Swiss Brand Loya Launches with New Take on Ageing

Longevity may be the latest buzzword in beauty, but it’s really just an evolution of what we’ve spent the past four decades calling ‘anti-ageing’. Unlike traditional skincare, which often focuses solely on reducing visible signs of ageing, longevity treatments take a more holistic approach: one focused on protection, renewal, and long-term skin health. And while many brands are capitalising on the trend, Swiss newcomer Loya is going a step further by addressing both the physical signs and emotional impact of ageing.

Rooted in biotechnology and neuroscience, Loya formulates with the belief that ageing is as much an emotional experience as it is a physical one. “Over time, we see changes in texture, firmness, and glow — but we also experience shifts in energy, mood, and just how happy we feel,” the brand said in a statement. “While the most visible signs may show up on the surface, ageing touches the inner self: body, mind, and spirit.”

Loya launches under SkyLab, a biotech wellness incubator based at Biopôle in Switzerland. Recognised by SIQT as one of the country’s top 500 most innovative companies, SkyLab partners with global scientists to develop products that merge clinical research with holistic wellbeing — giving rise to a brand that blends longevity science, emotional wellbeing, and high-performance skincare.

To counter the multidimensional effects of ageing, Loya has developed dual-action formulations that combine high-performance transdermal skincare with neurocosmetic technology to support skin and hair health and balance emotional wellbeing. This is achieved through 11 patented innovations, most notably two proprietary technologies: Microbloom-SH, a cutting-edge transdermal delivery system that enhances ingredient absorption and performance, and HappyFeelBoost, a neurocosmetic complex designed to improve mood and reduce stress with daily use.

Microbloom-SH delivers bioavailable copper tripeptides and botanical actives deep into the skin to stimulate collagen production, hydrate, and calm inflammation, while HappyFeelBoost works through the olfactory and limbic systems to centre emotions, lower stress markers, and support emotional resilience, elevating skincare into a sensory, mood-enhancing ritual.

The brand debuts with six products — the Silky Soft Plumping Cream, SupeReverse Serum, SuperCorrect Serum, Radiance Eye Cream, HealthyGlow 3-in-1 Cleanser, and Resurfacing Dew Essence — each tested in vitro (in the lab) and in vivo (on real skin) to validate efficacy across hydration, collagen synthesis, and skin barrier function.

The flagship product in the collection is the Silky Soft Plumping Cream, a moisturiser powered by a comprehensive blend of actives designed to hydrate, firm, and brighten the skin. A natural osmolytic complex and ectoine work in harmony to deeply moisturise and plump, while argireline, a high-grade peptide, helps smooth the appearance of fine lines. Japanese ume extract supports collagen by fighting glycation and improving elasticity, tone, and texture. Copper tripeptide promotes regeneration and skin resilience, while lipophilic vitamin C targets pigmentation for a more even, radiant complexion.

Also central to the collection is the SupeReverse Serum, a lightweight, fast-absorbing formula that delivers intensive hydration and skin-renewing benefits. At its core is 4D hyaluronic acid, a complex that quenches skin at multiple levels for immediate and lasting moisture. Ectoine strengthens the skin barrier, while Japanese ume extract, copper tripeptide, and argireline enhance firmness, smooth skin, and help reduce the appearance of fine lines. Ideal for layering, the serum enhances bounce and luminosity over time, leaving skin visibly refreshed and revitalised.

Loya is now available exclusively at loya.life, shipping to both UK and US customers, with products priced from £50 to £210 ($66 to $277).