How to Lean into Longevity with Your Brand: Observations from Cosmoprof North America 2026
By Kelsey Kruslak, Sr. Manager, Integrated Marketing
At Cosmoprof North America in Las Vegas this year, the Solesence booth located in the Cosmopack section was busy. Over the 3 days of the show, our team hosted meetings with existing customers, showcased our new hair and scalp products (Scalp Screen Dry Shampoo SPF 45+ Sunscreen and Revitalizing Scalp Serum), and met with lots (and lots) of new people. But much of the benefit from the show can be found when you get out of the booth and on the show floor. Here are three observations from Cosmoprof 2026:
Longevity is Still about Looks
“Living longer better” might be the definition of longevity, but when it comes to beauty, longevity consumers are not just focused on the future. Rather, consumers continue to be driven by the desire to look good today, while also preserving/maintaining their appearance in the future. Data from the 2026 FIT Capstone research on longevity shows that among GLP-1 users, 62% say they are appearance-driven versus 29% of non-users, and while 72% of 18- to 29-year-olds are resilience-focused, 57% of those aged 45–60 are appearance-driven. Circana data also shows that appearance-driven makeup categories, especially eyeshadow palettes and tinted lip products, are driving prestige sales. Brands can win by linking these dual desires of looking good today and tomorrow by offering multifunctional products that do both. Launched at Cosmoprof, Solesence’s new Scalp Screen Dry Shampoo SPF 45+ Sunscreen can deliver on both levels, offering an on-the-go dry shampoo for looking your best today, paired with an SPF 45+ for the scalp that protects it today and for living well tomorrow too.
Support Marketing with Science
Trust – buzzword and elusive consumer currency. Trust implies an understanding between the brand and the consumer. Trust implies that the consumer is getting value, results, and honesty from the brand, and the brand is getting loyalty and repurchase. But how do consumers know who to trust when looking for products? While the era of influencers is not over, consumers increasingly put their trust in medical credentials. According to Circana, 92% of beauty shoppers don't rank AI tools among their top three trusted sources, and 91% don't rank social media influencers at all, but 75% trust dermatologists and doctors, and 67% trust scientists. To support with science, brands need clinical studies that show scientifically validated results and clear messaging that links ingredients and technologies with results. Solésence technology, especially recently launched WHSPR™, brings clinical claims to both market-ready products like the new Revitalizing Scalp Serum and the custom development product, Hydrating Face Serum.
Wellness is the New Super Category
Move over Beauty and Personal Care, Wellness has entered the house! With dedicated Wellness sections at Ulta and Target, consumers increasingly connect beauty to health and look for supplements and personal care products that support overall wellness. According to Circana, the “beauty meets wellness” category, which includes suncare, deodorant, soap, shampoo, and acne, is growing fast too, growing 7% over the last year, compared to just beauty (6%) or just wellness (2%). Offering products that cross categories, such as a tinted SPF-infused lip oil or facial serum with actives at OTC levels, can help brands position themselves as wellness-adjacent, even if they historically are not included in wellness categories.