Over the past few years, the rise of GLP‑1 receptor agonist drugs such as Ozempic and Wegovy has dramatically affected the health and wellness industry —and will likely continue to do so.
The medication works to slow digestion and curb cravings, which leads to significant weight loss in a short period of time for many users.
As a result, these shoppers may seek out new health and beauty products to fit their newly slim look, but there are also new needs being created, as the use of these medications can affect their facial structure and skin quality.
To find out more about how this movement is impacting beauty innovation, we spoke to Beauty Strategist at WGSN, Pia Fisher.
Hi Pia, how are GLP‑receptor drugs impacting shoppers’ beauty and wellness needs?
Ozempic and other GLP‑1 medications aren’t just trending, they’re transforming. What began as a metabolic breakthrough is now a cultural and commercial disruptor, reshaping perceptions of weight, wellness and identity.
As weight‑loss injectables move mainstream, we’re seeing consumers reframe beauty as emotional infrastructure: a coping mechanism, a confidence amplifier and a way to stabilize their sense of self during rapid transformation.
Every category has an opportunity to pivot, expand or adapt to meet the evolving needs of GLP‑1 users. From body care that supports fast‑changing skin and post‑weight‑loss skin laxity to ingestibles that nutritionally support energy, skin and beauty from within, GLP‑1s are forcing a rethink. As side effects like hair thinning or scent sensitivity emerge, consumers will seek beauty solutions that soothe, comfort and rebuild. Cosmetics will be a source of renewed joy and visibility, empowering users to reconnect with their evolving sense of identity.
Now is the time for beauty brands to act and develop product solutions that reflect biological needs and emotional shifts, seizing the emerging opportunities of the GLP‑1 age.
What kinds of innovation are we seeing around this topic?
In practical terms, GLP‑1 usage is translating into highly specific product demands. Rapid weight loss can lead to skin laxity, facial volume shifts, dullness and hair thinning, so brands are prioritizing firming technologies, collagen‑supporting actives, barrier repair and ingredients that enhance cellular energy.
Haircare innovation is accelerating around hair loss, scalp health and density‑boosting treatments. In fragrance, behaviors are polarizing: Some consumers avoid rich gourmands when experiencing nausea or heightened scent sensitivity, while others lean into super‑sweet, dessert‑like fragrances as a food‑adjacent treat moment.
Beyond topical care, innovation is expanding into what we describe as “weight‑loss wellness companions”: supplements, electrolyte blends, vitamin patches and acupressure tools designed to mitigate side effects and support the body more holistically.
We’re also seeing brands directly call out GLP‑1‑related concerns in product copy and campaigns, while actively recruiting GLP‑1 users into clinical trials to substantiate claims against the specific skin, hair and body changes associated with the medication.
How do you think this will evolve in the upcoming years?
Adoption is already significant in the US, where roughly one in eight adults are reported to be using GLP‑1 medications, and growth is expected to accelerate across Europe and parts of Asia. As oral versions of the medication and microdosing models enter the market, the GLP‑1 movement will become further normalized within everyday routines.
This will solidify GLP‑1s not as a short‑term spike but as a structural shift, further validating the emergence of a dedicated GLP‑1 beauty and wellness category.
At the same time, we expect intensifying trend tensions. Alongside widespread pharmaceutical adoption, a counterculture will grow, appealing to pharma‑hesitant consumers. This will drive demand for natural weight‑support supplements, lymphatic tools and slower, systems‑based well-being alternatives. This is a trend we’ve dubbed “Faux‑zempic” and is one of WGSN’s top trends for 2026.
What are your key strategic takeaways for brands that may want to innovate in this space?
- Reposition beauty as emotional infrastructure. For consumers undergoing rapid body change, beauty becomes a coping mechanism, confidence amplifier and identity stabilizer, bridging the gap between physical transformation and sense of self.
- Audit your portfolio through a GLP‑1 lens. Rapid weight loss creates new needs and concerns: skin laxity, facial volume shifts, dullness and fatigue. Prioritize firming technologies, collagen‑supporting actives, barrier repair and ingredients that enhance cellular energy.
- Build “weight‑loss wellness companions.” Expand beyond aesthetics into supplements, ingestibles and tools that help mitigate side effects and support the body holistically.
- Future‑proof for the Fauxzempic countertrend. Alongside GLP‑1 adoption, a resistance movement is emerging—from “Fauxzempic” beauty hacks to slower, longevity‑led alternatives. Future‑proof by balancing quick‑fix aesthetics with sustained, systems‑based well-being.
Pia Fisher, Beauty Strategist at WGSN will present the session: “Beauty in the Age of GLP-1—The New Beauty Opportunity" at in-cosmetics Global on Tuesday, April 14, 3 to 3:45 p.m. in the Marketing Trends Theater at the Paris Expo Porte de Versailles, France.
