What is NAD+ and why is it getting popular in skincare? Pros and cons of this beauty treatment

Beauty benefits of NAD+: It activates key enzymes called Sirtuins which protect our DNA from daily damage caused by UV radiation and oxidation (Image: Pexels)

• NAD+ is trending in skincare for boosting cell energy and regeneration.
• Protects skin from aging, pollution, and enhances hair and mental clarity.
• Topical NAD+ offers targeted anti-ageing benefits without invasive procedures

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From celebrity clinics to luxury serums, NAD+ has quietly moved from biohacking circles into the beauty mainstream. Once discussed only in longevity research, it is now being positioned as the next frontier in skincare. But what exactly is NAD+, and does it live up to the buzz?

The science behind the beauty trend

NAD+ may sound like another fleeting ingredient, but its relevance is rooted in biology. According to Aparna Kakrania, Co-founder of Beyond Beyond, NAD+ is the biological currency of regeneration. It is a critical coenzyme found in every living cell that acts as the primary fuel for our mitochondria. Its main job is to convert nutrients into ATP, which is the energy our cells require to function, repair, and survive.

She tells Moneycontrol, “It activates key enzymes called Sirtuins which protect our DNA from daily damage caused by UV radiation and oxidation. The issue we face is that NAD+ levels naturally plummet by nearly 50 percent as we reach middle age. This decline is a primary driver of visible ageing, leading to slower cell turnover and a loss of skin elasticity.”

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Why beauty consumers are paying attention?

For beauty enthusiasts, this multi-dimensional impact is part of the appeal. It speaks to better skin texture, improved resilience, healthier hair and even sharper focus. Kakrania says, “We are witnessing a sophisticated shift in the Indian market. The modern consumer is no longer just looking for moisture; they are looking for optimisation. NAD+ is trending because it bridges the gap between clinical medicine and luxury beauty. It appeals to the skintellectual who understands that a healthy glow is actually a sign of high cellular energy.”

The positioning has made NAD+ especially appealing to urban professionals who see skincare as part of overall wellness, not just vanity.

The promised benefits

NAD+ is not being marketed as a miracle fix but rather as a long term investment in skin and body health. It is the ultimate tool for longevity because it focuses on extending our health span, ensuring our cells function as they did in our younger years.

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According to Kakrania, “It helps the skin barrier defend itselfagainst modern urban stressors like blue light and pollution. Beyond the skin, systemic NAD+ supports hair follicle health and clears mental fatigue, replacing brain fog with sustained clarity. It is an incredible investment in your biological future, but the delivery method is key. IV drips are the gold standard for immediate absorption and are excellent for acute recovery or elite athletic performance. However, they are invasive, time consuming, and can cost upwards of ₹15,000 per session.”

Ideally, NAD+ is for busy professionals over 30 who want to maintain peak performance and aesthetic vitality. While the safety profile is excellent, those with active cancer should avoid NAD+ therapies unless guided by an oncologist, warns the expert and adds, “For everyone else, it is a powerful way to take control of how you age. Oral supplements are accessible but can struggle with absorption in the gut. This is where topical application becomes the game changer.’ It offers a targeted and luxurious way to address localised skin ageing without needles or downtime.”