Aramore, a performance skincare brand led by CEO Melisse Shaban, is centering its business model on NAD+ (nicotinamide adenine dinucleotide) precursor science to address cellular skin health. By focusing on topical delivery systems intended to support cellular function, the company aims to move beyond traditional anti-aging marketing, positioning itself within the broader wellness and longevity market.
The Science of NAD+ in Skincare
NAD+ is found in living cells and is involved in cellular energy and function. Aramore utilizes a topical delivery system designed to introduce NAD+ precursors to the skin. Shaban notes that while NAD+ is well-documented in medical and research communities, the challenge for the beauty industry lies in creating stable, effective delivery mechanisms that allow the body to utilize these molecules at a cellular level. The brand claims its complex, developed by a team from Harvard & MIT, is designed to increase NAD+ production within the basal layer of the skin.
Longevity vs. Anti-Aging
The shift in branding from "anti-aging" to "longevity" reflects a broader trend in the consumer wellness market. Shaban argues that the industry’s historical focus on "anti-aging" is conceptually flawed, as aging is a natural biological process. Instead, the focus on longevity emphasizes "age management" and optimizing cellular performance to maintain skin health throughout the decades.
This approach aligns with growing consumer interest in internal health markers, such as hormone levels, protein intake, and muscle health. By framing skincare as an extension of metabolic and cellular wellness, brands like Aramore are attempting to bridge the gap between clinical biotechnology and daily consumer routines.
Market Positioning and Recognition
The beauty industry has increasingly moved toward simplifying routines to a few high-performance products. Shaban advocates for a routine centered on functional, evidence-based steps: an NAD+ precursor treatment, a retinol, a moisturizer, and sunscreen.
Aramore’s growth indicates a rising market appetite for science-backed skincare. The company has received industry recognition, including being named to BeautyMatter’s NEXT50 List and receiving the Glossy Best Breakthrough Wellness Startup award. The brand has expanded its retail footprint to include Bloomingdale’s and Ulta.com.
Future of Cellular Performance
As the market for longevity-focused products matures, the integration of biotechnology into consumer goods is expected to expand. Shaban suggests that the future of the category may reach beyond the face, potentially influencing scalp care, hair health, and treatments designed to support skin barrier integrity during significant metabolic changes, such as those associated with weight loss.
The long-term viability of these products will depend on clinical differentiation. Shaban states that true scientific credibility comes from clinical differentiation—skin biopsies, cell biopsies, in vitro and in vivo studies.