Do you own an LED mask? Or, perhaps, a microcurrent lifting wand has become part of your morning routine, while 20 minutes before bed is now reserved for a lymphatic drainage device. Once confined to dermatology clinics and celebrity facialists’ treatment rooms, beauty devices are sitting alongside toothbrushes and serums in bathroom cabinets across the world.
According to Research and Markets, the global at-home beauty device market is currently valued at $14.4 billion, and is projected to reach $21.85 billion by 2030, fueled by consumers seeking clinic-level results without the recurring appointments and expenses. The category is also expanding rapidly thanks to a growing ecosystem of new technology, including radiofrequency devices, at-home microneedling tools, NAD+ injectable pens, and sleep tech. Many of these products are still emerging, but industry experts see this wave of innovation as the next potential “gold rush” in beauty and wellness, and are actively positioning themselves to capitalize on it.
That growing appetite is creating fertile ground for increasingly sophisticated devices, but as beauty tools edge closer to medical territory, experts warn the line between skincare and procedure is becoming harder to define. “Once you are penetrating the skin, injecting substances, creating controlled injury or trying to remodel tissue, you are no longer simply ‘doing skincare’ — you are performing a medical or quasi-medical procedure,” says aesthetic practitioner Dr. Michael Moore, who works at cult London clinic Dr. Dray. “The marketing often focuses on the device or the product, but the real value comes from the practitioner’s knowledge.”
Which technologies, then, will define the next wave of at-home beauty, and how safe and effective can they realistically be without clinical oversight?
What’s the next big thing?
NAD+
Two years ago, few would have predicted that LED masks would become as commonplace as sheet masks, yet consumers proved willing to spend. Now, the next frontier of at-home devices appears to be moving closer to medicine.
At the center of that shift is NAD+ (nicotinamide adenine dinucleotide), a naturally occurring coenzyme found in every cell of the body that plays a key role in DNA repair and cellular function. The ingredient has gained cultural momentum in recent years, amplified by figures such as Hailey Bieber, Kendall Jenner, Gwyneth Paltrow, and Jennifer Aniston. It can be taken through supplements, IV drips, or injections, and claims to boost energy, support cognitive function, improve recovery, and slow visible signs of aging.
NAD+ therapies are not FDA-approved as anti-ageing or wellness indications, and are instead offered in clinics where regulatory oversight and clinical evidence vary upon formulation and provider. As with other emerging wellness injectables, like peptides, use is often based on practitioner-led protocols and early-stage scientific research. Despite this, demand is growing: according to research firm Insights Probe, the global NAD+ market was valued at $184 million in 2022 and is expected to reach $655 by 2028, ramping up at a compound annual growth rate (CAGR) of 23.6%.
Dr. Jonathan Leary, founder and CEO of social wellness club Remedy Place, earlier this year released an NAD+ pen needle designed for at-home use. “These are practices you want to do consistently, and the people who are proactive about their health are usually proactive in life generally. They’re busy. They have a lot going on,” he adds, explaining the decision to expand beyond the clinic’s popular NAD+ IV drips. Developed in partnership with NAD Clinic, the device is positioned as one of the most potent options on the market, bringing clinical-grade NAD+ therapy into a more accessible format that can be self-administered. NAD+ used in such devices is typically synthetically produced in pharmaceutical facilities to match the body’s natural coenzyme, rather than directly derived from natural sources. It is priced from $599 per pen, and online sales have already increased 165% month-on-month.
