Ever wondered how much your daily beauty regime is worth? We’ll give you a hint.
The beauty and personal care industry is one of the largest and fastest-growing consumer markets globally, with revenues amounting to $564.4 billion in 2022, and expected annual market growth of 4.76% (CAGR 2022-2026).
While the US has the lion’s share of the industry ($88 billion in 2022), the Middle East and Africa (MEA) market was worth $33 billion as of 2021 and is expected to reach $39 billion by 2025, according to Euromonitor.
The industry is divided by category and by product types, such as haircare, skincare, bath and shower, oral care, men’s grooming, color cosmetics, and more. The antiaging products market, which falls under the skincare category, is projected to reach a revised size of $47.8 billion by 2027, growing at a CAGR of 4.9%. It is estimated to reach $0.69 billion in the MEA region.
Recently, a new approach to antiaging has been to focus on both the physical appearance and mental well-being of the consumers. This includes delaying life-altering neurological diseases such as dementia and Alzheimer’s, and, while cosmetic surgeries are still in demand, they are slowly being replaced by more advanced technologies like “antiaging pills”, DNA modification, and dealing with the psychological outcomes of aging.
One comprehensive therapy that merges biomolecular rejuvenation and emotional well-being is a novel tailor-made program called Biomolecular Restoration, or BIO-R, at Swiss treatment center The Kusnacht Practice. This program aims to maximize physical and emotional well-being while relying on molecular treatment.
EME sat down with Dr. Antoinette Sarasin Gianduzzo, founder and director of Biomolecular Restoration at The Kusnacht Practice. Dr. Sarasin completed her postgraduate studies in Human Nutrition at the renowned Swiss Federal Institute of Technology (ETH). She holds a Ph.D. from the University of Zurich’s Institute of Pharmacology and Toxicology.
We asked:
Can you explain how the aging process works on a molecular level?
Aging is linked with complex biochemistry. It is like a disease based on different chemical pathways where, on the cellular level, oxidation, inflammation- silent inflammation especially- and glycosylation cause the aging process of cells. The production of energy through the mitochondria becomes less efficient, and what are known as senescence cells, also called zombie cells, disturb the normal functioning of our body, and are also involved in aging and the risk of what we call civilization diseases. On the other hand, when we go one step deeper, there are certain enzymes and constellations which we can upgrade or downregulate, and depending on that, the cell is either in a rejuvenation status or an aging status.
Can you briefly discuss what is the core treatment of The Kusnacht Practice?
The Kusnacht Practice is a private treatment center located at Lake Zurich in Switzerland as well as in Geneva, with a treatment plan that is fully holistic for mind, body, and soul, with around 10 doctors targeting a few clients at a time. We achieve holistic healing through a unique combination of medical and psychiatric care and biomolecular restoration, alongside exceptional service, accommodation, complementary therapies, and hospitality.
We offer therapies for a variety of psychological disorders from depression, trauma, burnout, anxiety, dependency, and eating disorders to chronic pain management. The center also offers generalized well-being programs such as Biomolecular Restoration, or BIO-R, a highly effective, personalized method for detoxification, weight reduction, and anti-aging.
When clients join our BIO-R program, we first analyze the biological age through complex lab work (blood samples, urine, hair, saliva, nose swabs). Based on the results, we compose a tailored personalized reverse-aging program. We also look into epigenetic values where we can influence genetics by a change of lifestyle.
The clients are supported via a trained BIO-R chef who makes meals adapted to personal preferences, and we have a set of complementary therapists supporting the rejuvenation process through acupuncture, body balancing, and others.
Why did the team behind BIO-R choose to target the whole body, psychologically and physically? Why not limit the range of treatment to only one of these?
Because both are linked. In order to feel good, you cannot split body and mind. We also combine, with conventional medicine, our innovative medical care in psychology and psychotherapy. For example, being overweight is a condition for fast aging and early onset of diseases, and that’s why we developed a specific program combining efficient weight management with reverse-aging rejuvenation treatment.
How is The Kusnacht Practice different from other unique practices that target the body and brain? What is so special about it?
We really focus on personalization and taking into consideration the preferences of the client and the environment at home, so that we can support them sustainably. All our doctors are united in treating clients holistically. They are in a constant mode of exchanging information about the client and they have daily meetings to discuss the client’s progress so that we are able to modify the treatment hour by hour, and that, I find, is very unique.
How much does the treatment cost?
Our pricing starts at around $100,000 per week, depending on the specificity of the tailored package, and we usually recommend a stay of around six weeks for any treatment. Included in this price are the transportation, the stay in the villa, a private nutrition chef, a housekeeper, a live-in consultant, and more.
What makes you think that patients have this kind of money?
We are tackling ultra-high-net-worth individuals that don’t have such treatment in their countries and are seeking Swiss medical excellence. Our programs, particularly BIO-R, resonate very well with Arab women thanks to our philosophy of discretion.
What are the competitors of The Kusnacht Practice? Can you name a few?
Being oriented in innovative research-based medicine, and considering the way we do things, I don’t believe there are any competitors to this approach.
