Beyond Anti-Ageing: How CORUM’s L.O.N.G.E.V.I.T.Y. Strategy is Redefining Skin Longevity
Interview with Lisa Lien,
Director of Sales and Marketing - CORUM Inc.
Skin longevity has become a major trend in the beauty industry. How is it different from traditional anti-ageing?
Traditional anti-ageing has largely focused on correcting the visible signs such as wrinkles, sagging and uneven skin tone. Skin longevity takes a broader perspective. Rather than simply asking how we can make skin look younger, it asks how we can help skin maintain its biological functionality and resilience over time. This means looking beyond what appears on the surface and understanding the biological processes that influence how skin responds to stress, repairs itself and maintains functionality over time. This is where skin longevity represents an important evolution in skincare: from correcting the consequences of ageing to understanding and supporting the biological processes that shape how skin ages.
What inspired CORUM to develop the L.O.N.G.E.V.I.T.Y. Strategy?
While skin longevity may be a relatively new term in skincare, the science behind it is not new to CORUM. For decades, we have focused not only on visible ageing concerns, but also on understanding the biological mechanisms that drive them. We like to explain this through our Ageing Iceberg Model. Traditional anti-ageing has largely focused on what is visible above the waterline, such as wrinkles or fine lines. However, at CORUM, we have long been diving beneath the surface, exploring the cellular and molecular changes that drive these visible outcomes.
Interestingly, these “below-the-surface” mechanisms are exactly what today’s longevity science is focusing on. The scientific Hallmarks of Ageing provide a framework for understanding many of these fundamental biological changes and how they accumulate over time to influence tissue function and visible ageing. This inspired us to bring our long-standing research together through the L.O.N.G.E.V.I.T.Y. Strategy, connecting established ageing biology with targeted skincare solutions to support skin resilience throughout the ageing process. Click here to learn more: L.O.N.G.E.V.I.T.Y. Strategy
How does CORUM’s ingredient portfolio bring the L.O.N.G.E.V.I.T.Y. Strategy to life?
For us, the L.O.N.G.E.V.I.T.Y. Strategy is not simply a conceptual framework. Across our portfolio, several of our peptides already address biological mechanisms now recognized within the Hallmarks of Ageing. For example, TricollTMaddresses loss of proteostasis by supporting heat shock protein 47 (HSP47), a collagen-specific molecular chaperone that helps maintain collagen quality and homeostasis. DefensylTM targets chronic inflammation by helping regulate inflammatory responses triggered by environmental stress. And Elastyl™ supports long-term regenerative capacity, addressing functional decline associated with stem cell exhaustion by supporting fibroblast proliferation and migration. These are just a few examples of how CORUM connects specific ageing mechanisms with targeted skincare solutions.
How does the L.O.N.G.E.V.I.T.Y. Strategy translate the hallmarks of ageing into actionable skincare solutions?
The Hallmarks of Ageing provide a well-established scientific framework for understanding the biological mechanisms that drive ageing. What we do with the L.O.N.G.E.V.I.T.Y. Strategy is connect this ageing science with CORUM’s long-standing research and technologies to identify where skincare can meaningfully support these biological pathways. This is where our expertise in peptides becomes particularly relevant. CORUM’s signaling peptides act as biological signaling molecules. Rather than simply supplying nutrients to the skin, they deliver specific biological messages that influence cellular responses. For example, signaling peptides can communicate with fibroblasts to support collagen synthesis and ECM maintenance. By connecting established ageing mechanisms with targeted biological signaling, we can translate longevity science into practical skincare solutions.
With so many biological pathways involved in ageing, does an effective longevity formulation need to target all nine dimensions at once?
Not at all. We see the L.O.N.G.E.V.I.T.Y. Strategy as a flexible menu rather than a fixed recipe. The purpose of this framework is to help formulators select the biological dimensions most relevant to their product concept and consumer needs.
For example, if a formulator wants to develop a stress-recovery cream, they could select E – Elevated Inflammatory Stress, using Defensyl™ to help manage stress-induced inflammatory responses, together with T – Tired and Senescent Cells, using Quintup™ to support structural recovery and regenerative capacity under stress.
The nine dimensions therefore do not need to appear in every formula. What matters is understanding which biological mechanisms are most relevant to the desired skincare benefit and then selecting technologies with evidence that supports those targets. This flexibility allows formulators to build very different longevity concepts while remaining grounded in the same biological framework.
Can you give some examples of how specific CORUM actives target different hallmarks of ageing?
Certainly. One good example is Nutecyl™, which addresses genomic instability by helping protect cells against environmentally induced DNA damage. At just 10 ppm, it reduced UVR-induced DNA damage in keratinocytes by 96%. For epigenetic alteration, our patented ingredient Epi-On® works through epigenetic regulation. At 0.5%, it inhibited HDAC activity by 63.2% and significantly increased H4K16ac, a key marker of histone acetylation, supporting epigenetic pathways associated with healthier cellular functionality.
We are also particularly excited about mitochondrial dysfunction, an increasingly important area in longevity science. Our upcoming new product, Revityl™, addresses mitochondrial health by supporting mitochondrial biogenesis, strengthening endogenous antioxidant defense and maintaining mitochondrial performance. For example, Revityl™ restores NRF1 expression by 56%, reduces mitochondrial superoxide production by 58.2%, and enhances mitochondrial membrane potential by 49.3%.
These examples show how different CORUM technologies can address distinct but interconnected Hallmarks of Ageing with measurable biological evidence.
How do these cellular and molecular mechanisms translate into visible benefits that consumers can recognize?
This connection is essential. Longevity science should not remain an abstract discussion of cells and biomarkers. The ultimate goal is to translate healthier biological functionality into visible improvements in how skin looks, feels and recovers. A good example is QuintupTM. Beyond its molecular effects on collagen-related pathways, a clinical study conducted in subjects aged 60 and above demonstrated that 5% QuintupTM reduced neck wrinkles by 51.32% after 56 days, while barcode wrinkles were reduced by 30.58%.
We see similar connections across our portfolio, from improvements in firmness and suppleness with Elastyl™ to accelerated visible skin recovery following laser treatment with Epi-On®. For consumers, terms such as genomic stability or protein homeostasis may sound highly technical. But when these mechanisms translate into smoother, firmer and more resilient-looking skin, the value of longevity science becomes tangible.
Why are peptides particularly well suited to a skin longevity strategy?
Peptides have long been associated with collagen stimulation in anti-ageing skincare, but their potential extends far beyond this traditional role. Skin ageing involves many interconnected biological processes, which means that a longevity strategy cannot rely on a single target alone. What makes peptides particularly valuable is their versatility and target specificity. Different peptides can be developed to support different ageing-related functions. Within CORUM’s portfolio, for example, our peptides support regenerative capacity (ElastylTM), stress recovery (QuintupTM), proteostasis (NutecylTM , TricollTM), and inflammation control (DefensylTM).
For CORUM, this is a natural extension of our long-standing peptide expertise. The next generation of peptides goes beyond simply stimulating collagen. It is about delivering precise biological signals that help skin communicate, adapt, repair and maintain functionality over time.
How can formulators distinguish a true longevity concept from conventional anti-ageing claims simply repackaged with new terminology?
We believe a credible longevity concept should be built on three essential pillars: scientifically established biological targets, quantifiable biomarkers, and visible clinical results. First, the biological target should be grounded in established ageing science, such as the Hallmarks of Ageing, rather than simply attaching the word “longevity” to a conventional anti-ageing claim. Second, the biological effect should be demonstrated through measurable biomarkers. Depending on the target, these could include DNA damage, H4K16ac, HSP47, mitochondrial markers, inflammatory cytokines or other relevant biological endpoints. Finally, this biological evidence should translate into visible benefits supported by clinical validation.
When these three levels (scientific target, measurable biological evidence, and visible results) come together, longevity becomes a scientifically grounded skincare strategy rather than simply a new marketing term for anti-ageing.
What does “ageing beautifully” mean within CORUM’s skin longevity philosophy?
Ageing is inevitable, and our goal is not to stop it. For CORUM, ageing beautifully means supporting the skin’s resilience so that it can navigate the ageing process in the healthiest and most adaptive way possible. Healthy ageing is not defined simply by the absence of wrinkles. It is about helping skin maintain its ability to communicate, recover from stress, adapt to environmental challenges and preserve its biological functionality over time.
That is ultimately the philosophy behind our L.O.N.G.E.V.I.T.Y. Strategy. We are not trying to freeze skin at a particular age, but to support the biological systems that allow it to function and respond effectively throughout the ageing process. Because longevity is not about stopping skin ageing, it is about helping skin remain resilient enough to age beautifully.
