First came Ozempic.

Then the “Ozempic face” followed.

And now, because we can’t have a new health trend without eventually getting a serum or cream for it, we have GLP-1 beauty.

Yep, I know, I've looked it up. It’s a thing. Promise.

Beauty brands are starting to create products specifically for people taking GLP-1 medications, targeting everything from loose skin and facial volume to hair shedding and collagen.

Vogue recently covered the growing category, with brands developing skincare, body care and hair products around the changes people may experience during GLP-1-assisted weight loss.

And some of this does make sense.

Losing a significant amount of weight can change how our face and body look. Hair shedding has also been reported with some GLP-1 medications, and eating considerably less can make nutrition something we need to pay a bit more attention to.

But does any of that mean we suddenly need GLP-1 skincare?

That’s where I’m not quite convinced.

Let’s start with “Ozempic face”

Not exactly a phrase I love.

It makes it sound like Ozempic is doing something very specific to your face.

In reality, losing a significant amount of weight can mean losing fat from your face too.

And unfortunately, we don’t get to choose where fat loss comes from.

Less facial volume can make things like hollowness, lines or looser skin more noticeable. 

These changes have been seen alongside significant weight loss in people using GLP-1 medications, although we’re still learning how much is down to the medication itself and how much is simply a result of losing weight.

So the changes people are noticing can be real.

They’re just a little more complicated than the phrase “Ozempic face” makes them sound.

Can a cream really fix it?

This is where the beauty marketing gets interesting.

There are now products being developed specifically for people taking GLP-1s, with plenty of talk about collagen, firmness, elasticity, and even facial volume.

Looking after your skin is never a bad idea.

If it feels dry, moisturise it. Wear your SPF. Keep doing the things that were good for your skin before GLP-1s became part of the conversation.

But a moisturiser can’t replace facial fat that has been lost during weight loss.

So before replacing your entire skincare routine with products that have “GLP-1” written on the bottle, I’d probably ask what they’re actually doing differently.

Because “made for GLP-1 users” doesn’t automatically mean “better for GLP-1 users.”

Sometimes it just means someone has just found a new money-making market.

The hair shedding is worth talking about

Hair is where things get a little more interesting.

Recent systematic reviews have found an association between some GLP-1 medications and reported hair loss, particularly semaglutide and tirzepatide.

But we don’t completely understand why it’s happening yet, and finding an association doesn’t prove the medication itself is directly causing the hair loss.

One possible explanation is the weight loss itself.

Losing a significant amount of weight can trigger telogen effluvium, where more hairs than usual move into the shedding phase.

Changes in food intake and possible nutritional deficiencies may play a part too. Researchers have suggested there could be several things going on rather than one simple explanation.

Which brings us to something considerably less glamorous than a new hair serum, but my favourite subject area.

Food.

Eating less still needs to mean eating well

GLP-1 medications can reduce appetite quite dramatically for some people.

If you suddenly don’t fancy eating very much, the quality of what you do eat becomes particularly important.

That doesn’t mean everyone taking a GLP-1 suddenly needs a cupboard full of supplements.

Yes, we know. Not exactly what you’d expect to hear from us.

But supplements are there to fill gaps, not do all the work.

Getting enough protein and a good variety of foods still matters, particularly when your portions are much smaller than they used to be.

And if you suddenly start losing a lot more hair than usual, I’d want to know why before spending £50 on something promising to grow it back.

It could be the weight loss. Nutrition might be playing a part. Or it could be something completely unrelated.

A bottle with “GLP-1 hair growth” written on the front isn’t going to tell you which one.

And while we’re talking about protein...

There’s another part of weight loss that isn’t quite as Instagram-friendly.

Muscle.

When we lose weight, we don’t necessarily lose only body fat. Some lean mass can be lost too.

Recent research suggests this isn't necessarily unique to GLP-1 medications (lean mass is commonly lost during significant weight loss generally) but it does mean preserving muscle deserves some attention. Resistance exercise and adequate protein intake are two of the main strategies researchers are looking at. 

And that matters for far more than how our body looks.

Muscle is important for strength, physical function and our health as we get older.

So if we're talking about looking and feeling well while losing weight, I'd be much more interested in whether someone is eating properly and doing some resistance exercise than whether they've bought a body cream promising to “redefine” everything.

So what would I actually spend money on?

Probably not an entirely new bathroom shelf. If your usual moisturiser works, keep it. Wear your SPF.

Pay attention to what you’re eating, particularly if your appetite has dropped considerably. Prioritise protein and a varied diet.

Keep moving and include some resistance exercise where appropriate for you.

And if you notice significant hair shedding, persistent skin changes or anything else that concerns you, speak to the healthcare professional looking after your treatment rather than assuming it’s something you need to fix in the beauty aisle.

References

• Branyiczky, M.K. et al. (2026) ‘Effects of GLP-1 Receptor Agonists on Hair Loss and Regrowth: A Systematic Review’, International Journal of Dermatology, 65(5), pp. 1030–1032.
• Burke, O.M. et al. (2025) ‘Dermatologic Implications of Glucagon-Like Peptide-1 Receptor Agonist Medications’, Skin Appendage Disorders, 11(5), pp. 416–423.
• Cedirian, S. et al. (2025) ‘Benefit-Risk Assessment of GLP-1 Receptor Agonists: Implications for Dermatologists and Plastic Surgeons’, Dermatology and Therapy.
• ‘GLP-1 therapies and hair loss: A systematic review of current evidence and implications for counseling’ (2026).
• ‘Lean Mass Changes With Incretin Therapy Versus Lifestyle Intervention: A Systematic Review and Meta-Analysis of Randomised Controlled Trials’ (2026).
• American Academy of Dermatology (2026) ‘How can GLP-1 drugs affect my skin, hair, and nails?’