Decoding the Psychology of Ozempic: How Beauty Is Poised To Win the GLP-1 Wave
Cue the proverbial rom-com makeover scene montage music
Each issue of Codex, written by a different member of the TRIPTK team, digs into the ephemera, artifacts, case studies, and conversations most interesting to them at the moment.
It’s for readers who want to give more to culture: to contribute vs. appropriate, embed vs. watch from afar, lead vs. follow. Join us for the ride.
Decoding the psychology of GLP-1s
GLP-1s are more than just a group of medications—they’re a zeitgeist.
The latest data shows that 1 in 8 Americans have used a GLP-1, with ~15 million currently using them. Societal weight loss may be happening at speed, but the transformation that comes with these drugs goes so far beyond the physical.
The often overlooked effect of GLP-1 use is the psychological shift that comes with rapid weight loss. For many, the experience sparks a profound mindset change:
Cue the proverbial rom-com makeover scene montage music! Users report feeling like a new version of themselves, infused with new confidence and highly motivated to extend this change to other areas of their lives.
This may manifest in exploring a new wardrobe, trying different activities, embracing a new beauty regimen, and more. The impact of these drugs is undeniable: They are changing everything, across industries, and not always in the ways you think.
One such industry is beauty. As symptoms like loose skin, premature aging, and hair loss often accompany rapid weight loss, beauty and supplement brands are responding by focusing on solutions that enhance skin elasticity and firmness.
But spoiler alert: The opportunities are much bigger than the halo of defensive treatments against side effects. A new cohort of consumers is approaching the space with a fresh perspective, carrying a GLP-endowed sense of confidence and excitement about building their new routine.
At Columbia Business School’s Future of Beauty Conference, panelists recounted stories from GLP-1 users: “I didn't engage with beauty or fashion before. It didn't feel worth it. But now, I feel like a whole world has opened up for me. I want to take advantage.”
A category that may have felt out of reach, now feels accessible. And not just accessible, but a key part of their continued reinvention and an outward reflection of their mindset transformation.
Recoding the new beauty paradigm
For a long time, beauty products were positioned as a magic wand to make the aspirational attainable—to achieve perfection in the form of a flawless, blemish-free existence. Every product, goop, and dust was another step towards the most optimized version of yourself and your face. But the current ethos of the industry is a much more welcoming place. While there’s still a ways to go, the era of full-beat glam is behind us (and I, for one, am grateful).
The growing presence of GLP-1 consumers will only accelerate the shift towards new ideals of inclusion, accessibility, health, and acceptance, as brands stuck in the early-2010s-carved-out-eyebrows era will isolate new GLP-1 beauty consumers and beyond.
Beauty is an overwhelming universe for the seasoned consumer, and even more so for the uninitiated. As GLP-1 consumers navigate this minefield, they’re also seeking personalized regimes that align with their evolving identities and aspirations.
These paradigm shifts represent an opportunity for brand builders to live up to the needs of both nascent and revitalized consumers as GLP-1s reach fever pitch. Below are three core principles for brand-building in this new era:
Build an easy on-ramp to progress
The mean age of a GLP-1 user is 46 years old. While some users have engaged with beauty their whole lives, others find their weight-loss journey sparks their first foray into beauty.
Beauty provides a platform for self-discovery and exploration—an outward reflection of their mindset transformation. The new North Star is continuous improvement: Beauty exists to bolster confidence, not cover up.
How brands are winning today
Looking in-category: Jones Road is Bobbi Brown’s new clean beauty brand centered on no-makeup makeup—and designed to excel on mature skin. With simple regimens that eschew fuss and complexity, it brings consumers into the fold at every age and encourages them to learn, play, and explore with products “as simple to use as they are to master.”
Looking outside: Peloton is determined to become the most motivating brand in the world by channeling the “motivation that moves you.” They understand that fitness journeys are highly personal. Instructors push clients to work hard, underpinned by a narrative of self-love and compassion.
Take health both seriously and playfully
In beauty, integrated health takes the shape of a multi-step skincare routine. As we ditch high-coverage in favor of natural, skin-first makeup, the line between skincare and makeup is increasingly blurred.
Consumers are no longer willing to compromise skin health for the aesthetic, armed with the knowledge that skincare = skin health = beauty. It’s healthcare that doesn’t feel clinical—it feels like self-care, a reward, not a chore.
How brands are winning today
Looking in-category: Rhode’s skincare essentials are designed to nourish the skin barrier, a clear example of skincare-first beauty. The makeup line builds on this foundation with products that not only “feel good on the skin” but are additive, furthering the mission of skin enrichment while inviting play.
Looking outside: Poppi is functional health in a very non-functional package. Hot girls have stomach problems, and this is the hot girl solution—it doesn’t scream health food, but delivers some gut benefits in a joyful and colorful package that feels like a treat. It’s a bite-sized way to take another step towards health.
Elevate beauty as a shared experience
“The girls who get it, get it and the girls who don’t, don’t.” Community is becoming table stakes as beauty brands cultivate online and offline worlds where consumers feel seen, supported, and part of a collective narrative.
This is especially pertinent for GLP-1 consumers seeking connection and shared experiences during their transformative journeys. The brands that “get it” create holistic, resonant, and authentic brand worlds where consumers feel like valued members of an exclusive club.
How brands are winning today
Looking in-category: Danessa Myricks started as a true grassroots effort before evolving into an unapologetic and authentic brand world. Supported by the DMB Angels, a crew of beauty enthusiasts who share creative looks and techniques, the brand fosters a sense of belonging and empowerment among its fans.
Looking outside: GoPro offers a passport into a vibrant creator community. Users become storytellers who share their adventures and highlight the product as central to these experiences. This emphasis on user-generated content fosters a dynamic and emotionally resonant ecosystem of collective exploration.
Earlier this year, Havas launched a first-of-its-kind consultancy service designed to deliver meaningful strategic solutions in response to the widespread impact of GLP-1s on brands across every major industry.
This is just the beginning. The debate on the enduring impact of these drugs in the relentlessly evolving landscape will and should continue. However, for industries like beauty, their existence is already reshaping expectations and redefining norms.
Worthy recommendations from Sadhana Shah
Each issue, we share a series of recommendations from our team—both cultural artifacts (podcasts, books, essays, movies, playlists) and more philosophical pursuits (questions, processes, advice).
Article? The Embryo Question & “optimizing humanity”
A deep-dive from the New York Times into the IVF experience, to explore the evolving landscape of treatments, gene selection, and what it means for future prospective parents and their choices.
Podcast? There’s Hermès… and there’s everyone else
A great podcast exploring the history & strategy of Hermès. Apparently Birkin bags are a better investment than gold??. Oh, and here’s a bonus: Good Hang with Amy Poehler for a much-needed giggle.
Watch? Black Mirror, Paul Giamatti, and loss
Be warned—the Black Mirror episode “Eulogy” (season 7, episode 5) is heartbreaking, devastating, tender, haunting, beautiful. I cried.
Advice? Are you clenching your jaw? Release it!
Not much explanation needed here. Look out your window (or someone else’s) and take a deep breath.
Links shared this month in Slack / over text / in decks
Is Ozempic Really the Reason Americans Are Snacking Less? (WSJ): “Snacking—not long ago the fastest-growing category in packaged foods—is losing steam, even as consumers bulk up on protein shakes and bars. If the trend holds, it could signal a fundamental shift in how Americans eat, and a serious challenge for food giants that spent the past decade gorging on decadent snack acquisitions.”
Why Dining Rooms Are Disappearing From American Homes (The Atlantic): “Eating is relegated to couches and bedrooms, and hosting a meal has become virtually impossible. This isn’t simply a response to consumer preferences. The housing crisis—and the arbitrary regulations that fuel it—is killing off places to eat whether we like it or not, designing loneliness into American floor plans.”
What Will We Look Like In 20 Years? (Vogue Business): “Experts predict that in 20 to 30 years, ageing will no longer be feared, as advances in regenerative medicine — from GLP-1s to cellular reprogramming — will shift the conversation from fighting ageing to designing how we age and look.”
The Ozempic effect: CPG giants are reevaluating their portfolios in response to weight loss drugs (ModernRetail): “On forums like Reddit, people who use Ozempic have said that beverages and treats like coffee or chocolate tasted differently. This phenomenon could impact Nestle, whose big revenue drivers are sweets and coffee products like Nespresso.”
Ozempic seems to curb cravings for alcohol. Here's what scientists think is going on (NPR): "Many days I don't drink at all. It's hard to explain why. Alcohol just doesn't sound as appetizing or appealing. And now my tolerance is lower, too.”
About TRIPTK & Codex
TRIPTK is a brand & innovation consultancy. We partner with leaders to decode and recode critical cultural shifts, creating brand value for today and tomorrow.
Codex is a monthly newsletter sharing the TRIPTK perspective. It’s for readers who want to give more to culture: to contribute vs. appropriate, embed vs. watch from afar, lead vs. follow.
Any outsized opinions expressed here are solely the authors and do not represent the opinion of the company. If you like this newsletter, consider subscribing – or sharing with others who might enjoy it. Feel free to comment, email, say hey, and/or send us things to read.
