Waldencast plc’s Obagi Medical brand introduced its NU‑GEN™ Cellular Renewal Serum on March 24, 2026. The 1‑ounce (30 ml) bottle is priced at $175 and is available for purchase on Obagi.com and Amazon.com. The serum is formulated with NAD+, its precursors NMN and niacinamide, and the proprietary AGE CTRL™ Complex, and is intended to be applied twice daily as the first step after cleansing and toning.
Clinical data released with the launch indicates that the serum can visibly rewind skin’s age by up to six years, improve skin tone evenness by 51%, and reduce visible fine lines and wrinkles by up to 30%. The product’s unique inclusion of stabilized NAD+—a molecule that is notoriously difficult to formulate—positions it as a science‑backed anti‑aging solution in a market projected to grow 15% annually through 2030.
Waldencast’s Q4 2025 and full‑year 2025 results, released on March 13, 2026, showed flat year‑over‑year net revenue and a net loss of $229.75 million, a sharp increase from the $42.44 million loss reported a year earlier. The company’s Obagi Medical segment continued to accelerate revenue, while Milk Makeup experienced softness in international markets. The new serum launch is therefore a key initiative to drive growth in a high‑margin, science‑driven product line that can help offset the broader group’s financial challenges.
Chief Marketing Officer Justin Giouzepis highlighted the serum’s innovation, noting that “we are one of the only brands, globally, that were able to formulate with NAD+ directly, which is notoriously a difficult molecule to stabilize and deliver effectively.” Founder and CEO Michel Brousset added that fiscal 2025 was a “defining year of transformation” focused on strengthening the operating platform and sharpening strategic focus to support long‑term, profitable growth.
Analysts have issued mixed views on the launch. While some maintain a “Strong Buy” stance, Telsey Advisory Group lowered its price target to $2.00 and kept a “Market Perform” rating, reflecting caution amid the company’s recent net‑loss trajectory. The launch is viewed as a strategic move to capture a growing longevity‑skincare segment and to diversify revenue streams in a competitive landscape that includes Shiseido, Clinique, Dermalogica, and Rodan & Fields.
The introduction of NU‑GEN aligns with Obagi Medical’s broader strategy to expand beyond traditional skincare into medical aesthetics, including the acquisition of U.S. rights to the Saypha line of hyaluronic acid injectable gels and FDA approval of Obagi saypha MagIQ in 2025. By adding a high‑margin, prescription‑grade serum, the brand aims to capture a new consumer segment seeking science‑backed anti‑aging solutions and to reinforce its position as a leader in professional skincare. The launch therefore represents a critical step in Waldencast’s effort to strengthen its financial position and drive future growth in a high‑growth market.
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