InnovaDerma PLC said its two core brands, Skinny Tan and Charles + Lee are now being sold directly to consumers via Amazon in the UK and the US, having historically only been available through third parties.
“By putting in place a direct relationship with Amazon we will be able to maximise our revenues while also improving upon margins,” the beauty products group said in a statement.
InnovaDerma has also signed with talent agency Neon Management, which handles many of the UK’s top reality stars and influencers, to introduce its products to a new and younger demographic.
Blake Hughes, InnovaDerma chief executive, said: "This partnership is an important step in diversifying away from our legacy advertising providers. It not only introduces us to an important and younger consumer demographic but should also help us improve our return on advertising spend."
InnovaDerma said as part of a portfolio review it decided to sell or spin out the Prolong brand within 3-5 years and is in talks with a possible joint venture partner. Grow Lase is being discontinued following the review.
The AIM-listed group added it has also promoted Andrew Dunderdale to the board as group financial director. He joined the company in February.
Hughes said: “Our objective is clear and that is to deliver sustainable, profitable growth by being e-commerce led, core brand focused and digital marketing expert.
“Our strategic partnerships with Amazon and Neon are important parts of our strategy to strengthen profitability and ensure we efficiently maximise our exposure to relevant customer demographics.
"The company is making good progress against its transformation plan and I believe that we have the right strategy and team in place to set the business up for a stronger, more sustainable future."