A sign of the times? Or a stroke of marketing genius? Luxury Swiss skin care and wellness brand has published a first-of-its-kind white paper about the science behind longevity…
With longevity in the spotlight in the cosmetics industry, the document: “Addressing the 12 Hallmarks of Ageing” focuses on the evolving science of ageing and showcases how the brand’s products “target the biological processes behind ageing through advanced biotechnology and active ingredients.”
Niance, which has a range of skin care products as well as a supplement, claims to address the root cause of ageing by blending natural ingredients from the Swiss Alps with cutting-edge biotech advancements.
The brand has previously explained that it harnesses its Fernesse biotechnology “to enable the release of its full Triple-Biotic power (prebiotics, probiotics, and postbiotics) of its active ingredients, significantly increasing the bioavailability of nutrients.”
The scientific hallmarks of ageing
Niance said that the ‘Hallmarks of Ageing’ framework was first introduced in 2013 by researchers Carlos López-Otín, Maria A. Blasco, Linda Partridge, Manuel Serrano, and Guido Kroemer, who “identified nine key biological mechanisms that drive ageing, such as genomic instability and mitochondrial dysfunction.”
It also said that in January 2023, “Cell published an updated framework that added three new hallmarks: dysbiosis, chronic inflammation, and autophagy dysfunction, increasing the number to 12.”
Inside the white paper, Niance explains these ‘hallmarks’ and addresses how its hero ingredient Swiss Glacier Complex of actives and GENR8 supplements target each of the 12 hallmarks “specifically to support skin health and overall vitality.”
CEO Marnix Ettema said that the brand is “committed to pioneering products that go beyond addressing surface-level signs of ageing.”
“Our research and innovations, encapsulated in this white paper, demonstrate our mission to help consumers maintain youthful, radiant skin while supporting their overall well-being at a cellular level,” he said.
He hoped the publication would assert the brand’s “leadership in translating scientific anti-aging advancements into beauty and longevity solutions that work.”
Longevity in the limelight
In June this year, the Russian supermodel, philanthropist, and investor Natalia Vodianova took a majority share in Niance, stating that she had decided to invest as she had been using the products since 2021 and that the brand “stands out from the hundreds of skin care products I have tried.”
In recent years, the cosmetics industry’s anti-ageing narrative has switched to focus on ‘longevity’ and healthy ageing and the industry is seeing more brands that are innovating in this space.
British trend forecasting agency The Future Laboratory flagged the trend back in 2023 with its ‘Longevity Lifestyles’ macro trend – noting that there was an ever-growing number of people wanting to extend and optimise the quality of their lives.
At this year’s InCosmetics Global show, it was clear that many cosmetics ingredients’ suppliers are currently innovating in this area.
Meanwhile, in January 2024, the L’Oréal Group’s venture capital fund BOLD acquired a Swiss biotech startup called Timeline, which has developed a proprietary molecule that it said: “can recycle and rejuvenate mitochondria: the powerhouses of cells that tend to malfunction with age.”
The full Niance white paper is available for download on its website.