Cellmid signs agreement with Tru Beauty for distribution of évolis Professional in USA

SYDNEY: Cellmid Limited has signed, via its wholly owned US subsidiary, Advangen LLC., an agreement with Tru Beauty Concepts Inc. for the exclusive distribution of the évolis Professional branded anti-aging hair care products in salons in the Northeast of the US, commencing 1 August 2020 with an initial term of five years.

Tru Beauty is a premium salon distributor and national educator currently servicing 40,000 salons with 42 field staff in eleven states throughout the Northeast of the US.

Pursuant to the Agreement the Tru Beauty exclusive territory comprises of Massachusetts, Connecticut, Rhode Island, New York, New Jersey, Pennsylvania, Delaware, Maryland, Virginia, Washington DC, and West Virginia.

In addition to their field sales team, Tru Beauty operates two state of the art facilities with live streaming capabilities to improve brand education to professionals.

Cellmid’s évolis Professional products will also be listed on the Salon Interactive portal which is an ecommerce hub for hair salons across the US. Salon Interactive hosts individual salon websites, making premium hair care products available to clients of participating salons, even if they are not physically open due to the COVID-19 pandemic.

From early August, évolis Professional products will become available to all participating salons and their clients on the Salon Interactive platform.

In FY2020, consumer health sales in the US increased by 51% to $626K. The distribution Agreement with Tru Beauty is expected to deliver significant revenue growth to the US business during the second half of FY2021 through access to thousands of salons in Tru Beauty’s network, inclusion in their education classes and becoming part of the premium salon products offered through Salon Interactive.

“In our view, the partnership with Tru Beauty is a game changer for the évolis Professional brand in the US. Securing salon distribution will add scale to our US expansion and growth ambitions for the brand,” said CEO of Cellmid, Maria Halasz.