Why longevity is the new luxury

What’s more desirable than a new lipstick? Living longer.” This is how a Vogue Business article sums up the latest luxury trend worldwide – wellness hacks and longevity. While Silicon Valley tech billionaire Bryan Johnson’s age-reversal experimentis a bit of a stretch, given the resources it demands, the world’s ultra rich and celebs are not that far behind when it comes to pursuing wellness and longevity. From David Beckham’s daily supplements, which now include adaptogens and super greens, Chris Hemsworth’s fitness app, which has evolved into a full-blown longevity lab, to Alia Bhatt monitoring her sleep cycle and overall wellness, celebs worldwide are opting for premium wellness hacks.And there’s more….The ‘blueprint’ for the futureThat’s Silicon Valley tech billionaire Bryan Johnson for you. The 47-year-old spends over $2 million a year and five hours a day chasing immortality. Johnson’s morning routine — from 4.30am to 10am – is packed with biohacking rituals involving serums, light therapy, Zone 2 workouts, a nutrient-rich breakfast, and sessions in a hyperbaric oxygen chamber. He not only follows every new-age wellness, fitness, and diet regimen but even had a plasma transfusion from his 18-year-old son – all to rewind his biological age to 18. While some call him a visionary, others wonder if he’s too busy trying to live forever to actually live.Longevity lingo decodedEpigenetic testing: Reveals how lifestyle choices affect gene expression. The Kardashian sisters took this test on their showNAD+ drips: These are IV infusions of the coenzyme, Nicotinamide adenine dinucleotide (NAD), is said to boost energy and support cellular repair. Janhvi Kapoor, Hrithik Roshan, Kendall Jenner, and others are known to take the dripsRed-light therapy (RLT): Exposure to light of this wavelength is said to promote collagen production, improve sleep, and speed up post-workout recovery. The wellness routine of Deepika Padukone, Priyanka Chopra and Bella Hadid includes RLTBiohacking: Upgrading the body using tech, data, and DIY science. Suniel Shetty, Jeff Bezos, Peter Thiel, and Bryan Johnson are vocal proponents; some even invest in cutting-edge biohacking venturesIce baths: A cold plunge is said to boost mood, reduce inflammation, and earn some Instagram cred. Samantha Ruth Prabhu, Cristiano Ronaldo, and others have embraced the icy dip for health and hypeInfrared sauna: A glowing sweat session for detox, muscle relief, and patience. Lady Gaga and Selena Gomez are fans of this wellness ritual“The trend took off post COVID,” says Pallav Chordia, founder & CEO of a longevity brand. “The pandemic made people value health over material things. That’s when we brought ice-bath tubs to India.” Since then, his company has collaborated with anti-ageing clinics that assess biological age through blood tests and offer targeted interventions. He added that science is catching up fast. “Ageing is often accelerated by stress, poor sleep, and improper nutrition. If a test shows your biological age is speeding up, something’s off. But you can intervene.” Pallav points out that such therapies, once reserved for elite athletes, are now being used by celebs including Shah Rukh Khan, Vijay Deverakonda, Allu Arjun, and Shilpa Shetty.BoxGene tests start at `22,000, while epigenetic age testing begins at `47,000. But prices vary depending on the company. The global biohacking market is valued at $24.81 billion in 2024 and is poised to grow at an impressive CAGR of 18.95% from 2025 to 2030* According to reports, key drivers of this growth include the rise of wearable health trackers, genetic testing kits, smart devices, and apps that monitor and analyse biometric data*80% of consumers in the US, UK, and China rank wellness as a top daily priority*Quotes:There’s a quiet crisis among mid-lifers, especially those between 45 and 55, who feel pressured to stay sexually vibrant, mentally sharp, and camera-ready. It’s a psychological treadmill– Dr Hemant Mittal, consultant psychiatristWe are living in a time when DNA mapping, genetic testing, aren’t just health trends anymore; they’re social statements – Prof Suhrita Saha, HoD Sociology, Presidency University, KolkataGyms were a luxury 30 years ago. So were aesthetic clinics. Now they’re mainstream. The same will happen to biohacking and other modern wellness therapies with time– Pallav Chordia, founder & CEO of a longevity company