Why longevity is the new luxury

Time of India

22-05-2025

What's more desirable than a new lipstick? Living longer.' This is how a Vogue Business article sums up the latest luxury trend worldwide –
and
. While Silicon Valley tech billionaire Bryan Johnson's
is 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.
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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….
Hrithik Roshan recently posted about getting infusions at a clinic in New York & said it felt like he was in 'a health and wellness Disneyland'
The 'blueprint' for the future
That'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
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 decoded
: Reveals how lifestyle choices affect gene expression. The Kardashian sisters took this test on their show
NAD+ 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 drips
Red-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 RLT
Biohacking: 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 ventures
Ice 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 hype
Infrared sauna: A glowing sweat session for detox, muscle relief, and patience. Lady Gaga and Selena Gomez are fans of this wellness ritual
Cristiano Rolando is known to take ice baths after intense physical activity and workouts
In July 2024, Kim Kardashian and sister Khloe took a biological age test on The Kardashians. Kim, 43, was stunned to learn Khloe, 40, had the biological age of 28 —beating her 35. Kim clapped back on Instagram, flaunting her 'athlete-grade' body fat and bone density scores, plus a peek into her in-home red light therapy bed
'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
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.
Alia Bhatt swears by her Oura Band when it comes to monitoring her overall wellness. 'It's beautiful, and I think it's been the most accurate way to monitor my sleep,' Alia told Vogue in a video
Box
Gene 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 psychiatrist
We 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, Kolkata
Gyms 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