Podcast 296: Why the beauty industry is now selling you anti-zombie skincare

You might not have noticed it yet, but there’s a new word quietly taking over the beauty industry – and it’s not what it seems.

That word is longevity, and it’s showing up everywhere from skincare marketing, supplements, blue zone diets and so-called anti-zombie-cell serums (yes, you’ve read that right!).

And while it sounds scientific, serious, and self-caring, longevity might just be the beauty industry’s cleverest rebrand yet, because it promises to help us live longer, glow longer and somehow cheat time without ever saying the words “anti-ageing”.

In this week’s episode of Green Beauty Conversations, Formula Botanica CEO Lorraine Dallmeier unpacks how the industry has swapped the uncomfortable language of “anti-ageing” for the palatable promise of “longevity”. But beneath the lab coats and wellness slogans, the message remains the same: time is still being sold to us as the enemy.

Following on from last week’s interview episode, Lorraine’s latest Green Beauty Opinions offers a witty, incisive and timely exploration of how our collective fear of ageing has been repackaged as responsible self-care – and why we should all be paying attention.

If you’ve ever been tempted by a “skin longevity” serum or wondered what on earth an “anti-zombie” product is supposed to do, this episode is for you!

“Longevity sounds clinical and modern, but at its core it’s still whispering the same thing into your ear: you’re not quite enough as you are – and we’ve got the product that’ll fix it.” — Lorraine Dallmeier

Key takeaways:

• Longevity has replaced anti-ageing as beauty’s newest buzzword. The industry knows that consumers are wary of being told to fight the natural process of getting older, so it has rebranded the same message in softer, science-sounding language. The result? Products that seem empowering but still hinge on the same old insecurities.
• The rise of “anti-zombie” skincare shows how far the marketing spin can go. Brands are now targeting senescent or “zombie” cells – those that stop dividing but refuse to die – with creams, serums and supplements that promise to flush them out. Lorraine points out the absurdity of this trend, likening it to a skincare version of Thriller, where anti-zombie serums stalk your bathroom shelf!
• The wellness industry has jumped on the longevity bandwagon. From mushroom powders to “cellular rejuvenation” blends, the narrative of extending your healthspan (or even your “skinspan”) is being sold as self-care. Yet the emotional undertone remains the same: you’re responsible for optimising yourself before time catches up.
• Longevity sells because it feels aspirational, not fearful. The message is no longer about vanity; it’s about responsibility, science and future health. But as Lorraine explains, that doesn’t make it any less manipulative. It still suggests that ageing – and by extension, imperfection – is something that needs fixing.
• We need to question what longevity marketing is really selling. Is it health, hope, or just another fear wrapped in a sleek new package? True progress in beauty, Lorraine argues, won’t come from another buzzword or anti-zombie serum – it will come from rejecting the idea that time itself is a flaw to be corrected.

Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on Apple Podcasts, Spotify or Youtube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook and Instagram.

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Lorraine Dallmeier

Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.