Conversations about well-being are no longer just about diet, exercise and skincare. In 2025, the word dominating searches, social networks and doctors’ offices is another word: longevity. And even more so, the idea of living well, with energy, disposition and vitality, for a much longer period. In this scenario, so-called probiotic injections and infusion therapies have become champions of a movement that includes celebrities, CEOs, youth and the common public.
Luxury aesthetics gained a new status symbol. Videos of Hailey Bieber receiving the IV serum treatment have gone viral, introducing a ritual that was previously limited to backstage celebrity scenes. Rihanna, known for balancing her intense career, motherhood, and digital presence, is also often linked to IV hydration and immunity treatments. Adele, in the midst of her world tours, would resort to vitamin injections to boost energy. Chrissy Teigen and John Legend appear on international lists of proponents of drops used to help regulate sleep, mood and stress. One of the pioneers, Madonna, helped make vitamin injections synonymous with activity long before this type of treatment became widespread.
This movement symbolizes a greater change. The quest for longevity is no longer focused on appearance, but is now understood as the performance of life. The focus now is on improving metabolism, boosting immunity, facilitating recovery after periods of high demand and keeping the brain functioning at an optimal pace. Vitality Injections, composed of vitamins, antioxidants, amino acids and peptides that work directly on cellular health, reflect this new expectation. Living well is no longer just about getting through your day, it’s about achieving more with less.
Endocrinologist Derek Camargo explains that this trend responds to a tired, fast-paced, constantly connected society. “People have realized that longevity does not mean living longer years, but rather living with quality,” he says. “Vitality, stable mood, strong immunity and mental clarity have become real priorities, not just abstract desires.”
Derek closely follows the development of infusion protocols and sees the potential in them, as long as they are used responsibly. “Serum therapy is not a cosmetic accessory. It is a medical tool. It can improve deep hydration, speed up metabolism and improve energy, but it must be indicated, monitored and individualized,” he explains.
The longevity market is expected to exceed tens of billions of dollars in value in the coming years, driven by consumers who want to age with independence, vitality and emotional well-being. In Brazil, clinics and laboratories specializing in injectables, corrective molecules and regenerative therapies are recording a continuing increase in demand, a sign that this trend is here to stay.