In a significant shift within the beauty and health landscape, the rise of GLP-1 weight loss drugs, such as Ozempic and Wegovy, has sparked a revolution in both consumer behavior and the skincare industry. As millions of Americans turn to these medications to shed pounds, they are also confronting a range of unexpected side effects, particularly in their skin's appearance. With projections estimating that 30 million people in the United States will be using weight loss drugs by 2030, according to J.P. Morgan Research, the beauty industry is responding with new products and treatments designed to address these changes.
Dr. Amanda Kahn, a New York City-based internist and longevity specialist, exemplifies this trend. After using a GLP-1 drug to lose her baby weight, Kahn later sought treatment for loose skin on her arms from plastic surgeon Darren Smith. She opted for BodyTite, a minimally invasive tightening procedure that utilizes radiofrequency. Kahn's experience highlights a growing concern among users of GLP-1 medications: the rapid weight loss can lead to skin laxity and other dermatological issues.
Experts like plastic surgeon Julius Few have noted that the impact of GLP-1 drugs on the skin is distinct and significant. "The change to the epidermis and dermis is distinct. It’s actually specific to those anatomic layers of the skin," Few stated. He explained that users often experience a loss of hydration, collagen, and elastin, leading to a rubber band-like feel to the skin. Additionally, some users report increased pigmentation and rosacea, as the drugs can affect cytokines that protect the skin from UV damage, making it more sensitive to the sun.
To mitigate these effects, cosmetic dermatologist Paul Jarrod Frank recommends that patients aim for a gradual weight loss of one to two pounds per week and maintain a high protein diet to preserve muscle mass. As the demand for solutions grows, a new category of beauty products has emerged specifically targeting the needs of GLP-1 users. Dr. Few Skincare recently launched DermaReverse, a $300 product aimed at addressing the rubber band-like effect seen in patients. This formulation includes bioavailable retinoic acid and peptides designed to stimulate collagen production.
Image Skincare has also entered the market with its Vol.u.lift GLP-1 4D Skin Rebound Complex, priced at $134. This product combines bakuchiol and hyaluronic acid to counteract the four major concerns of GLP-1 users: deflation, deep wrinkles, dehydration, and density loss. Dr. Marc Ronert, co-owner of Image Skincare, believes this category has significant growth potential, stating, "You can really expand this as a whole new category. The body is certainly next."
As brands innovate to cater to this new consumer demographic, the question of how to market these products becomes crucial. Circana's senior vice president, Larissa Jensen, noted that companies must be cautious with terminology, as some consumers may be turned off by direct references to GLP-1 in branding. However, Ronert remains optimistic, suggesting that products specifically tailored for these skin conditions will attract attention and sales.
Beyond topical products, the beauty industry is witnessing an uptick in demand for various noninvasive treatments. Skinney MedSpa founder Marisa Martino reported an increase in patients seeking dermal fillers and radiofrequency microneedling as they look for solutions to the aesthetic changes brought on by weight loss. Dr. Few emphasizes that this new patient demographic, who may not have previously considered plastic surgery, is driving a shift in treatment protocols. "This new category of patient has emerged, which is the patient who never would have gone to a plastic surgeon before," Smith remarked.
Interestingly, while there are many negative side effects associated with GLP-1 drugs, some users have reported positive changes in their skin conditions. Dr. Few pointed out that these medications were initially studied for their potential to treat chronic inflammatory skin conditions, such as psoriasis. "The data on autoimmune skin conditions is very promising. That’s an area we’re going to see more talk about treating," he said. Kahn herself noted improvements in conditions like rosacea and keratosis pilaris among users.
As the beauty industry adapts, so too do consumer spending habits. Data from Circana indicates that GLP-1 users are increasingly investing in cosmetics, skincare, and even fashion, signaling a shift in how they view themselves post-weight loss. Jensen commented, "It’s showing a consumer who’s feeling good about herself, and she’s getting out there."
However, the landscape is not entirely rosy for weight-loss drug manufacturers. Novo Nordisk, the maker of Ozempic and Wegovy, recently cut its annual sales forecast due to declining market share in the U.S., attributing it to the rise of compounded versions of its drugs being produced by pharmacies. The company now expects sales growth of 13 to 21 percent in 2025, down from a previous forecast of 16 to 24 percent. CEO Lars Fruergaard Jorgensen expressed concerns about the impact of this competition on their branded GLP-1 penetration.
In addition to Novo Nordisk’s challenges, the company is also facing competition from Eli Lilly, which produces another anti-obesity injection, Zepbound. Following a successful clinical trial of a new treatment, Novo Nordisk’s shares have experienced volatility, reflecting the competitive pressures in this burgeoning market.
As the market for GLP-1 drugs continues to expand, so too does the conversation around their side effects and the subsequent beauty trends. With innovative products and treatments emerging to address the unique needs of users, the intersection of health and beauty is set to evolve dramatically in the coming years. As Dr. Few aptly put it, "We’re only at the beginning stages of what this is going to be. There’s so much potential with where this could go."
