The anti-ageing narrative has long been marked by a relentless pursuit of youthfulness, often through superficial treatments and cosmetic solutions aimed at erasing wrinkles, fine lines and other age markers. “Serums, creams and procedures have been developed with the sole purpose of turning back the clock, focusing on the external appearance of the skin rather than its inherent health, triggering a reactionary response, addressing signs of ageing as they appear instead of preventing them from occurring in the first place,” says McCarter.

This new paradigm of skin longevity advocates for nurturing the skin in a way that supports its ability to maintain its vitality and function optimally, regardless of age. It’s a shift from the cosmetic to the cellular, from covering up to building up. At the heart of this revolution lies a groundbreaking area of research focused on longevity proteins, such as sirtuins, which play a pivotal role in cellular health and longevity. These proteins, present in nearly all living organisms, are essential components in the mechanisms that regulate ageing and cellular repair.

“Sirtuins, in particular, have been identified as key players in maintaining cellular health, influencing processes such as DNA repair, inflammation reduction and the defence against oxidative stress. All factors that contribute to the ageing process of the skin,” says dermatologist Dr William Welborn Jr. Moreover, by mitigating oxidative stress and inflammation, “longevity proteins can help preserve the skin’s structural integrity, elasticity and resilience, countering the more visible signs of ageing such as wrinkles, sagging and pigmentation”.

In response to this evolving narrative, several prestigious brands have strategically moved away from the traditional “anti-ageing” terminology in their marketing efforts to highlight concepts like firming, nourishing and skin resilience. Esteemed labels such as La Mer, La Prairie, Biologique Recherche, Helena Rubinstein, 111Skin and Estée Lauder are at the forefront of this change, redefining skincare by focusing on the health and vitality of the skin rather than merely combating signs of ageing.

As our understanding of longevity proteins deepens, we are seeing the development of innovative skincare solutions. This includes the formulation of serums, creams and supplements designed to activate sirtuins and other longevity-related pathways, offering not just superficial improvements but promoting genuine, long-term health at the cellular level.

A pivotal component of skin longevity is the strategic use of antioxidants, hydration and nutrient support.

“Ingredients rich in antioxidants, such as vitamins C and E, can significantly contribute to maintaining the skin’s health and youthful appearance,” Welborn says.

Hydration is equally vital, as “well-moisturised skin not only looks healthier and more vibrant but is also better equipped to repair itself and withstand environmental assaults”, he adds. Hyaluronic acid, glycerine and ceramides are among the vital hydrating ingredients that help to attract and retain moisture within the skin, ensuring it remains supple and resilient.

This shift towards skin health and longevity predicts a more inclusive and positive dialogue around ageing, one that celebrates the natural process while promoting strategies that support graceful ageing. It’s a perspective that values the wisdom and experiences that come with age, proposing that the goal is not to erase the marks of a life well-lived but to ensure that our skin remains as healthy, vibrant and resilient as possible throughout the journey.