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NAD Puts P&G's Crest Whitening Claims in Check

The National Advertising Division (NAD) of the U.S. Better Business Bureau reviewed P&G's Crest Whitening Emulsions claims and found some were supported and others were not; revisions were recommended.

NAD Recommends Claim Alteration for P&G's Secret Clinical Strength

The National Advertising Division (NAD) has recommended that The Procter & Gamble Company (P&G) discontinue "100% odor protection" claims for the company’s Secret Clinical Strength Clear Gel and Invisible Solid. Claims, including those made in television, print, and social media advertising, as well as on the company website, were challenged by Unilever United States Inc.

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Aquaphor Baby Diaper Rash Re-designs Packaging After NAD Inquiry

Following an inquiry by the National Advertising Division, the maker of Aquaphor Baby Diaper Rash Cream is permanently discontinuing express claims that the product relieves diaper rash in six hours.

By energizing mitochondria and promoting DNA repair, RejuveNAD is able to make the skin appear eight years younger within 42 days, per clinical studies cited by Mibelle Biochemistry.

Mibelle Biochemistry's RejuveNAD Boosts the Skin's 'Longevity Molecule'

By boosting the "longevity molecule," NAD+, RejuveNAD is able to to optimize cellular processes to simultaneously address "at least" five of the 12 hallmarks of aging.

Silab Longevicell (1)

Silab’s Longevicell Targets Sirtuins, Co-activators for Anti-aging, Longevity Efficacy

The ingredient activates sirtuins 1, 3, 6 and 7, as well as NAD+ and AMPK, boosting mitochondrial activity and mitigating cellular aging processes.

Blonde woman with blue eyes smiling, with blurred numbers in background

Push Back the Limits of Cell Aging

SILAB presents new efficacy studies on LONGEVICELL^®, a natural anti-aging active ingredient obtained from myrtle leaves and targeting sirtuins and their coactivators (NAD⁺ and AMPK), for smoothing, radiance-boosting and anti-wrinkle effects.

Happy Aging Longevity Shots bottles and box

Happy Aging Pairs Science and Wellness to Boost Skin and General Longevity

A new aging test and ingestible shot point to a new holistic approach to beauty and well-being.

By targeting sirutins, beauty brands have an opportunity to transition from anti-aging to age reversal, per emerging research.

Estée Lauder Dives Into Beauty’s Longevity Era

New research is shifting skin care from anti-aging to age reversal.

'For a subjective claim such as 'my skin felt smoother and more moisturized,' a well-conducted consumer survey can suffice as substantiation,' says Jennifer Santos of NAD.

What Beauty Brands & Influencers Need to Know about Truth in Marketing

The rise of platforms such as TikTok, Instagram, and YouTube bred a new form of advertising—dominated by influencers—that is more visual, engaging, seemingly organic and influential in a consumer’s beauty decisions. Here's what that means for brands.

Longevity isn’t just about products; it’s a full-on movement. Mintel recently noted that combining holistic wellness with cutting-edge tech is opening up massive opportunities. From exosomes for hair and skin rejuvenation to cellular-level innovations, beauty is no longer just about looking good—it’s about living better, longer.

The Future of Beauty: How Longevity is Shaping Innovation

How R&D, product innovation and marketing teams can tap into the red-hot longevity market.

BASF's Oximony comprises an extract of Lysimachia christinae that is FairWild certified.

BASF Unveils Oximony: An Ingredient for Skin Longevity and Radiance

A 0.25% concentration of the ingredient of the ingredient applied to Chinese volunteers showing common signs of aging showed a 28% improvement in skin fatigue appearance within two weeks of application.

Cosmetic beauty products flatlay including foundation stick, spray bottle, gel capsules, pink blush, and lip tint on pink background

9 in-cosmetics Global Show Floor Highlights: Sneak Preview

According to a recent report by Kline & Company, innovations in areas like infrared saunas, cold plunges, cryotherapy, IV therapy, red light therapy, and wearable tech are meeting consumer demand for long-term health benefits.

The Future of Wellness: A Shift Toward Longevity and Preventative Care

As interest in preventative care and longevity rises, 2025 is set to see increased investments in these sectors.

The Joyful Transformation Behind the Award-winning Parëva Beauty: Science, Transparency and Skin Longevity

"Running a startup feels like stepping into a boxing ring—every day is a mix of strategy, endurance and staying on your feet through unpredictable hits."

The connection between diet and the skin has long been known, but new research points to the connections between skin and gut health for a range of issues, including acne, atopic dermatitis, eczema and psoriasis.

Gut Health as Skin Health: Ingredient Trend Tracker

Holistic wellness trends and emerging science are intersecting, providing new innovation targets for beauty products and claims.

By boosting NAD+, called the skin’s “longevity molecule,” RejuveNAD is able to to optimize cellular processes to simultaneously address “at least” five of the 12 hallmarks of aging, including mitochondrial dysfunction, cellular senescence, loss of proteostasis, epigenetic alteration and genomic instability.

The Beauty Ingredient Agenda: Longevity x Anti-aging

The recently decoded 12 hallmarks of aging provide exciting new anti-aging targets for R&D and new claims for marketing.

Ingredient stories and discoveries still dominate the consumer search for that ‘next great’ product because ingredients are still the star of the show.

Beauty Ingredients in 2025: What Consumers Want and the Trends Driving Innovation

Beauty consumers prioritize trusted skin care ingredients alongside trendy innovations. Ingredient trends, biotech advancements, and clear marketing claims play a key role in building trust.

The 'beautyspan' refers to the duration of one’s skin and hair health/wellness, centering the discussion on holistic, preventive and regenerative strategies, rather than solely aesthetic solutions.

The Beautyspan: Biohacking Longevity (Ingredient Trend Tracker)

“Today’s longevity-boosting ingredients are designed to tackle the root causes of aging at a cellular level.”