NovaBiotics Consumer Health Limited (“NCH”), a division of NovaBiotics Limited (“NovaBiotics” or “the Company”), today announced that it has entered into a distribution agreement with Brand Creations Limited (“BCL, for the rights to commercialise and distribute Tinexyl® the Company’s breakthrough nail conditioning and hydrating product range. Brand Creations have global distribution rights, excluding those for the Caribbean and B2B sales in the UK.
Tinexyl-ER® and Tinexyl-XR® have now been launched by BCL in the U.S under the distribution agreement and the intention of both parties to move to a licence within the next twelve months. The terms of this licence have been pre-agreed and include minimum payments to NCH in addition to incentives for BCL to drive the capital value of the brand.
The BCL team have a proven track record in the DTC market, already successfully scaling multiple brands into household names via an innovative fusion of Direct Response Television (DRTV) and strategic digital marketing. These include premium health and wellness brands such as Nutribullet®, Proactiv® skin, Zumba® and Tupperware®. Brand Creations’ approach propels products into new consumer channels that amplify their reach and impact, fast-tracking traction of products across DTC and retail segments.
Andrew Malcher, Founder and Executive Chairman of Brand Creations said, “Having followed the nail disorder market for many years, we are acutely aware of the size of the opportunity that the Tinexyl® products and brand presents globally. Given our experience in successfully growing health and wellness brands across the world for over twenty years, we are confident that combining Tinexyl’s proven efficacy with our skills in marketing and distribution, both parties have an excellent chance of success. Brand Creations have spent a great deal of time evaluating the Tinexyl® opportunity, and the signing of this agreement enables us to commit fully to the project. We are now very much looking forward to working closely with NovaBiotics Consumer Health as we seek to make a significant impression on this poorly served market.”
Ian Townsend Chairman of NovaBiotics said, “We are particularly pleased that Brand Creations have come on board as their reputation and track record in the field of selling direct to consumers is exceptional. This blend of Brand Creation’s skills and Tinexyl® which benefits from over twenty years of research experience and millions of dollars of investment in the nail health space gives us every reason to be confident about the future of the product range and brand”.
Additionally, NovaBiotics have developed multiple personal care products, all of which were created in response to market demand, with Tinexyl® focused on improving the appearance and underlying condition of toenails. Toenail disorders affect around 10% of the global population, and impact as many as 40 million U.S consumers. Consumers and podiatry patients continue to seek effective solutions to toenail disorders. Tinexyl® not only rapidly corrects nail cosmetic issues to meet this market demand but is unique in providing a means to maintaining nail health long-term when incorporated into a nail care regimen.
Tinexyl® is a next-generation nail health solution. It is a range of advanced nail conditioning products comprising NovaBiotics’ proprietary conditioning TXYL polymer technology. These polymers promote rejuvenation and restoration of healthier looking and feeling nails. Tinexyl® products are unique, water-based, hydrating formulations designed to be highly compatible with nail tissue and need only be applied once-daily.
Tinexyl-ER® and Tinexyl-XR® are the consumer formulations of Tinexyl PRO®, NCH’s nail health system developed for podiatrists, foot health practitioners and nail professionals and which is currently marketed B2B in the U.K and the Caribbean. Tinexyl PRO® has been developed with support and endorsement from the Institute of Podiatrists (IoP). Gaynor Wooldridge, Executive Chair of the IoP, said, “The launch of this product is a huge breakthrough, offering an exciting, novel approach to pathological nails. Personally, my own interest lies not just in the rehydrating and moisturising aspect of the treatment for mycotic nails, but also that we would potentially have a treatment pathway to offer patients presenting with damaged, onychauxic nails; I believe this would revolutionise clinical practice within the foot health profession.”
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