Obagi Launches NEW NU-GEN™ Cellular Renewal Serum

Obagi Medical has officially launched NEW NU-GEN™ Cellular Renewal Serum, a next-generation skincare innovation designed to bring longevity science to the forefront of aesthetic skincare.

Developed to target visible skin ageing at a cellular level, the newly launched serum is powered by AGE CTRL™ Complex is a proprietary combination of highly soluble coenzyme NAD+ alongside its direct precursors NMN and Niacinamide (NAM). The formulation has been engineered to help support skin renewal processes and visibly address the nine hallmarks of skin ageing.

According to Obagi, NU-GEN™ Cellular Renewal Serum is clinically proven to visibly rewind skin’s age by up to six years following a 12-week ageing clinical study conducted in 2025. The brand also reports clinically measured improvements in hydration within 48 hours, alongside benefits for blemish-prone skin observed over a separate 12-week trial.

The launch marks another significant step in the growing convergence of aesthetics and longevity science, as brands increasingly focus on formulations designed to support skin health and resilience over time rather than solely treating surface-level concerns.

Central to the innovation is NAD+, a coenzyme naturally found in the body that plays a key role in cellular energy production and repair. As NAD+ levels naturally decline with age, the ingredient has become an area of increasing interest across both wellness and skincare sectors. By combining NAD+ with NMN and niacinamide, Obagi aims to support visible improvements in skin texture, firmness, hydration and radiance through a science-led approach to skin longevity.

Positioned around the concept of helping skin “CTRL ageing at every stage,” NU-GEN™ reflects the wider industry movement toward preventative, regenerative and clinically backed skincare solutions.