GLP-1, also known as glucagon-like peptide, is a natural gut hormone that helps control blood sugar and appetite. GLP-1 drugs like Ozempic, Wegovy and Mounjaro are a class of medications that mimic the natural hormone, and their original use was to treat type 2 diabetes. These drugs are going mainstream, and consumers who can afford them are using them for off-label weight loss. According to Research and Markets, the global GLP-1 market is estimated to grow from $62.2 billion to $157.5 billion by 2035, at a CAGR of 9.7%.

These drugs cause rapid weight loss, which for some users comes with unexpected and less desirable side effects, such as an altered sense of smell and taste, sagging skin, wrinkles, muscle mass loss, and bad breath. Terms like “Ozempic smell,” “Ozempic face” and “Ozempic mouth” are being used to describe some of these conditions. However, these side effects will create opportunities for new products that address the surprising issues faced by GLP-1 users. The GLP-1 adaptation will accelerate innovation in fragrance, personal care and beauty tailored to medication users.

Ozempic Smell

GLP-1 drugs are unexpectedly altering users’ sense of smell, dubbed the “Ozempic Smell” phenomenon. Media coverage cites emerging research suggesting “Our smell can be affected by GLP-1 agonists – leading to increased or decreased sensitivity.” This research is in line with The World and Taste and Smell Association’s “Understanding Taste And Smell: In Harmony And Discord,” May 8, 2024 webinar, which identified certain conditions where medications are known to interfere with chemosensory receptors and cause diminished chemosensory acuity, distortion or loss of smell or taste.

For some GLP-1 users, a positive effect is a growing interest in gourmand fragrances. According to NielsenIQ, perfume sales are up 23% as people seek ‘sensory inputs’ they no longer get from food. Similarly, Mintel reported a 24% increase in gourmand scents. Trendalytics reported a 266% increase in social engagement for gourmand perfumes compared to last year. An Appellation article states, “One theory suggests that when sugar cravings fade, the brain may seek out scent-based ‘pleasure signals’ as a substitute. In this way, indulgent-smelling products might offer a non-caloric form of comfort or reward.”

On the flip side, some users report hyperosmia, a heightened sense of smell that can cause discomfort, nausea, vomiting or headaches. For some GLP-1 users, their favorite scents “now feel off, unfamiliar, or oddly intense.”

According to Dr. Amber Alhadeff, PhD, an associate member of Monell Chemical Senses Center, about two-thirds of patients deal with nausea as a side effect. A GLP-1 study by Rafa Khan and Richard L. Doty found that “GLP-1 drugs’ side effects, such as nausea, are greater in those with better taste and smell.” Three additional ripple effects of these medications include drier skin, body odor and sensitive skin.

Dermatologist Dr. Miriam Rehbein suggested in a consumer-focused article that “dry skin doesn’t hold onto scent as well. Perfumes with denser notes like caramel and vanilla tend to last longer and create a more enveloping experience.” Furthermore, she states, “Slower digestion can also impact body odor. Some people notice a faint eggy or sour smell through their pores or breath. A sweet perfume may help mask that.” An article in Elevated Classics Magazine suggests that these medications cause hormonal changes in insulin and cortisol levels, making the skin more sensitive to perfumes. Many women report irritation from perfumes they once enjoyed.

Fragrance Opportunities:

As GLP‑1 medications reshape sensory experiences, they are creating fragrance opportunities tailored to users’ emerging unmet needs. Expect a wave of GLP-1 targeted launches, from tailored gourmand scents and functional fragrances that ease nausea or neutralize malodors to all over deodorant sprays addressing “eggy” smells, as well as hypoallergenic and sensitive skin options.

Ozempic Skin Care Issues

A common side effect of rapid weight loss with these drugs is sagging skin, wrinkles and a reduction in muscle mass. From head to toe, GLP-users have noticed these symptoms in specific areas of the body. Many of them have earned an expanding list of nicknames such as “Ozempic face,” “Ozempic finger,” “Ozempic butt,” “Wegovy butt,” “Ozempic vulva,” “Ozempic vagina” and “Ozempic feet.”

“Ozempic face” refers to the negative side effects of weight loss, including sunken eyes, gaunt cheeks and sagging skin, which can make the user appear older and more deflated.

“Ozempic finger” refers to weight loss that results in thinner fingers and smaller wrist sizes, leading to ill-fitting jewelry that may even fall off. According to an article in the New York Post, jewelers have seen a 150% increase in requests for resizing jewelry compared to the previous year.

“Ozempic butt,” also known as “Wegovy butt,” is characterized by sagging skin pronounced around the buttocks that gives a ‘deflated’ appearance.

“Ozempic vulva” or “Ozempic vagina” describes various changes like dryness, sagging and potential laxity/weakness from muscle loss.

“Ozempic feet” refers to fat pad atrophy in one’s feet from weight loss. Additional symptoms include foot pain, an increased risk for corns and calluses, and a higher risk for foot ulcers, especially for individuals with diabetes.

Many users are happy with the weight loss, but were not prepared for the side effects of sagging skin, causing an uptick in cosmetic surgery. For example, according to the American Society of Plastic Surgeons (ASPS), roughly 2 in 5 plastic surgeons have patients on GLP-1 drugs considering or getting cosmetic surgery, with 1 in 5 already having had procedures. This accelerated weight loss is leading to demand for body contouring and facial rejuvenation. Similarly, a New York Post article discussed how clinicians are seeing rising interest in vaginal rejuvenation procedures because of GLP-1 use.

Skincare Opportunities:

These adverse side effects of these medications will create opportunities to develop various skin care products. These may include wrinkle reduction treatments and plumpers or fillers targeted to specific body parts, like the face, hands, butt and feet. I anticipate the development of creams, lotions, serums and possibly at-home treatments. Another possible application is ingestible beauty/nutricosmetics that are nutrient-dense with collagen innovations targeted at GLP-1 users. Kline+Company identified the “GLP-1 Halo Effect” as one of the company’s Professional Beauty Trends To Watch In 2026. “As next-generation GLP-1 therapies approach broader adoption, demand is expected to rise for skin-firming, collagen-support and rejuvenation solutions.”

Ozempic Mouth

GLP-1 drugs are known to disrupt the gastrointestinal (GI) system by slowing digestion. One side effect is dry mouth and bad breath, which is described as a rotten egg-like odor. This symptom has been dubbed “Ozempic mouth” or “Ozempic breath.” Tooth decay is an additional potential risk. As mentioned, some users report an altered sense of smell. Since smell and taste are intricately connected, it is no surprise that some GLP-1 users also experience a metallic or bitter taste referred to as “Ozempic Tongue.”

Oral Care Opportunities:

These GLP-1 side effects are creating new oral care needs and fresh opportunities for brands to meet them. From mouthwash and sprays to mints, chewing gum and lollipops, look for GLP-1 breath freshening products. Expect formulas to be fortified with functional ingredients such as fluoride, vitamins C, D, B, calcium and magnesium to support good oral hygiene.

Final Thoughts

GLP-1 drugs were intended to manage type 2 diabetes and aid in weight loss. The off-label use and rise in popularity as a weight loss aid are proliferating and going mainstream. GLP-1 users’ rapidly evolving tastes and behaviors are drawing heightened attention across the food and beverage landscape. Manufacturers, brands and retailers are catering to this audience through product reformulation, new nutritional profiles and adjusted portion sizes. Brands are now labeling their products as “GLP-1 Friendly.” The accelerated weight loss triggered by these medications is bringing unexpected physical side effects that most consumers did not anticipate. From altered sense of smell and taste to sagging skin and wrinkles and even bad breath, GLP-1 drugs are creating opportunities for new fragrance, personal care and beauty innovations tailored to address these unintended side effects.

As GLP-1 medications become more accessible and new applications, such as pills, hit the market, they will be even more prevalent.

“The current fervor for GLP-1RAs in the capital markets as well as in the general public, especially in terms of weight reduction, is probably going to result in overuse,” states Chun-Su Yuan, MD, PhD.

Mintel notes that personalization has emerged as a direct response to evolving consumer expectations. 62% of US beauty and personal care buyers are interested in hyper-personalized products, and 28% are willing to pay extra for them. Rising GLP-1 usage will only intensify the demand for personalization.

GLP-1 medications are complex. As GLP-1 usage continues to increase, companies will have to adapt to anticipate consumers’ unmet beauty and personal care needs.

Amy Marks-McGee is an award-winning creative marketing professional with more than 30 years of success within the fragrance and flavor industry. Her work experience includes fine fragrance, air care, and personal care marketing for International Flavors & Fragrances (IFF), Noville, and Givaudan. She has been recognized by Women in Flavor & Fragrance Commerce for the 2011 Woman of the Year Award for her excellence in marketing and leadership and she received an American Institute of Graphic Arts (AIGA) silver award for Givaudan’s ScentCast program, an annual interactive trends forecasting tool. In 2006, she founded Trendincite LLC which helps companies recognize trends early to be proactive instead of reactive to the changing consumer, anticipate consumer needs to develop better and unique products.

She is a past president of the Women in Flavor & Fragrance Commerce and most recently served on the World Taste & Smell Association board from 2023 to 2025. In addition, she is an active member of Cosmetic Executive Women.