In the UK, the skincare industry was valued at $17.98 billion in 2022 (£14.70 billion) according to reports and is expected to grow 5.2 per cent in the years to come.
The market is booming, and competition is fierce. In such a crowded marketplace, brands are turning to science to prove their worth. As consumers, we’re seeing the benefits of more potent, researched and efficacious ingredients.
The next one to add to your vocabulary is Nicotinamide adenine dinucleotide, or as it is more succinctly referred to: NAD - a component that’s as vital as oxygen and lauded for promoting healthy ageing.
Just emerging in the mainstream world of skincare, it has already established itself in supplements and IV drips. It’s already the star of the latest instalment of The Kardashians, where Kendall Jenner and Hailey Bieber attested to its health benefits - "I'm going to NAD for the rest of my life and I'm never going to age”, quipped wrinkle-free Bieber during an IV session.
But what actually is NAD? Board-certified Plastic Surgeon and Founder of 111SKIN, Dr Yannis Alexandrides explains, “NAD is a molecule that comes in two forms, one is NAD+ and the other one is NADH and it's a coenzyme which is found in our cells. It acts in multiple chemical reactions inside the cells. A lot of them have to do with energy metabolism and they're very important because they help create ATP, which is the energy molecule”. NAD+ is tasked with energising, structuring and repairing every cell in the body.
He stresses its importance, “Every cell has NAD. And if we didn't have any NAD, we would die immediately. However, NAD levels decline with age. And by the age of 50, it's around 50 per cent less. So, it's quite a steep decline. Trying to elevate NAD levels has anti-ageing effects and involves the improvement of the repair of DNA, the stability of the proteins and so on”.
NAD is at the forefront of the wellness revolution but it’s very much in its infancy in the skincare space. A new category of “longevity skincare” has emerged to target damaged cells which are one of the six biological causes of ageing. According to research published in the National Library of Medicine “targeting NAD+ metabolism has emerged as a potential therapeutic approach to ameliorate ageing-related disease and extend the human healthspan and lifespan”.
NAD+ as an active ingredient fuels cellular metabolism and lipid production needed to repair skin after damage from the likes of UV exposure, environmental aggressors, stress, inflammation or sleep deprivation. Reversing the effects of life, basically. It can also be used in a preventive way and to support the skin’s barrier.
Research is ongoing but dermatologists like Dr Sam Bunting believe this is a new frontier in skincare and have formulated products to replace NAD+ levels and “recharge your skin’s battery”- and the derm-led brands are producing data to support their anti-ageing claims.
These NAD+-enriched products are said to improve skin texture, minimise the appearance of fine lines and wrinkles and enhance skin’s health to leave you with a healthy, youthful appearance. Who wouldn’t want a slice of the pie?
Find out more below.
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Dr Sam Bunting Flawless Moisturiser Intense
While NAD+ products are typically expensive, Dr Sam Bunting has bucked the trend with her eponymous label. The Flawless Moisturiser Intense is a rich cream that harnesses Sunflower Shoot Extract (SSE) to boost levels of NAD+ and combines it with protective and supportive ingredients like ceramides, squalane and ectoin. This formula works to repair the skin’s barrier, calm redness and provide deep hydration – all without clogging your pores.
It has been clinically proven to repair your skin barrier after just one use and can be layered under makeup and SPF without balling. Consumer studies showed a reduction in skin cell damage in just 24 hours.
Buy now £32.00, Dr Sam Bunting
INVITY Youth Activating Instant Filler
Eugene He, Ph.D assembled a team of 14 scientists to create a range of NAD+ skincare and the result is INVITY. Through this line, you can incorporate the ingredient into your everyday routine, supporting your cells to counteract the signs of ageing.
The Youth Activating Instant Filler is a bestseller with one sold every three minutes. It comes as a box of five and mimics that of a professional facial. It is said to minimise the appearance of crow’s feet after just one hour. Alongside NAD+, the mask is infused with white snow tea and is biodegradable due to the use of upcycled banana skin.
Buy now £70.00, INVITY
Intuisse Active NAD+ Face Serum
NAD+ is featured across the Intuisse range and is chosen for its ability to renew the cells, stimulate the skin’s own collagen production and combat the appearance of fine lines and wrinkles. The brand uses a patent-pending highly absorbable form of the component and sets it alongside pomegranate enzymes to enhance the latter.
It’s a lightweight texture but is supercharged to get you results. In clinical trials, users saw a boost in radiance, an improvement in the homogeneity of complexion and more hydrated skin.
Buy now £210.00, Intuisse
INVITY Youth Activating Cream Concentrate
This is a potent concentrate that is enhanced with cosmeceutical efficacy to rejuvenate and restore your complexion. The formula is made up of a combination of regenerating NAD+ with Natinol which was chosen for its power to boost skin’s elasticity. Through continual use, you should notice an improvement in the appearance of wrinkles.
Buy now £96.00, INVITY
Intuisse Active NAD+ Eye Mask
This is a fast-acting mask from Intuisse that has demonstrated results in just 15 minutes of application. It has been designed to improve hydration, smoothness and reduce the look of wrinkles and fine lines, while also calming redness and irritation. It contains the brand’s own Active NAD+ that has a high absorption rate to encourage cell’s own renewal and sets it alongside native collagen to encourage elasticity.
Buy now £15.00, Intuisse
