InnovaDerma PLC (LON:IDP) is set to launch a new category and brand in 800 Superdrug stores that could eventually generate sales of up to £80mln a year.
The exact details are being kept under wraps until closer to launch date.
However, the maker of the popular Skinny Tan range said it and the retailer’s efforts will be focused on the “topical side of the business”.
InnovaDerma said the skin-care category will be launched with an initial nine products, known as stock-keeping units.
InnovaDerma's chief executive Kieran Callan added: “Our new brand has been formulated and packaged with the intention to disrupt a large, previously underinvested category.
“[It] additionally presents a significant opportunity for us to cross-sell to our large DTC consumer base as consumers of self-tan are high purchasers of these type of products.
“Continuous innovation is fundamental to growing our business and we believe our new brand will be a driver for future growth."