Obagi Medical, a Waldencast plc brand, announced the launch of the ALOHA (Aesthetic Leadership with Obagi Hyaluronic Acid) Program on January 21 2026. The program is designed to accelerate the commercial rollout of Obagi’s first FDA‑approved hyaluronic acid filler, Obagi saypha MagIQ, by gathering real‑world data from a network of aesthetic practices.
The ALOHA program pairs participating clinics with a structured clinical collaboration that collects standardized feedback from injectors and practice owners. Data on product performance, safety, and patient satisfaction will be used to refine post‑launch education, scientific content, and broader adoption strategies, positioning Obagi to capture a larger share of the U.S. dermal filler market and strengthen its integrated skincare‑aesthetics offering.
Obagi saypha MagIQ received FDA approval on September 10 2025 and is slated for a 2026 U.S. launch. The U.S. dermal filler market is projected to reach approximately $4.2 billion by 2029, placing Obagi in direct competition with established players such as Allergan’s Juvéderm and Galderma’s Restylane. The product’s proprietary MACRO Core Technology promises consistent gel distribution and predictable injection force, differentiating it in a crowded market.
Strategically, the launch expands Obagi from a skincare‑centric brand to a full‑fledged aesthetics portfolio, aligning with Waldencast’s platform strategy of acquiring and scaling purpose‑driven brands. By integrating an injectable line, Waldencast can cross‑sell to its existing customer base, increase average revenue per customer, and create new revenue streams that complement its Milk Makeup and Novaestiq brands.
Management emphasized the program’s role in driving practice success and patient satisfaction. Drew Fine, U.S. General Manager for Obagi’s Professional Channel, said, “ALOHA reflects our commitment to launching innovation differently and supporting category growth. By gathering real‑world data across diverse practice settings, we will demonstrate how Obagi® saypha® MagIQ™ and Obagi skincare can drive practice success and patient satisfaction.” Michel Brousset, co‑founder and CEO of Waldencast, added, “The launch of this product is a catalyst for our growth as we focus on delivering synergistic skincare and injectable offerings under the trusted Obagi Medical brand.”
The ALOHA program’s data‑driven approach is expected to accelerate market penetration, reduce time‑to‑adoption for clinicians, and provide Waldencast with actionable insights to refine pricing, training, and marketing. By capturing real‑world evidence early, the company can demonstrate safety and efficacy to payers and regulators, potentially easing reimbursement hurdles and expanding its competitive moat in the high‑margin dermal filler segment.
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