LONDON: InnovaDerma Plc, a UK developer of beauty/personal care and life science products, has announced the launch of Nuthing, a new brand and category in hair removal.

Nuthing will initially be exclusively stocked in all of c.800 Superdrug stores from 11th March as well as being sold online and via the Company’s own DTC platform from Wednesday, 26 February. Nuthing will be launched with an initial nine Stock Keeping Units (SKU).

This innovative, new skin-care related category is much less seasonal than Skinny Tan and is complementary to our core brand. Consumer research shows us that self-tan buyers are strong purchasers of hair removal products presenting an opportunity for us to cross target promotions. Nuthing has been formulated with ingredients which are known to have skin care benefits including vitamin E, provitamin B5, almond oil and aloe vera.

Nuthing is vegan friendly, cruelty free, pleasantly scented and has eye-catching colours with a light shimmer. The new brand has been developed with the intention to disrupt a large category which, thus far, has received little innovation and investment. A comprehensive launch program has been developed including events, PR, influencer engagement and social media. Superdrug has committed to a major in store activation plan to support the launch Nuthing.

As with InnovaDerma’s leading brand, Skinny Tan, Nuthing can be extended to several other product lines in a similar manner.

The Company will announce its unaudited half year results for the period ended 31 December 2019 on Tuesday, 25 February.

Kieran Callan, CEO of InnovaDerma, said: “We are very excited about our new brand Nuthing , which was the result of feedback from retail partners and our online customers. 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. 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.”