Justin Boxford, global brand president at Estée Lauder

Who we're talking about: Justin Boxford, global brand president at makeup and skincare giant Estée Lauder. Boxford is the go-to guy at Estée Lauder for innovation, product development, and consumer marketing.

And the news is: Last week, Boxford announced a new longevity collective at Estée Lauder. Boxford explained the new move: “Longevity is one of the fastest-growing movements in the beauty and wellness industries, with multi-generational consumer interest in biohacking and age-reversal practices at an all-time high.”

What's included? As part of this new initiative, Estée Lauder will:

1. Create a panel of industry experts, including longevity researchers from the Buck Institute of Aging and UC Berkeley, to both guide the company and advise consumers on matters of longevity

2. Fund longevity research at the Stanford Center For Longevity

3. Launch new skincare products using insights from longevity research (more on this below)

Why this is a big deal: Back in April, another beauty giant, Dior, started a similar longevity initiative. The fact that Estée Lauder is now in on the game shows that this is not a passing trend.

Beyond the corporate jockeying, this new announcement might in time produce genuinely useful new products. Of course, maintaining a youthful appearance is a part of longevity. But as I've written in an earlier issue of The Longevity Newsletter, skin aging (and its reversal) can have bodywide effects, beyond aesthetics.

So what's next: January 2024 will see the launch of a new Estée Lauder product, Re-Nutriv Ultimate Diamond Transformative Brilliance Soft Crème. The company says this product produces visible age reversal starting in just 14 days. It includes Sirtivity-LP, a skincare tech based on sirtuins, the longevity-promoting enzymes that are a top research topic of celebrity longevity researcher David Sinclair.