For years, skincare has revolved around what could be seen immediately – brighter complexion, fine lines softened, pigmentation corrected, fewer marks left behind after a breakout. The industry trained us to look at skin almost entirely through the lens of correction. Fix the visible problem and move on.
But increasingly, beauty is beginning to borrow from the language of longevity science, a space once confined to medical research, Silicon Valley biohackers, and wellness obsessives willing to spend eye watering sums on IV drips and supplements. What was once a niche has become mainstream conversation. Molecules like collagen, peptides, and NAD+ have moved from research papers into everyday wellness vocabulary, and suddenly we see people discussing cellular repair over coffee.
And of all the ingredients currently crossing over into skincare, NAD+ may be the most significant. Short for Nicotinamide Adenine Dinucleotide, NAD+ is a coenzyme found in every living cell. Its role is fundamental. It helps cells produce energy, repair damage, and continue functioning efficiently. In skin, that translates to regeneration, resilience, recovery, and the ability to withstand environmental stress over time.
The reason scientists are so interested in NAD+ is because its levels decline with age. And when that decline begins, the skin does not just age visually, it becomes less efficient at doing the things it once did effortlessly. Recovery slows, inflammation stays longer, skin loses some of its bounce, some of its glow. Not overnight, of course. More gradually than that. But the shift is cumulative. What makes NAD+ particularly interesting is that it addresses function rather than surface appearance. It is not simply about making skin look better for a moment. It is about helping it behave better over time.
NAD+ and the Supplement Boom
Long before NAD+ entered skincare, it had already gained traction through the supplement world. NMN (Nicotinamide Mononucleotide) and NR (Nicotinamide Riboside) capsules became staples within longevity circles, marketed for everything from cellular energy to healthy ageing. Then came the visibility factor. According to Aparna Kakrania, founder Beyond Beyond, that cultural familiarity created an opening for skincare brands working in this space. “The supplement world actually gave us a head start,” she says. “When people started talking about NMN and NR capsules for energy, focus, and healthy ageing, it built a foundation of awareness around NAD+ as a molecule. And then you had A-listers globally taking it further with NAD+ IV drips, using them for cellular recovery, energy, and longevity. That kind of visibility at the highest levels of wellness culture accelerated the conversation significantly.”
Consumers who were already engaging with longevity through ingestibles, she explains, intuitively understood why the same thinking could apply to skin. But there was a catch, and it is one most people do not realise. “While pills and drips are very effective at boosting NAD+ levels in the body, the skin is actually the last organ to receive nutrients delivered internally,” Kakrania says. “By the time those benefits work their way through your system, your skin is at the back of the queue. That’s exactly why topical NAD+ matters. It delivers the molecule directly to where your skin needs it.”
The science, however, is far more complicated than simply adding an ingredient into a formula and hoping for the best. NAD+ is notoriously unstable. Exposure to light, air, and certain pH environments can degrade the molecule quickly. “Stability was the biggest hurdle,” Kakrania explains. “NAD+ is a fragile molecule. Most attempts at putting it into skincare end up with a product that looks good on paper but has lost its potency by the time it reaches your skin.”
The breakthrough for Beyond Beyond came through a stabilised form of NAD+ derived from sunflower shoot extract, developed through a biochemical laboratory in Switzerland. “That led us to a version of the ingredient that could actually survive the formulation process and remain active on the skin,” she says. “From there, it was about building the right supporting ingredients around it, and making sure nothing compromised its effectiveness.”
And that, really, is where the skincare industry is heading. Away from marketing-led innovation and towards formulation integrity. Consumers are far more informed than they were even five years ago. We read ingredient lists. We understand barrier function. We are sceptical of miracle claims and increasingly interested in products that support skin health over the long term.
From Anti-Ageing to Longevity
The rise of NAD+ sits within that larger shift. It also signals a broader change in how ageing itself is being understood. The phrase ‘anti-ageing’ is slowly losing relevance because it frames ageing as something to resist entirely. Longevity offers a more nuanced perspective. It is not about stopping time, but about supporting biological function for as long as possible.
Kakrania believes this is only the beginning. “We genuinely believe we’re at the beginning of a much larger shift,” she says. “Longevity science is no longer a niche conversation. It’s moving from labs and biohacker circles into mainstream awareness, and skincare is a natural part of that.”
She points to areas like mitochondrial health, inflammation, the skin microbiome, and cellular senescence as the next frontier of skincare research. And she is probably right. Already, the beauty industry is beginning to sound less cosmetic and more biological.
“NAD+ is one of the most compelling entry points into that conversation, but it’s not the whole story,” she says. “What I hope Beyond Beyond represents is not just an ingredient, but a way of thinking about skin.”
The Indian Market at an Inflection Point
While global markets have already begun to engage with longevity-driven skincare, in India, the conversation around NAD+ is still emerging, but the groundwork is already in place. Consumers are more ingredient-aware, more globally connected, and increasingly open to science-led skincare. At the same time, the supplement boom has played a crucial role in building this awareness. As NAD+ becomes more familiar through ingestibles, its transition into skincare feels less abstract and more intuitive.
Brands like Beyond Beyond are stepping into this space at a moment when curiosity is high, but understanding is still evolving. The opportunity lies not just in formulation, but in education and bridging the gap between complex science and everyday skincare.
And while it may still be in the early stages of mainstream adoption, its relevance feels less like a moment and more like the beginning of a longer, more considered evolution in beauty. And if that trajectory continues, NAD+ may not just be relevant to skincare’s present, but central to its future.
