'GLP-1 Beauty' Is Here — But Is it a Marketing Gimmick? – Latest Fashion Trends & Style Tips July 29, 2025 at 06:15PM
📰 'GLP-1 Beauty' Is Here — But Is it a Marketing Gimmick?
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Whether as a topic for daily conversation or via ads on seemingly every platform, GLP-1 medications are pretty impossible to avoid nowadays. But here's a quick recap, in case you've been fully off the grid for the past five years (which sounds nice): Drugs like Ozempic (semaglutide) and Mounjaro (tirzepatide) were initially FDA-approved to help regulate diabetes, but subsequent approvals for weight management caused the popularity of these meds to skyrocket. According to a 2024 KFF Health Tracking Poll, about one in eight American adults has used or is using a GLP-1 drug, with a white paper from Fair Health showing that GLP-1 prescriptions have increased 363% in the past five years.
GLP-1 use often triggers a lifestyle shift, changing how these consumers shop for food and fashion as well as how they approach beauty and wellness. It's also worth noting that one in five GLP-1 users willingly pays out-of-pocket for these pricey drugs (which can cost up to $2,000 per month), even if it's financially challenging to do so. These lifestyle shifts, backed by spending power, present beauty brands with the perfect marketing opportunity.
"As GLP-1 drugs like Ozempic go mainstream, beauty is evolving into both a coping mechanism and a confidence amplifier, unlocking a category-defining opportunity for brands ready to respond," says Pia Fisher, senior beauty strategist at WGSN. According to the trend forecasting company's upcoming report, "Beauty in the Age of GLP-1," the greatest consumer demand is for treatments that address the visible side effects of accelerated weight loss — think "Ozempic face" or "Ozempic butt." According to McKinsey, that weight loss is already playing a huge role in the growth of the wellness industry, and nutrition brands are making the most of it by introducing products that complement GLP-1 treatments.
A Quick Primer on GLP-1 Medications
GLP-1 drugs, also known as GLP-1 receptor agonists, offer multiple benefits that have made them the go-to prescription for those looking to manage diabetes and promote weight loss. Glucagon-like peptide-1, a substance the body creates naturally, increases satiety, slows gastric emptying and reduces appetite. GLP-1 medications are synthetic versions of this peptide and act directly on the brain's GLP-1 receptors. By slowing down the passage of food through the stomach, this drug helps its users feel fuller longer, reduces blood sugar spikes and helps the body to better burn fat, says Dr. Caroline Messer, a board-certified endocrinologist in New York City.
Additionally, "they influence dopamine-based reward circuits to decrease emotional eating and the use of food as a reward," she says. This benefit in particular has been revolutionary for many GLP-1 users, with anecdotal reports that the use of this drug has curbed other addictive habits like gambling, compulsive shopping and smoking. Studies show that the drug may also be helpful to those living with substance abuse disorders.
Photo: Courtesy of Dr. Few Skincare
GLP-1 Use and Changing Consumer Needs
There's no question that GLP-1 use has created highly specific consumer needs, like creams to address sagging skin and vitamins to supplement nutritional deficiencies. But there's also skepticism surrounding the products targeting this growing audience, and rightly so. At a glance, it's hard to understand if these new launches actually differ from the leagues of existing formulas already on shelves.
It's easy to assume that this is just a profitable marketing gimmick, with brands pivoting midway through the product development process to capitalize on an opportunity. Morgan Stanley Research estimates the global market for these drugs could reach $150 billion at its peak in 2035, an increase from a previous forecast of $105 billion. Buying power is more valuable to businesses than ever, and that of of GLP-1 users could be staggering. In a recent McKinsey report, more than half of beauty executives surveyed agreed that restricted consumer spending is putting the industry's growth at risk.
Beauty shoppers who are willing to splurge tend to do so on skin care, especially facial serums that address key concerns. This makes skin support the largest opportunity in this new GLP-1 product category, bolstered by data from McKinsey suggesting that GLP-1 use is reshaping and expanding the aesthetics industry: It found that 63% of patients pursuing products or treatments to address facial concerns caused by GLP-1 use were first-time medical aesthetics users. WGSN's Fisher says we can expect rising demand for formulas that target elasticity, density and "deflation."
These are common goals of many skin-care products, so GLP-1 support formulas will only be able to stand apart if they can address the complex effects of these drugs on the skin.
"GLP-1s have created a unique aesthetic challenge," confirms Dr. Julie Russak, a board-certified dermatologist in New York City. The weight loss induced by GLP-1 medications differs from methods like diets and bariatric surgery — it's not just caloric restriction, but also hormonal recalibration, and that's reflected in skin. "With GLP-1s, we're seeing not just subcutaneous fat loss, but a drop in leptin, insulin and sometimes estrogen, all of which are directly tied to collagen production and dermal density," explains Dr. Russak.
Chicago-based board-certified plastic surgeon Dr. Julius Few has seen these skin changes in patients who have been on GLP-1 drugs for only one month, observing tissue comparable to that of a long-term steroid user. Skin was thinner, duller and more hyperpigmented than it should be, especially in fairer-complected patients. "In particular, when I began doing facelifts on GLP-1 patients, I noticed that the way I pull the skin required more effort to make it sit correctly — more tension was required to make the skin look right at completion of a facelift," he explains. The combination of volume/fat loss and skin deterioration leads to a gaunt, sagging appearance. "It's like having a dress that is both too big and wrinkled," says Dr. Few. "Even if the dress were the right size, it would not look as good because it's extremely wrinkled."
Photo: Courtesy of Dr. Few Skincare
The Skin-Care Market's Rapid Response to GLP-1 Users' Needs
Dr. Few spent more than two years researching and developing a solution for the issues he was seeing in his operating room. The result is Dr. Few DermaReverse, which launched this April, as did a study published in Aesthetic Surgery Journal Open Forum documenting the product's efficacy. It blends a bioavailable retinoid and antioxidant peptides that work synergistically with GLP-1 use, resulting in a regenerative serum that is gentle enough to be used both day and night. Prescription retinoids are frequently used to repair skin, but Dr. Few was strategic in using this milder form of vitamin A, influenced by his work in severe burn and critical care. "Using something stronger has the risk of causing inflammation in the skin," he explains. "DermaReverse represents a product that is more like healthy food for the skin than medicine."
DermaReverse is the first of a wave of GLP-1 products hitting the market, including Image Skincare Vol.U.Lift GLP-1 4D Skin Rebound Complex and a L'Oréal brand formula launching later this summer. The timing makes sense, says product development consultant Melinda Small. "We first heard about 'Ozempic face' about two years ago, and that is enough time to develop a product," she says. "Alternatively, if someone is coming out with an anti-aging product, it would be easy to reposition it at the last minute towards GLP-1 consumers."
Studies like Dr. Few's are important proof points to look for when evaluating GLP-1 support products — it takes time for a brand to determine if its product specifically addresses the unique concerns caused by GLP-1 use. Stability testing alone takes 12 weeks to determine, but clinical data on a product's performance could take years. Consider formulas from corporations like L'Oréal, which often boast statistical improvements to wrinkle depth or skin laxity. To achieve noteworthy results, innovation teams will submit multiple rounds of formulas for testing, tweaking ingredients along the way. But if a brand really wants to fast-track something, it can — especially if it eschews custom packaging or formulas in favor of a white-label product like those from Onoxa. With white-label products, "you just select a formula and slap a label on it, which can take only a few weeks," says Small.
Photo: Courtesy of Lemme
The Wellness Market's Rapid Response to GLP-1 Users' Needs
In the supplement landscape, it seems especially easy to launch a product quickly. Unlike GLP-1s and other drugs, supplements aren't FDA-approved, so neither their efficacy nor safety are guaranteed. Data on individual nutrients in the supplement, rather than the supplement's performance as a whole, can make a formula appear more reputable than it may actually be. It's especially important to be cognizant of a supplement's claims, especially when they're combined with a profitable buzzword like GLP-1.
Wellness brand Lemme, founded by Kourtney Kardashian, launched Lemme GLP-1 Daily Support Capsules in Fall 2024. The Lemme supplements don't contain a form of GLP-1, but patented lemon bioflavonoids, saffron and red orange extracts — ingredients that clinical studies show can increase natural production of GLP-1, reduce hunger and reduce fat. Far from the first appetite-curbing product to be promoted by a member of the Kardashian family, the product quickly went viral, but any supplement claiming GLP-1 drug-like benefits is no substitute for the real thing, says Dr. Amanda Kahn, a board-certified internist and longevity specialist in New York City.
"Some ingredients may slightly support natural GLP-1 release or appetite control, but evidence is limited and effects are much weaker," she explains. It's worth noting that one of the ways a person can naturally boost their GLP-1 production is through eating a healthy diet and exercising. These are lifestyle changes recommended by Lemme for successful use of its supplement, which does have hundreds of positive reviews. However, those who negatively reviewed Lemme's product frequently shared that they either saw no change to their bodies or actually gained weight.
This product falls into a market that WGSN refers to as "Nozempic," made up of consumers looking for weight management solutions without using pharmaceuticals, and the demand for this category is high. Hum Nutrition Flatter Me Fiber GLP-1 Booster is evidence of this: A bestseller for the brand, the product boasted a 35,000-person waitlist at launch and has more than 1,500 reviews, most of them positive. Though there are only 10 servings' worth of the drink mix in the jar, consumer interest has been great enough for the brand to introduce a second flavor option.
The Hum product uses soluble vegetable fiber derived from maize, a form of fiber which slows gastric emptying and carbohydrate absorption, helping to stabilize blood sugar, says Dr. Jaime Schehr, a board-certified naturopathic doctor and registered dietician. Sound familiar? That's the function of GLP-1 drugs. Hum's site says the nutrient is "clinically shown to double GLP-1, the satiety hormone, helping you curb cravings and appetite in just one use." The product name could easily confuse those taking a GLP-1, who shouldn't use this supplement. "In addition to the GLP-1 appetite suppression, we do not want patients to be so full that they cannot consume a healthy amount of muscle-sustaining protein and healthy fats," warns Dr. Kahn. "I do think fiber is a good addition when not necessarily marketed as an appetite suppression intervention."
Photo: Courtesy of Bio.me
Fiber promotes gut motility and bowel movements, which many GLP-1 users struggle with, so it's a worthy addition to true GLP-1 complementary products, like Bio.me GLP-1 Support and Replenza Daily Replenisher. In addition to containing prebiotic fiber to foster a healthy gut, they also provide key nutrients that are usually lacking in these patients. GLP-1 use often leads to the unintended loss of skeletal muscle mass and ligamentous support, explains Dr. Russak. "I stress the importance of a high-protein, collagen-rich diet to help preserve lean muscle mass and deep tissue during significant weight loss," she says. (Muscle loss affects posture and mobility; combined with all the GLP-1-induced changes to skin and fat, this can make a person look deflated.)
Both formulas contain protein and collagen peptides, as well as electrolytes to prevent dehydration and nausea, and B vitamins, which are critical to muscle health, energy levels and positive mood — three factors GLP-1 users can struggle to maintain. "Absorption of B12 depends on intrinsic factors and stomach acidity," explains Dr. Schehr. She adds that by slowing gastric emptying, GLP-1 medications can lower stomach acid, and because these drugs are meant to be used long-term, the risk of deficiency is heightened.
GLP-1 risks and side effects were not as well-known two years ago, but that's rapidly changing. Though telehealth platforms have come under fire for making GLP-1 drugs almost too accessible, many of them, such as Hers, Ro and Mochi Health, incorporate personalized health plans — including sessions with dietitians, monthly check-ins with providers and meal guides — into their programs. This not only improves likelihood of success, but further informs GLP-1 patients, the greatest growing subset of which is Gen Z. Gen Z, often considered the most informed consumer, is known for conducting thorough research on a product before purchasing it; so if brands want to profit off the GLP-1 category, launches will need to truly deliver on their claims, lest sales — like an Ozempic butt — fall flat.
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