LSN : Daily Signals : Foresight Friday: Olivia Houghton, insights and engagement director

Fjör launches world’s first hydrolytic body moisturiser

fjör Hydrolytic® Body Moisturiser, UK

UK – Biotech-led skincare brand Fjör is launching the world’s first hydrolytic body moisturiser on 3 June 2025. The microbiome-first product, powered by 30 years of enzyme science, is designed to deliver 24-hour hydration while rebuilding the skin’s natural ecosystem.

Founded by Swedish-Singaporean Natalie Enslöw, Fjör is redefining skin health by addressing microbiome deficiency caused by over-cleansing, urban pollution and harsh skincare routines. The brand states that the release of the next-generation formula marks a pivotal step in full-body skin health.

At the heart of the innovation is the patented Hydrolytic^® Enzyme, which clears dead skin and supports beneficial bacteria. Clinical studies show it increases microbiome diversity by 38% in 28 days and strengthens the skin barrier by 29% in just one hour.

Formulated with xylitol and Japanese blood grass root extract, the moisturiser is fragrance-free, fast-absorbing and suitable for sensitive skin.

Fjör’s expansion into bodycare follows the success of its Hydrolytic^® Serum and signals a new chapter where ‘microbiome support is no longer limited to the face’.

LS:N Global has previously interviewed Enslöw and the brand’s scientific lead Mats Clarsund in our Longevity Skincare viewpoint. For deeper insight into this emerging space, explore our Skintellectual Bodycare market report, which highlights key trends and opportunities shaping the future of full-body skincare.

Strategic opportunity

Position bodycare as the next frontier in skin longevity by developing microbiome-supporting, clinically backed products for the full body, while educating consumers on why whole-body skin health matters just as much as the face

Foresight Friday: Olivia Houghton, insights and engagement director

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, insights and engagement director Olivia Houghton discusses billion-dollar beauty bets and enhanced athleticism.

: This week, news broke that Elf Beauty is acquiring Rhode for a reported £741m ($1bn, Є880m). While it’s a testament to Hailey Bieber’s rare success in building a celebrity brand that feels both streamlined and elevated, the move feels offbeat.

Rhode has been a masterclass in modern beauty-building – with a strong aesthetic identity, tightly curated, DTC-only product line and steady momentum, it stands out as one of the few celebrity brands to truly resonate. Elf, by contrast, thrives on speed and virality – its strength lies in trend agility, mass appeal and cultural boldness.

Both have carved out impressive, but fundamentally different, lanes in the beauty space. Which is why this swift acquisition, just three years into Rhode’s journey, feels risky. It threatens to dilute the very qualities that made Rhode stand out: clarity, intentionality and a carefully calibrated pace of growth.

AI imagery by The Future Laboratory, UK

: The Enhanced Games – the first global sports competition permitting performance-enhancing drugs – has announced its host city and dates, edging closer to its controversial debut. It’s little surprise the project is backed by private investors. Health optimisation is entering a no-limits era, reflected in the momentum behind longevity entrepreneurs driving initiatives such as the first US hub for experimental medical treatments.

While the Games have stirred debate – particularly in the arena of sports law – here at LS:N Global, it aligns with what we’ve long anticipated. Our Synthocene Era macrotrend explores a future in which human and artificial intelligence converge, enabling new thresholds of physical and cognitive performance. Already, this is taking shape through innovations such as infrared-enabled contact lenses, which grant wearers ‘super vision’.

Quote of the week

‘Life was never meant to be understood, it was meant to be felt’

A TikTok post via The Salty Notes that stayed with me – especially after reflecting on our recent piece about intuitive health. The Wellness Reset explores how, in an age of accelerating technologies, we’re reclaiming our innate human features. Perhaps tech isn’t just about cognitive optimisation – it’s also a tool to help us think less and feel more

Stat: British luxury experiences post-Brexit slowdown

House of Vinted, London, UK

UK – British luxury exports to the EU are on average 43% lower than they would have been without Brexit, according to new data from Walpole.

The report, conducted by Frontier Economics, reveals the sharpest declines in fashion and accessories (-64%), and home and interiors (-50%).

Launched ahead of the UK-EU summit in London, the analysis is the first to measure Brexit’s full impact on the UK’s luxury sector – a £14.6bn contributor to the economy, supporting over 450,000 jobs.

Trade delays, inconsistent EU rules, VAT refund challenges and difficulties in sending product samples are all cited as barriers. In response, many brands have opened fulfilment centres in the EU, diverting investment away from the UK.

With the British luxury sector projected to reach £125bn by 2028, ‘we cannot afford to have one arm tied behind our back,’ says Helen Brocklebank, CEO of Walpole. ‘Strong links with Europe remain essential.’

Walpole calls for policy reforms including improved VAT cooperation, simplified digital labelling and a renewed Youth Mobility Scheme with the EU.

Explore our Walpole British Luxury Summit 2025 event recap to see more industry insights.

Strategic opportunity

British luxury brands should futureproof EU market access by investing in agile, multi-market fulfilment hubs, EU-based pop-ups and digital-first brand experiences that bypass logistical bottlenecks while maintaining cultural cachet on the continent