Xeomin is on a roll: The anti-wrinkle injectable, which debuted in 2011 as a treatment for moderate to severe glabellar lines (frown lines) has now received FDA approval for a new expanded indication that includes treating upper forehead wrinkles and crow’s feet at the same time.
The Merz Aesthetics brand made the announcement Tuesday after two clinical trials and two double-blind, placebo-controlled studies.
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“The FDA’s approval of this new indication is another example of how we continue to innovate to meet consumer needs,” Roberto Casas, vice president of U.S. marketing for Merz Aesthetics, told WWD exclusively. “Consumers today are looking for beauty options where less is more. Unlike other toxin treatments, we use our proprietary technology to remove all of the unnecessary ingredients in Xeomin, leaving only the ingredients essential to the treatment and reducing the chance of treatment resistance.”
According to the brand, Neurotoxin’s dual-filtered formula is enhanced in purity through a proprietary Extract Technology process.
Recommended dosages for the new indications include 20 units for frown lines, 20 units for horizontal forehead lines, and 24 units for crow’s feet.
The expansion of indications comes in tandem with the brand’s strategy to gain support from younger generations. In 2022, Xeomin launched the multi-channel “Beauty on Your Terms” campaign. Ambassadors include Joe Jonas, Teyana Taylor and Christina Aguilera. Demi Lovato joined the lineup last March.
“Xeomin is resonating with consumers who want natural results and care about what’s in the products they use, like current brand partner Demi Lovato,” Casas said.
Anti-wrinkle injections continue to grow in popularity: According to the American Society of Plastic Surgeons, which represents 92% of board-certified plastic surgeons in the U.S., a study evaluating all procedures performed in 2023 found that there were more than 4.7 million procedures using neuromodulators (such as Botox, Dysport, Xeomin, Jeuveau, and Daxify), a 6% increase from the previous year.
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