The future of the beauty industry is looking increasingly clinical. Amid age-old quests to preserve youthful-looking skin and more recent fascinations with all things wellness, beauty consumers are embarking on “longevity journeys” defined by preventative care and clinical innovation.

Graduate students from the Fashion Institute of Technology’s (FIT) master’s program in Cosmetics and Fragrance Marketing and Management (CFMM) dubbed this phenomenon the “medicalization of beauty” for a recent capstone report. Based on six months of global research, they found that 64% of beauty consumers have sought medical beauty treatments to enhance or optimize their appearance.

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Despite much of the industry moving away from clinical-looking branding — in an effort to capture Gen Z’s attention through relatability (think: vibrant packaging with bubble letter logos) — the pendulum has now swung back, they found. Many consumers are searching for clinically proven and science-backed solutions that deliver lasting results. The research found that 52% of consumers are interested in clinical-grade beauty products actually developed by medical doctors that mimic advanced procedures.

Beauty is no longer exclusively a pursuit for external perfection; it’s now also perceived as a tool for maintaining one’s health and well-being. The $6.3 trillion global wellness market has rebranded itself from “clean” to “clinical” to “medical,” as seen in the rise of products and treatments like NAD+, red light therapy and stem-cell based treatments.

So, how can beauty brands meet this growing appetite for medicalized products? For starters, they can strategically invest in biotech, pharma and diagnostics, a trend that has already been gaining traction. According to the FIT report, “the opportunity lies in prioritizing solving over selling and owning the next breakthrough innovation.” (That feat may be particularly difficult amid innovation-stalling tariffs and supply chain chaos, it’s worth noting.)

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Focusing on fewer, higher-impact formulas with proven results (rather than frequent, trend-driven launches) can also set brands ahead in this new medicalized landscape. Personalized care plays a major role as well, as expert protocols, immersive experiences and full-service destinations can offer consumers the tailored feel they’re seeking.

The FIT team members who researched this growing phenomenon include Chloe Lo, Hallie Gersten, Al Mezo, Angela Toscano, Rahul Sabhnani, Marisa Mazzoni, Sophia Mohamed, Caroline Bartholomew and Ali Valentin. The class of 2025 also explored Gen Alpha as beauty’s youngest disruptors and beauty’s opportunity to tap into artificial intelligence.

For more information on the FIT capstone presentations, visit here.

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