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Wellness has moved from a consumer niche to a macroeconomic mandate. According to BoF and McKinsey & Co.’s The State of Fashion 2026 report, 84 percent of US consumers and 94 percent of Chinese consumers now rank wellbeing as a top or important priority in their daily lives.
As part of this new wellbeing era, and despite rising inflation, tariff turmoil and a challenging job market, 51 percent of consumers say they would spend the same or more on health and wellness, even if their discretionary income decreased — according to McKinsey’s Future of Wellness 2025 report.
This recent prioritisation points to a fundamental shift in how people — especially younger generations — think about how they spend their time, money and attention today. Wellbeing is no longer the pursuit of niche enthusiasts but has become a priority across consumer segments, directing how businesses in the beauty and aesthetics industries engage their customers.
At the forefront of this evolution is Teoxane. Founded in 2003 in Geneva by Valérie Taupin, Teoxane is an independent Swiss leader in aesthetic science and skincare, having built a reputation over the course of 20 years in specialised research in hyaluronic acid.
It has since become a global authority in both medical-grade fillers and skinboosters — selling over 40 million units worldwide — and high-performance cosmeceutical skincare.
The cornerstone of Teoxane’s innovation is its signature Resilient Hyaluronic Acid (RHA). In injectables, RHA gels are formulated for exceptional stretch, strength and resilience, moving seamlessly with facial expression. In skincare, RHA combines cross-linked hyaluronic acid with low-molecular-weight hyaluronic acid to form a protective surface mesh, delivering deep, long-lasting hydration, reinforcing the skin barrier and visibly softening fine lines.
Unlike conventional approaches that treat injectables as an adjacent category, Teoxane has integrated RHA across both, building a scientific platform that benefits patients in the clinic and consumers at home — whether or not they have ever received an injectable treatment.
This integrated offer, which views the skin as a holistic ecosystem, includes products such as the RHA Serum and the post-procedure Deep Repair Balm, ensuring the skin surface is as healthy and hydrated as the structure beneath it.
As adoption of injectables and doctor-dispensed beauty gains traction, Teoxane is positioned at the intersection of clinical expertise and consumer skincare. The company is present in more than 90 countries, with recent market introductions including India and parts of Africa, alongside longer-term opportunities in China and Brazil. Meanwhile, the United States represents a strategic growth priority.
With a clear goal to help individuals feel more themselves rather than more like someone else, the Swiss company hopes to promote a vision of beauty that is personal and rooted in health — one where clinical results are proven, look natural and boost patients’ confidence before and after their appointments at the clinic.
Now, BoF sits down with Can Ongen, Teoxane’s chief operating officer, a veteran executive with over three decades of experience leading growth and innovation in global beauty and aesthetics, to discuss how the company’s science-led platform was built to meet these shifting cultural expectations, its expanding skincare business and the opportunities ahead.
How have patient and practitioner expectations around beauty and wellbeing changed?
Over the past decade, the way people think about beauty has shifted fundamentally. Treatments that were once purely corrective are now part of a broader conversation around long-term skin health and overall wellbeing. This now integrates medical aesthetics, skincare and lifestyle.
Facial injectables are no longer only about correction, but they’ve increasingly become a tool to support skin quality over time and contribute to wellbeing, longevity and quality of life. Younger patients are arriving earlier, seeking preventative treatments that maintain hydration, radiance and resilience before visible signs of ageing appear — a philosophy that we at Teoxane call “ageing with beauty.”
Natural, healthy-looking results have become the benchmark. Patients and practitioners increasingly aim for outcomes that look undetectable and aligned with the individual. The confidence that comes from well-cared-for skin is increasingly recognised as a key component of wellness.
How has that shift influenced Teoxane’s approach and model?
Because our philosophy has always centred around long-term skin health and the full patient journey, Teoxane was well positioned to anticipate this evolution. We design every solution with pre-treatment preparation, in-clinic procedures and post-care in mind — integrating injectables and skincare into a single, complementary ecosystem. Our aesthetic skincare is not an alternative to injectables. It is an extension of the same scientific platform and a way to extend and support the results for our patients beyond the clinic.
Younger patients are arriving earlier, seeking preventative treatments that maintain hydration, radiance and resilience before visible signs of ageing appear.
What underpins this approach is our vertical integration: research, formulation and manufacturing are all handled in-house to ensure uncompromising standards of safety and quality. This end-to-end control reflects a long-standing belief that unwavering quality and scientific integrity cannot be outsourced. As such, one third of staff at our Geneva HQ work in scientific or medical roles, reflecting our commitment to evidence-based product development and practitioner education.
Why integrate injectables and skincare into a single platform?
For us, integration is a clinical necessity, not just an expansion into a new category — it’s about creating a coherent ecosystem. Injectables and skincare cannot simply co-exist; they must be designed as a single continuum. Nearly 80 percent of patients purchase professional skincare after an injectable treatment — underscoring that post-treatment care isn’t a separate transaction, but a natural extension of the clinical act. Together, they form a continuous, clinically validated approach to long-term skin health.
Skin itself doesn’t differentiate between injectables and topicals. Its hydration and repair functions work across layers, so anchoring both categories in the same scientific backbone mirrors biological reality. This allows treatments and at-home care to complement each other, delivering longer-lasting and more natural results.
Where is the most meaningful innovation happening in aesthetic medicine today?
Innovation is emerging not only in injectables and skincare individually, but at the intersection of the two. The future of aesthetics lies in systems and patient journeys, not standalone products — connecting in-clinic treatments, at-home routines, and the “in-between” phases. This approach creates real opportunities to reinforce skin quality, rejuvenation and long-term skin health.
We hold more than 180 patents and invest heavily in medical education and practitioner training. Our focus is on continuous improvement — using clinical experience to inform new skincare formulations and ensuring that practitioners and patients alike understand how to maximise their outcomes.
What does growth look like for Teoxane?
We have presence in over 90 countries and so we define responsible growth through education and scientific rigour rather than volume alone. For us, being in a market only matters if clinical standards and patient safety scale with that presence — especially as aesthetics converges more closely with wellness and health — raising expectations around experience, training and consistency.
For us, sustainable growth isn’t just about entering new markets — it’s about supporting patients responsibly, with guidance and education at every step.
In 2025, we trained more than forty-thousand healthcare professionals worldwide, collaborating closely with over 250 key opinion leaders to ensure that every market — mature or emerging — operates with the same level of clinical rigor.
One of our core expansion strategies is to focus on markets where robust clinical infrastructure can support long-term growth. Recent entries into India and Africa reflect this approach. We’ve also opened a regional academy in Thailand and continue to develop high-potential markets, including China and Brazil, with the same evidence-driven mindset.
For us, sustainable growth isn’t just about entering new markets — it’s about supporting patients responsibly, with guidance and education at every step. Ultimately, our ambition is to reinforce a vision of aesthetic medicine rooted in individuality and natural expression, grounded in the kind of science-first approach that allows patients to feel safe, confident and truly understood.
Want to dive deeper into an insight from this article? Check out The Brain of Fashion, BoF’s new generative AI tool where you can unlock BoF’s beauty archive with a single question.
This is a sponsored feature paid for by Teoxane as part of a BoF partnership.
