Last year, we analyzed 500 of the best-performing supplement ads on Meta. The average top performer ran for 215 days. We did it again. This year the number is 393. In 12 months, the benchmark for a winning supplement ad…
Zsolt Farkas2026.05.31.
INNOCOS Paris. April 17. A room full of founders, investors, R&D directors, and clinicians who collectively run or advise some of the most important brands and funds in this space. Across twelve hours of programming - from Euromonitor's market data…
Zsolt Farkas2026.04.26.
Most trend reports are written from press releases. This one isn't. I spent two days at in-cosmetics Global 2026 in Paris — the world's largest ingredient show — interviewing the people who actually build the science behind your favourite beauty…
Zsolt Farkas2026.04.19.
On March 19th, 2026, BeautyMatter brought together founders, retailers, investors, and operators in New York City for one day of conversations the beauty industry is actually having. Nine sessions. No BS, just pure value. Every panel was different. But one…
Zsolt Farkas2026.03.23.
UGC has become the default creative format for ecommerce paid social. In beauty and health, UGC is the trust layer between claims and conversion. But most “best practices” are still based on stories - a few winning ads, a few…
Zsolt Farkas2026.03.03.
Silicon Valley doesn’t follow longevity trends. It builds systems. The conversation moves toward tracking, optimization, integration, and systems thinking. Hayes Mansion in San Jose Between Feb 18-20, INNOCOS hosted one of the most high-signal longevity events of the year: the…
Zsolt Farkas2026.02.27.
In early 2025, Meta shifted its optimization core with what it internally calls the Andromeda architecture. A next-generation ad selection engine built around deep learning, creative signal interpretation, and context-aware delivery. This wasn’t a minor adjustment to delivery priorities or…
Zsolt Farkas2026.01.16.
This report analyzes 500 of the highest-performing paid beauty ads across Meta. We reveal which ad format and creative type dominates the top performer ads across the industry. Which brands crush it and why. If you're running Meta ads for…
Zsolt Farkas2025.12.09.
The INNOCOS Longevity Summit Dubai 2025, held at The Palm, brought together leading voices from dermatology, spa, retail, and wellness innovation to explore how longevity is reshaping the beauty and wellness economy in the Middle East. /This report extracts the…
Zsolt Farkas2025.11.14.
