Intravenous injections become relevant.
At the intersection of health and beauty, ingredients like magnesium and peptides are popular because they have positive effects when taken orally and when applied externally. Today, a new generation of ingredients (glutathione and NAD+) primarily used in intravenous infusions is getting the same treatment as brands step up their efforts to offer affordable topical versions.
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The coenzyme NAD+ gained widespread acceptance in 2023 because it improves cellular function and slows signs of aging. According to Speight, the company receives an average of 90,500 searches per month, an 11.4% increase over last year. Glutathione, an antioxidant that can treat signs of stress and brighten skin, saw similar growth with an average of 621,300 searches per month, an increase of 12.1% year-on-year. Both are considered very thoughtful compared to the other ingredients.
According to Dr. Anant Venjamuri, medical director of the Modern Health and Longevity Clinic, the shift to topical treatments is indicative of a broader trend toward healthy aging.
“The field is moving toward understanding that the same mechanisms that determine how our skin ages also affect the aging of other parts of the body,” he said.
For this reason, many want to harness the power of these longevity-focused ingredients in topical solutions.
Skincare Line Intuisse has developed a line of NAD+ products, including the Active NAD+ Eye Serum for $200 and the Active NAD+ Essential Cream for $185. According to founder Isabelle Greiner, it is the liposomal delivery system that allows NAD+ to remain stable and penetrate the skin, improving tone and reducing signs of aging.
Developing alternative forms of NAD+ is particularly important because intravenous infusions can be difficult to administer and can cost up to $1,000.
“It can go on for up to four hours and not feel great...but then it feels good,” said Ian de Havilland, founder and CEO of NADclinic, which offers a range of NAD+ treatments. Nausea and dizziness are common side effects of NAD+ injections. However, many are willing to make this trade-off because treatment can conserve energy, reduce stress, and improve overall health.
While molecular size poses a challenge for topical product formulations, more and more brands are claiming to have developed effective levels of NAD+ in products, including Nadia Skin, Codeage, and Naderma.
Glutathione, which is often found in $50 injections, is more common in the topical range and better known among health product consumers, experts say.
Moon Juice has included this ingredient in its SuperBeauty ($60), a skin-health supplement, and its G Pack ($68), a topical powder to brighten and protect the skin.
“Now we go to the races and people say, ‘Glutathione?’” “I already know everything,” said Amanda Chantal Bacon, founder of Moon Juice. [I] take the liposomal version orally. Yes, I want it on my face."
Auro Wellness also focuses on this topical ingredient in its Glutaryl ($120) and Glutaryl+ ($200) transdermal sprays, which detoxify the body and reduce the effects of oxidative stress. According to the brand, it is a stable molecule that allows absorption through the skin.
“Is there a future for intravenous glutathione?” I don't agree with this point. “I don't think it's necessary to resort to intravenous injections,” said Dr. Nayan Patel, founder of Auro Wellness and author of The Glutathione Revolution.
While glutathione and NAD+ are hot right now, experts say other ingredients are ripe for hot innovation, including highly concentrated and enhanced forms of vitamin C and peptides. Patel is currently looking for molecules that can be applied topically.