This is a firm commitment initial public offering of 2,470,000 shares of common stock expected to be priced at $5.00 per share.
DERMAdoctor is an omni-channel, innovative, skincare company primarily focused on the creation of products that are designed to target common skin concerns, ranging from aging and blemishes to dry skin, perspiration and keratosis pilaris. They develop, market, distribute and sell skincare products under their DERMAdoctor® brand worldwide. All of their DERMAdoctor® products are conceived by their product design team headed by their Chief Creative Officer and founder, Dr. Audrey Kunin, who is a board-certified dermatologist. Dr. Kunin adds her unique perspective, which is incorporated in their packaging, that skincare can be both elegant and powerful. Their philosophy is to mix science and technology synergistically to provide non-irritating, effective and pleasing skincare products aimed at targeting overlooked or unfulfilled common skin concerns. All of their products are fragrance and dye free. Since 2003, they have been developing, marketing, distributing and selling an extensive array of their proprietary skincare products. Today, they produce and sell over 30 DERMAdoctor® products that account for 39 stock keeping units, or skus, at prices ranging from $22 for an antiperspirant to $95 for a Kakadu vitamin C skin product. Their products are typically grouped into families of products and include those such as Wrinkle Revenge, Ain’t Misbehavin’, Calm Cool and Corrected and KP Duty designed to improve the skin’s appearance for aging, acne, redness and keratosis pilaris, respectively. Within each family, products are typically further broken down to face, eyes, and body. The ingredients are then uniquely formulated for the resulting product subcategory. Each family of products creates opportunities for the customer to expand into different product types aimed at addressing their particular skincare problems. For example, within their KP Duty family they offer both a lotion and a scrub. Often these products are purchased together. They recently launched a third KP Duty product, the KP Duty Body Peel, providing an innovative product delivery system which should expand this family of products to a large group of current customer users.