, firming, and nourishment are no longer secondary benefits but part of the core value.

This shift reflects a broader expectation in beauty. Consumers are no longer satisfied with products that deliver only one result. They want formulas that work harder, combining multiple benefits into a single step.

For tanning, that means moving away from surface-level results and toward deeper skin support. A glow that comes from a product that also improves how your skin feels and functions carries more long-term value than one that comes at the expense of skin health.

A New Standard for Glow

What was once considered a tradeoff is no longer acceptable. Consumers no longer see glow and skin health as opposing goals—they expect both.

This is redefining the category. Tanning is no longer about exposure or even transformation. It’s about maintenance, control, and overall skin quality. The modern glow is subtle, buildable, and integrated into daily life. It’s less about achieving a dramatic before-and-after result and more about enhancing what’s already there.

This shift is also changing how products are used. Instead of preparing for a single application, consumers are building routines. They’re layering products, adjusting over time, and choosing options that align with their lifestyle rather than disrupting it.

The glow is still the goal. But the way we achieve it now reflects a more thoughtful, long-term approach to skin.

Spencer Hulse is the Editorial Director at Grit Daily. He is responsible for overseeing other editors and writers, day-to-day operations, and covering breaking news.

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