Rethinking Skincare: The Shift Toward Cellular Longevity
Melisse Shaban, a seasoned observer of the intersection between science, biotechnology, and consumer behavior, believes the beauty industry is embarking on a transformative journey. Instead of focusing solely on how youthful skin can appear tomorrow, the more critical question now is: how well can skin function over decades? This forward-looking perspective is at the heart of Aramore, the performance skincare brand Shaban leads as CEO.
Aramore distinguishes itself by embracing cutting-edge NAD+ precursor science, positioning its products as topical delivery systems that promote cellular skin health. This approach moves beyond traditional anti-aging rhetoric to focus on sustaining skin vitality and longevity. As Shaban explains, “It’s a topical delivery system, so it falls under the category of skincare, but really, what we’re doing is delivering NAD+ precursors for overall cellular health and longevity, to help consumers live better in their skin every day for the long term.”
The Science Behind NAD+ and Skin Health
Consumers today are expanding their understanding of wellness, recognizing cellular health as a vital component alongside diet, exercise, and supplements. NAD+ (nicotinamide adenine dinucleotide) is a molecule found in all living cells that plays a crucial role in cellular energy production and function. While NAD+ has long been studied in medical and research communities, the challenge has been translating this complex science into accessible skincare solutions.
“NAD+ is not new to the medical or research community,” Shaban notes. “Every living cell requires it; it’s what powers cellular renewal and maturity and turnover. The fact that these scientists were able to build a pathway to deliver a molecule down to the cellular level and have the body progressively make its own NAD+ was fascinating to me, and represented a real shift in how we think about aging and cellular performance.”
This scientific innovation is more than just a breakthrough in biology—it represents a strategic business opportunity. The skincare market is saturated with products promising superficial benefits like glow, firmness, and texture improvement. Aramore challenges this paradigm by emphasizing the importance of enhancing skin’s long-term functional performance rather than merely treating surface symptoms.
Longevity Versus Anti-Aging: A New Perspective
Longevity has become a buzzword in wellness, but Shaban is careful to differentiate it from the traditional concept of anti-aging. “I think the biggest misconception is that longevity is the new anti-aging, and it’s not,” she clarifies.
“Anti-aging as an aspiration is honestly a little silly, because if you’re not aging, you’re dead,” Shaban adds. “The concept of longevity is really about how you age; how your age management takes you through the decades so you’re getting the best out of yourself for as long as possible. I’m in my 60s, I go to the gym four times a week, I eat well, I feel as strong as I’ve ever felt. That’s about effort, discipline, the right expectations from the right science, and staying curious about what’s available to you.”
Her holistic philosophy resonates with evolving consumer attitudes, especially among women who increasingly view beauty through the lens of long-term health. Shaban highlights important biological milestones: NAD+ begins to deplete in the late twenties, hormonal shifts occur in the mid to late thirties, and these changes affect skin, hair, and overall body composition.
“Hormone replacement therapy is top of mind. Diet has changed dramatically, especially among women; we understand now that protein is critical to muscle health, muscle health is critical to bone health, and bone health is critical to longevity. There’s a real, transformative attention being paid to how we age and how we manage that process,” she says.
Building Credibility Through Science and Education
One of Aramore’s key challenges is making sophisticated science understandable and trustworthy for consumers. Shaban emphasizes that credibility must be grounded in facts and rigorous clinical evidence rather than unfounded claims.
“A lot of brands make claims and imply things about their products that have no real backing. True scientific credibility comes from clinical differentiation—skin biopsies, cell biopsies, in vitro and in vivo studies,” she explains.
Aramore’s proprietary topical delivery system sets it apart. While NR (nicotinamide riboside) is considered the gold standard precursor for NAD+, it cannot be effectively delivered to the skin, and oral ingestion doesn’t target skin cells adequately. Similarly, NMN (nicotinamide mononucleotide) does not reach the cellular level when applied in isolation.
“Our NAD+ complex was developed by a team of incredibly impressive minds in science from Harvard & MIT, and it’s clinically defensible and demonstrates more NAD+ production in the basal layer of the skin cells,” Shaban states.
Rather than oversimplifying, Aramore invests in educating consumers about the benefits of NAD+ in human terms. “Once you can see the signs of aging, it’s much harder to reverse them. Prevention is the real opportunity here, and I think NAD+ is going to do for cellular skin health what sun care has done for aging: shift our understanding of what’s actually worth protecting against,” she says.
Market Impact and Future Directions
Since its inception, awareness of NAD+ in the skincare context has grown from less than 20% to approximately 30-35% among consumers. Aramore’s momentum is reflected in accolades such as BeautyMatter’s NEXT50 List and Glossy’s Best Breakthrough Wellness Startup. The brand has also expanded retail presence, now available at Bloomingdale’s and Ulta.com.
Shaban observes a growing consumer fatigue with complex skincare routines overloaded with products. She advocates for simplicity combined with efficacy: “You can use an NAD+ precursor, a retinol, a moisturizer, and a sunscreen, and that’s really all your skin needs. At minimum, our NAD+ Cell Energizing Treatment is something every person over 25 should be using to get their skin cells performing at their peak.”
Looking ahead, Shaban envisions NAD+ as a foundational element in a broader cellular performance revolution, with applications beyond skin to scalp, hair, oral care, and even addressing visible effects from significant body changes such as weight loss related to GLP-1 treatments.
“Our product increases the thickness of the skin barrier by over 10%, which is extraordinary,” she says. “A healthy barrier keeps the good in and the bad out, and that’s critical to both skin span and health span.”
Ultimately, Shaban’s vision for Aramore is rooted in science-led innovation rather than chasing fleeting trends. “I’d like to see Aramore on the forefront — in form, in function, and in formats — of finding ways to deliver cellular performance and cellular health to all living things,” she concludes. “That’s the vision. Follow where the science takes us and keep building toward that.”
Photo credit: Aramore
For more insights on how Melisse Shaban is pioneering the future of skincare through cellular longevity, read the full article Here.
