One day, apple cider vinegar is hailed as a miracle remedy for detoxing the body. The next, it’s condemned as harmful to the stomach and a cause of nutritional deficiencies. This avalanche of conflicting information floods social media, propelled by an army of influencers claiming expertise in nutrition, fitness, and longevity.

Netflix’s documentary series Apple Cider Vinegar perfectly illustrates this trend, drawing inspiration from the true story of Belle Gibson, an Australian who falsely claimed to have cured a nonexistent brain cancer through natural remedies. Her fraud, exposed in 2015, misled thousands and highlighted the profound impact influencers have on our perception of health.

Money, money, money

The wellness and anti-aging market is a goldmine for these digital gurus. In 2023, the global anti-aging industry was valued at $55.1 billion and is projected to reach $79.3 billion by 2030.

This exponential growth is fueled by influencers who, thanks to their online presence, can earn tens of thousands of euros per sponsored post. Dr. Jimmy Mohamed (with 2 million followers on Instagram), despite being a real doctor, exemplifies this shift—spending more time on TV sets than in hospitals, showcasing how influencers have reshaped the public image of healthcare professionals.

The case of Pierre Dukan is equally telling: his diet, launched in 2001, gained worldwide popularity before leading to his expulsion from the French Medical Order in 2014. Not only was he accused of promoting his diet for commercial purposes (which is prohibited in France), but the French National Agency for Food Safety also deemed his recommendations dangerous.

Even today, many “doctors” turn their expertise into bestsellers, often without strict scientific backing. A striking example: cardiologist-nutritionist Frédéric Saldmann’s book The Best Medicine is You (2013) sold 500,000 copies. In comparison, a Goncourt Prize-winning novel barely surpasses 400,000, while the average book in France sells around 4,000 copies.

Paradoxical pressures

We live in a striking paradox: medicine and technology have never been more advanced, offering faster diagnoses and personalized treatments. Yet, we face an increasingly polluted environment and a worrying rise in certain diseases. A 2023 study published in BMJ Oncology revealed that global cancer rates among people under 50 have surged by nearly 80% between 1990 and 2019. This contrast between medical progress and environmental degradation drives individuals toward alternative solutions and significantly amplifies the influence of wellness influencers.

This fascination with wellness advice is far from trivial. In a society that moves too fast, regaining control over one’s body becomes paramount. Social media offers an illusion of closeness, and in a world overwhelmed by anxiety-inducing information, a simple and reassuring message becomes a refuge. Health and anti-aging provide fertile ground for these promises, capitalizing on the collective desire to become the best version of oneself.

However, the sheer volume of often contradictory advice leaves consumers utterly confused. Should we eliminate gluten or not? Is retinol the ultimate youth elixir or a danger to the skin? Is intermittent fasting beneficial or harmful? This overload of opinions encourages extreme behaviors, often adopted without proper discernment.

Reclaiming your own authority in the age of influencers

The impact of influencers goes beyond sharing personal experiences. By shaping trends, they transform the health industry into a massive consumer market, where every new product is hailed as the ultimate truth—until another claim overturns it. Yesterday, green tea was the unbeatable weight-loss ally; today, it’s accused of being packed with aluminum. Collagen powder was set to be the number-one anti-aging solution, only for new findings to reveal that the body struggles to absorb it.

Predictably, thousands of digital gurus dismiss scientific conclusions, accusing the scientific industry of bias. Since the 2020 pandemic, health—and especially nutrition—has become as polarizing and controversial as religion. Nearly everyone holds strong beliefs about food and medicine (vaccines, pills, antibiotics, etc.).

Many influencers push “miracle” products, promote expensive supplements, or advocate costly skincare routines, often without scientific evidence.  The result? A generation of internet users caught between a desire to improve their well-being and a constant fear of making the wrong choice.

To regain control, it’s crucial to question these media figures. Who are they, really? What are their financial interests? Are they willing to admit when they’re wrong? The influence of these personalities is so vast that diversifying sources of information and relying on scientific evidence has become essential before jumping onto the next big health trend. Trust your common sense, consult your doctor, and only follow advice that genuinely works for you (and your body)!

Picture (c) : Vogue

While today’s beauty landscape champions self-acceptance and natural aesthetics, aesthetic medicine is far from fading into obscurity. According to the International Society of Aesthetic Plastic Surgery (ISAPS), the total number of surgical and non-surgical procedures increased by 3.4% in 2023, reaching 34.9 million worldwide. Among the most popular treatments are Botox and hyaluronic acid injections, laser hair removal, non-surgical skin tightening, and non-invasive fat reduction.

Facial rejuvenation remains a top priority, but the trend is shifting towards more natural-looking enhancements, steering away from overly frozen results. The focus is now on gentler, less invasive methods. This year, three procedures, in particular, are generating buzz: salmon sperm injections, Korean silk thread lifts, and exosome therapy.

Salmon sperm injections

Celebrity-approved and social media’s latest obsession, salmon sperm injections are making waves in the beauty world. Though this Korean technique has existed since 2015, it recently made a comeback thanks to Jennifer Aniston and Kim Kardashian. In July, the reality star revealed on her show that she had tried the treatment. Then, in October 2024, Aniston confirmed on Jimmy Kimmel Live that she, too, had undergone the procedure—both praising its anti-aging effects.

Salmon sperm is said to be rich in polynucleotides, small fragments of DNA and RNA. “When injected into the skin, they stimulate the production of new blood vessels, collagen, and keratinocytes (which make up 90% of the epidermis), promoting cellular regeneration,” explains Dr. Richard Westreich, a New York-based plastic surgeon, in an interview with The Guardian. Of course, it’s not raw sperm but purified extracts. The result? Plumper, more hydrated, and visibly healthier skin.

On paper, it sounds like the ultimate anti-aging solution. However, scientific studies on its efficacy are mixed. While some report “significant improvements in skin elasticity and hydration,” others find the benefits minimal, if not negligible. As for side effects, opinions are divided. Some experts claim the treatment is safe when administered by professionals, while others report redness, bruising, or post-injection swelling.

Beyond its questionable effectiveness, this method raises environmental and ethical concerns. With salmon already at risk due to overfishing, PETA has denounced the extraction process as extremely painful for the fish. Bottom line? This trend is a hard pass.

@vakitamedia

S’injecter du sperme de saumon dans le visage, ça vous paraît fou non ? C’est pourtant la nouvelle mode en chirurgie esthétique. Une tendance qui (une fois encore) exploite les animaux.

♬ son original – Vakita – Vakita

Korean Silk Thread Lift

As the name suggests, this aesthetic treatment also hails from Korea. But unlike traditional lifts, it smooths wrinkles and signs of aging without needles. Known as the “hiko” lift, it involves infusing silk protein threads, soaked in a serum containing hyaluronic acid and marine collagen, into facial creases. The skin absorbs them instantly, delivering an immediate tightening effect.

This revolutionary approach offers several advantages. It’s non-invasive, completely painless, free from side effects, and suitable for all skin types. Silk proteins are natural and biocompatible with the epidermis.

The real wow factor? Results are visible instantly—wrinkles are filled, and skin appears firmer. Even better, just one session per year is enough to maintain long-lasting youthful effects. Still skeptical? A quick search for before-and-after photos on social media speaks for itself. While this treatment is still relatively rare in Morocco, it’s only a matter of time before it becomes widely available in aesthetic clinics. In France, several beauty institutes already offer the hiko lift.

Exosome Therapy

Here’s another game-changing innovation—one that doesn’t involve injections. Meet exosome therapy. While still relatively unknown in France and Morocco, this treatment is booming in South Korea and the U.S., with a certain celebrity leading the charge… Yes, Kim Kardashian (again!). Exosomes are naturally occurring components in the body that facilitate cellular communication.

These nano-vesicles (tiny sacs) transport proteins, lipids, growth factors, minerals, and vitamins, acting as messengers that promote cellular renewal. However, as we age, the number of healthy cells declines, and their communication weakens.

Exosome therapy involves applying these nano-vesicles directly to the skin to kickstart cellular regeneration. The practitioner then uses microneedling to create micro-channels, allowing the exosome-rich serum to penetrate deeply. This stimulates collagen, elastin, and hyaluronic acid production while strengthening the skin barrier.

The results? Tightened pores, smoothed wrinkles, a more radiant complexion, faded scars, and firmer skin. Unlike Botox, exosomes work on the entire skin surface for a holistic anti-aging effect. This method can also be used on the scalp to boost hair growth.

For lasting results, three to five sessions spaced 15 days apart are recommended, with maintenance every six months. Derived from plants, exosomes are suitable for all skin types and have no contraindications. The only potential side effect? Mild redness post-treatment. They can even be used preventatively from the age of 30. Notably, Exomide-brand exosomes have recently entered the Moroccan market and are now available through select aesthetic doctors and dermatologists.

Not ready to take the plunge? You can start with at-home skincare. Brands like Skin Diligent and Dr. Barbara Sturm now offer serums and creams enriched with plant-based exosomes—though their concentrations are significantly lower than in professional treatments.

Bonus: The Notox Trend

For those reluctant to dive into aesthetic medicine, there’s another anti-aging trend making waves: Notox—a blend of “no” and “Botox.” This approach relies on skincare and techniques that naturally stimulate cellular regeneration. Think: hyaluronic acid-, peptide-, vitamin C-, and bakuchiol-enriched cosmetics, LED light therapy, and a daily facial massage routine. Sometimes, the simplest solutions are the most effective.

Picture (c) : Vogue

 Collagen: everyone knows about it. But while we were more accustomed to finding it in the composition of our anti-wrinkle creams and serums, it is now available in ingestible forms. In liquid form, powder to dilute, capsules, or chewable candies, collagen is everywhere! This is true to such an extent that  there are even shops dedicated entirely to this trend, such as the 48 Collagen Café in Paris.

Its promises? Slowing down the appearance of wrinkles and fine lines, hydrating and firming the skin, strengthening hair fibers and nails, improving joint comfort, or even reducing certain pains. The success is such that the global collagen market, valued at nearly $5.1 billion in 2023, is expected to reach $7.4 billion by 2030 according to a study conducted by MarketsandMarkets.

 However, not all specialists are convinced of the effectiveness of this supplement, pointing out the lack of scientific studies conducted on this subject. Moreover, it is possible to stimulate the natural production of collagen by adopting simple habits.

What is collagen?

Let’s start with a little reminder. Present  at over 30%, collagen is the most abundant protein in the human body. It is found notably in bones, cartilage, teeth, skin, tendons and ligaments, muscles, as well as blood vessels. Collagen is responsible for tissue cohesion. It plays an important role in the structural support of the body, prevents joint wear and tear, ensures the strength of blood vessels, skin firmness and elasticity, as well as wound healing. It is therefore essential.

Unfortunately, from the age of 25, the synthesis of collagen by our body decreases by about 1.5% per year. This results in a progressive decrease in skin elasticity and radiance, the appearance of fine lines, and some joint pain. Although this is a natural aging process, it can be accelerated by daily aggressions such as UV rays, pollution, poor lifestyle habits, smoking, and alcohol. Therefore, in an attempt to slow down the degradation of collagen and firm up tissues as much as possible, cosmetic brands are increasingly incorporating this protein into their products.

The dietary supplement trend

While collagen-enriched cosmetics have been on the market for several years, the consumption of dietary supplements is quite recent. This trend is based on the idea that we are what we eat. Thus, ingesting collagen, in addition to applying it to the skin, would offer better results. Many celebrities are also hooked on it. Jennifer Aniston, for example, consumes it daily, in the form of powder diluted in her favorite drinks.

The success is such that more and more brands are developing their own products (such as Atelier Nubio, D-Lab Nutricosmetics, Solgar, Vital Proteins, Aime, and more). Moreover, a study by the Mordor Intelligence agency estimates that sales of collagen-based dietary supplements are expected to reach $8.59 billion by 2029 (compared to $5.94 billion in 2024). Faced with this enthusiasm, one is tempted to think that customers are experiencing real benefits since they are increasingly consuming them.

@vitalproteins

Shoutout to #JenniferAniston for describing our vibe most days… but especially today.😴 *adds collagen to that second cup of coffee* #wellnessisvital #vitalproteins #vitalproteinsUS #collagen #collagenpeptides #daylightsavings #daylightsavingstime #coffeetiktok

♬ original sound – Vital Proteins

 Proven results?

Some specialists remain cautious about the actual benefits of these products. They notably denounce the lack of conclusive results from studies and the fact that many of them are funded by the cosmetic industry. Moreover, the evidence of collagen’s effectiveness in these various reports has not been deemed sufficient by the European Food Safety Authority (EFSA), which has refused to authorize the listing of its supposed many benefits. 

As a result, dietary supplements cannot claim to contribute to maintaining good joint health, help preserve skin firmness and elasticity, or support joint regeneration. Nevertheless, all experts agree that occasionally following a collagen regimen is not harmful to health. The only reported side effects are rare intestinal disorders. Some of them even think that this supplement has potential  if the right product is chosen. Indeed, not all brands are equal.

What should you pay attention to?

First, make sure that the dietary supplement contains at least 10g of collagen per daily dose. It should also be hydrolyzed to be effective. This indicates that it has been broken down into small molecules, which are more easily absorbed by the body. However, it is impossible to predict where the body will use these amino acids. Even if the supplement promises to act on signs of aging on the face, the body will use the supplement  where it needs it most.

Keep in mind that collagen is an animal protein. It is found in bone broth, meat, fish, and egg whites. So, if the supplement claims to have a 100% plant-based collagen origin, know that this is not possible.

Finally, like any dietary supplement, collagen supplements can only be effective if taken as part of a healthy lifestyle. Excessive consumption of sugar, alcohol, and tobacco is responsible for premature aging of the skin and the body. Moreover, the more toxins there are in the body, the less the intestinal mucosa will be able to absorb good things, including collagen. Therefore, aim for a balanced diet (favoring proteins like meat, chicken, and eggs, naturally rich in collagen), engage in regular physical activity, and protect yourself from UV rays daily. 

According to specialists, these good habits are enough to stimulate the body’s natural production of collagen. But there’s nothing stopping you from occasionally taking dietary supplements if you wish. However, be careful not to consume them if you are pregnant or breastfeeding, or if you have kidney or liver problems. So, miracle product or just marketing hype? We’ll let you make up your own mind.