“To recycle and rejuvenate mitochondria”: Longevity takes the spotlight with L'Oréal's investment in Timeline
A spin-off of the École Polytechnique Fédérale de Lausanne (EPFL), Timeline was created in 2007 by Chris Rinsch (co-founder and Chairman) and Patrick Aebischer (co-founder and Chairman), to develop innovative solutions for longevity.
According to a news release from L'Oréal, Timeline has “developed a proprietary molecule, Mitopure®, whose property is to recycle and rejuvenate mitochondria, the powerhouses of cells that tend to malfunction with age.”
It said this new technology is backed by more than a decade of research by renowned scientists, multiple landmark clinical studies and an extensive patent portfolio.
The new investment will allow Timeline to further develop its technology and expand its business.
Executive VP of the L'Oréal Group and CEO of research, innovation and technology, Barbara Lavernos, said that the business has been working for more than a decade to understand this approach to beauty.
"Longevity adds a new dimension to beauty of prevention, correction and even reversal of the aging cycle of the skin, scalp and hair,” she shared. “We are delighted with our investment in Timeline, which should enable us to translate the key characteristics of longevity to skin health and beauty."
The concept of ageing is evolving
Forecasting consultancy The Future Laboratory had previously identified ‘Longevity Lifestyles’ – the growing desire among consumers to extend and optimise their lives – as one of its macrotrends in 2023.
It noted how life expectancy has been rising for the last two centuries, yet despite living longer, people aren’t necessarily enjoying the quality of life they may want, due to the prevalence of medical conditions like cancer and heart disease among older people.
“Nevertheless, the concept of ageing is evolving,” said strategic futures analyst Nina Marston in an article about Longevity Lifestyles. “Advancing technologies and changing perceptions of demographic boundaries and maturity milestones are leading to a growing acceptance that identities can shift and self-realisation can take shape on a continuum.”
She said this is fuelling curiosity and investigation into achieving optimised health and life expansion through a ‘longevity lifestyle’ approach.
This itself seems to be an extension of the ‘bio-hacking’ trend, which has become more noticeable in the beauty and wellness industries in recent years.
“As consumers take control of their ageing process, more of them are looking to the beauty, health and wellness sector for scientific solutions, and technological advances are being filtered down to the consumer level in the form of accredited and accessible long-life products and services,” Marston said.
Health and beauty businesses are now “pursuing longevity through rigorous scientific research, exploring solutions in areas such as skincare, nutrition, IV therapies, wearables, biomarker monitoring and more,” she concluded.
