The collaboration between industry and research company (e.g. universities), has a key role in developing both new formulation strategies and new approach to the testing of cosmetics and drugs. In particular, cruelty-free cosmetics and active principles not tested on animals are mandatory, as they are nomore accepted by the consumers and the scientific community. At this regard, Oxford scientists and the Artificial Intelligence Company Insilico Medicine are collaborating to find new alternatives to in vivo testing. One of the field investigated, is the search for biomarkers that could predict the effect of cosmetics and drugs on ageing of the skin by an «omic» approach. The initiative was called MouseAge.com.