InnovaDerma PLC (LON:IDP) said has launched its hair removal line Nuthing, formulated with skincare benefits and to be vegan-friendly and cruelty-free.
Chief executive Kieran Callan believes the products, which go on sale online on Wednesday (Feb 26) and will be stocked in all 800 Superdrug stores from March 11, could to shake the segment up.
WATCH: InnovaDerma PLC launches new range of hair removal products 'Nuthing'
“Nuthing has the potential to disrupt a large market which has lacked innovation over the years and there is limited choice on the high street if you are seeking to buy hair removal products which are effective, smell fantastic, and are quick and painless,” he explained.
“Our range of waxes, removal gels and shave and shower sorbet have been formulated and attractively packaged to appeal a wide demographic and we are confident that it will deliver long-lasting results."
The new range is much less seasonal in nature than InnovaDerma’s top-selling SkinnyTan brand; however, the firm’s consumer research shows us that self-tanners are also “strong purchasers” of hair removal products. So, there is the opportunity for to cross-target promotions.