Longevity beauty is the new status symbol, with Demi Moore as the muse of this trend. The challenge for companies lies in patents that do not add years to life, but life to years.
By Roselina Salemi
Originally published in La Stampa, July 18, 2026
Longevity is the new status symbol. At Cannes, Demi Moore was crowned the muse of longevity beauty. Stars are competing for a place at SHA, the Spanish longevity clinic where a treatment can cost as much as €9,500.
But there is no need to worry: a more accessible version will soon arrive, along with a dedicated shelf even at the supermarket. There is reason for hope.
During the 2026 Milan Longevity Summit, Maddalena Adorno, founder of Dorian Therapeutics—does the name remind you of Oscar Wilde’s The Picture of Dorian Gray?—spoke about a technology developed at Stanford University that reactivates cells, not coincidentally known as “zombie cells.”
Also in Milan, the Longevity Forum launched a new catchphrase: “Who are you calling old?”
A revolution is also taking place in the beauty world.
“We no longer talk about anti-aging, but about skin longevity, a new way of considering aging skin,” explains Camilla D’Antonio, co-founder of Miamo.
“We are facing an evolution, not merely a change of name. Anti-aging works like this: I see a sign and try to correct it. The starting point is the visible symptom, and the objective is to reduce or eliminate it. Now, we no longer ask only, ‘How do I erase this wrinkle?’ but ‘How do I keep my skin healthy?’”
“We created the Longevity Cell Care trio for everyone, from the age of 15 to 100. The Rejuvenescence+™ patent slows biological aging, prevents senescence and prolongs the vitality of cells.”
They are all moving in the same direction.
The Nine Aurora Beauty Zones, a newly launched brand, combines dermatological science, ethnobotanical research and ancestral traditions under the slogan Long Live the Skin.
It is based on five years of research that studied models of skin longevity in 50 countries, analyzed more than 100,000 data points and identified nine Skin Longevity Zones—Italy, the United States, Norway, Japan, Iceland, Nepal, Brazil, Greece and Morocco—geographical areas where the skin displays greater elasticity and luminosity.
Based on the results, 39 natural ingredients were selected, including algae from Norway, herbs from the Himalayan valleys and Japanese botanicals, to combat the signs of time.
The first nine products have already arrived, another 13 will be launched in September, and the collection will soon include 30 products.
Unifarco, a company founded in 1982 and headquartered at the foot of the Dolomites, in the province of Belluno, sees longevity through its GenAge program as a combination of scientific expertise.
A wrinkle or an area of discoloration is only the tip of the iceberg. Beneath the surface, collagen and elastin degradation and the accumulation of oxidative stress begin before visible signs appear.
“Prolonging vitality is possible,” says Gianni Baratto, Scientific Director of Unifarco.
“Genetics account for approximately 30%, while the remaining 70% depends on how we eat, sleep, move and manage stress.”
In September, Dolomia will launch the Wild Bee skincare line, which stimulates the skin’s natural processes from a regenerative perspective.
At the heart of the formula is an active ingredient obtained from biofermented honey produced by bees, together with an extract of an ancient apple variety.
The longevity pill does not yet exist, but the Cellular Longevity concept, available in pharmacies, provides support through three supplements developed for three phases: nourish, activate and cleanse.
For now, the combination of cosmetics and supplements represents the advanced frontier of beauty.
Dermoklotho also believes in this approach. Founded in 2024 from an idea by Carla Fontana and her daughter Chiara Palumbo, it is based on the research of Professor Francesco Saverio Dioguardi into molecular biology, longevity and metabolism.
Klotho is a protein present in the human body. It was discovered in 1997 and named after one of the three Moirai of Greek culture—the one who spins the thread of life. Its presence decreases with aging.
This protein is now at the center of a new product line.
Klotho Protect face cream promises protection and repair against UV rays, wind, air conditioning and sudden temperature changes, while Klothamin supplements enhance its results.
Not to add years to life, but life—and beauty—to the years
