Over the previous few years, the rise of GLP‑1 receptor agonist medicine similar to Ozempic and Wegovy has dramatically affected the well being and wellness trade —and can seemingly proceed to take action.
The remedy works to sluggish digestion and curb cravings, which results in important weight reduction in a brief time period for a lot of customers.
In consequence, these consumers could search out new well being and sweetness merchandise to suit their newly slim look, however there are additionally new wants being created, as using these medicines can have an effect on their facial construction and pores and skin high quality.
To seek out out extra about how this motion is impacting magnificence innovation, we spoke to Magnificence Strategist at WGSN, Pia Fisher.
Hello Pia, how are GLP‑receptor medicine impacting consumers’ magnificence and wellness wants?
Ozempic and different GLP‑1 medicines aren’t simply trending, they’re reworking. What started as a metabolic breakthrough is now a cultural and business disruptor, reshaping perceptions of weight, wellness and id.
As weight‑loss injectables transfer mainstream, we’re seeing shoppers reframe magnificence as emotional infrastructure: a coping mechanism, a confidence amplifier and a method to stabilize their sense of self throughout fast transformation.
Each class has a possibility to pivot, broaden or adapt to satisfy the evolving wants of GLP‑1 customers. From physique care that helps quick‑altering pores and skin and submit‑weight‑loss pores and skin laxity to ingestibles that nutritionally assist power, pores and skin and sweetness from inside, GLP‑1s are forcing a rethink. As unwanted side effects like hair thinning or scent sensitivity emerge, shoppers will search magnificence options that soothe, consolation and rebuild. Cosmetics will probably be a supply of renewed pleasure and visibility, empowering customers to reconnect with their evolving sense of id.
Now could be the time for magnificence manufacturers to behave and develop product options that replicate organic wants and emotional shifts, seizing the rising alternatives of the GLP‑1 age.
What sorts of innovation are we seeing round this subject?
In sensible phrases, GLP‑1 utilization is translating into extremely particular product calls for. Fast weight reduction can result in pores and skin laxity, facial quantity shifts, dullness and hair thinning, so manufacturers are prioritizing firming applied sciences, collagen‑supporting actives, barrier restore and substances that improve mobile power.
Haircare innovation is accelerating round hair loss, scalp well being and density‑boosting remedies. In perfume, behaviors are polarizing: Some shoppers keep away from wealthy gourmands when experiencing nausea or heightened scent sensitivity, whereas others lean into tremendous‑candy, dessert‑like fragrances as a meals‑adjoining deal with second.
Past topical care, innovation is increasing into what we describe as “weight‑loss wellness companions”: dietary supplements, electrolyte blends, vitamin patches and acupressure instruments designed to mitigate unwanted side effects and assist the physique extra holistically.
We’re additionally seeing manufacturers instantly name out GLP‑1‑associated considerations in product copy and campaigns, whereas actively recruiting GLP‑1 customers into medical trials to substantiate claims in opposition to the precise pores and skin, hair and physique modifications related to the remedy.
How do you suppose this can evolve within the upcoming years?
Adoption is already important within the US, the place roughly one in eight adults are reported to be utilizing GLP‑1 medicines, and progress is predicted to speed up throughout Europe and components of Asia. As oral variations of the remedy and microdosing fashions enter the market, the GLP‑1 motion will turn into additional normalized inside on a regular basis routines.
This may solidify GLP‑1s not as a brief‑time period spike however as a structural shift, additional validating the emergence of a devoted GLP‑1 magnificence and wellness class.
On the identical time, we anticipate intensifying development tensions. Alongside widespread pharmaceutical adoption, a counterculture will develop, interesting to pharma‑hesitant shoppers. This may drive demand for pure weight‑assist dietary supplements, lymphatic instruments and slower, techniques‑based mostly well-being options. It is a development we’ve dubbed “Fake‑zempic” and is considered one of WGSN’s prime developments for 2026.
What are your key strategic takeaways for manufacturers that will need to innovate on this area?
- Reposition magnificence as emotional infrastructure. For shoppers present process fast physique change, magnificence turns into a coping mechanism, confidence amplifier and id stabilizer, bridging the hole between bodily transformation and sense of self.
- Audit your portfolio by way of a GLP‑1 lens. Fast weight reduction creates new wants and considerations: pores and skin laxity, facial quantity shifts, dullness and fatigue. Prioritize firming applied sciences, collagen‑supporting actives, barrier restore and substances that improve mobile power.
- Construct “weight‑loss wellness companions.” Develop past aesthetics into dietary supplements, ingestibles and instruments that assist mitigate unwanted side effects and assist the physique holistically.
- Future‑proof for the Fauxzempic countertrend. Alongside GLP‑1 adoption, a resistance motion is rising—from “Fauxzempic” magnificence hacks to slower, longevity‑led options. Future‑proof by balancing fast‑repair aesthetics with sustained, techniques‑based mostly well-being.
Pia Fisher, Magnificence Strategist at WGSN will current the session: “Magnificence within the Age of GLP-1—The New Magnificence Alternative” at in-cosmetics World on Tuesday, April 14, 3 to three:45 p.m. within the Advertising Traits Theater on the Paris Expo Porte de Versailles, France.
