More than 95% of people who looked up a moisturizer picked one that claims hydration. 18% of them said dryness was their concern. That is the whole problem of skincare ads in two numbers. The claim on the pack and…
Zsolt Farkas2026.11.05.
Longevity stopped being a trend in beauty some time ago. In 2026 it is the operating context, and INNOCOS Zurich showed what comes next and which fields longevity has worked its way into. Leaders from half-billion-ARR beauty brands, major longevity…
Zsolt Farkas2026.09.14.
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.
Vitafoods Europe 2026 has become one of the clearest indicators of where the global supplement industry is heading next. 1,400+ exhibitors, 22,000+ attendees, and brands from 160+ countries gathering around one question: what will consumers want next?For years, the category…
Zsolt Farkas2026.05.10.
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.
