Dr. Diamond’s Metacine is gearing up to expand its product lineup with a focus on skincare, particularly in the facial moisturizer segment, which is one of the largest in the beauty industry. Cofounded by Dr. Jason Diamond, a prominent plastic surgeon based in Los Angeles, Metacine is set to launch the Hydr/o Bioactive Hydrolipid Barrier Moisturizer. Retailing at $300, this new product will debut on the brand’s website on September 23, followed by availability in select retailers such as Bluemercury and Nordstrom in the following week. Furthermore, the product will also be listed on Amazon later this year, indicating a strategic move to reach a broader audience.
Despite a general slowdown in luxury skincare demand in the United States, Metacine is thriving. According to Mark Ferdman, the brand’s president, they are seeing a surge in both new and repeat customers. He highlights the company’s progress, stating, “The roadmap’s coming into clarity, and the teams are gelling more and more.” Although specifics on sales figures were not disclosed, industry experts estimate that the new moisturizer could potentially generate between $3.5 million and $4 million in its inaugural year, showcasing confidence in its market appeal.
The new moisturizer is inspired by Dr. Diamond’s clinical treatments, aligning with the existing product line known as the InstaFacial collection. The InstaFacial is a proprietary treatment combining laser technology, platelet-rich plasma, and microneedling to promote skin health. Dr. Jessica Combs, the cofounder and CEO of Metacine, emphasizes that skin health extends beyond surface-level concerns, reflecting a deeper understanding of dermal wellness in their product development approach. She notes consumer demand for a high-quality moisturizer and expresses the brand’s commitment to integrating clinical inspiration into their product formulation.
Formulated with an advanced blend of ingredients, the Hydr/o moisturizer features a bioactive hydrolipid infusion that includes 27 biomimetic micro-molecules, such as ceramides and plant-based cholesterol, and multiple weights of hyaluronic acid. This multifaceted approach ensures the product acts as a humectant while delivering essential fatty acids. Tammy Goodarzi, cofounder and chief brand officer, underscores that the goal is to fortify the skin barrier—something they focus on in-clinic as well. She likens the moisturizer to a raincoat for your skin, designed to complement the existing InstaFacial line.
Dr. Diamond, who regularly engages with his patients for feedback, emphasizes the importance of efficacy in skincare products. He mentions that many of his patients, who have extensive experience with luxury skincare brands, have shared their positive experiences with Metacine’s products, reinforcing the brand’s commitment to developing items that truly deliver results. The team is committed to responding to customer needs and optimizing the formulation based on real-world feedback, ensuring that each product effectively addresses specific skincare challenges.
To support the launch of the Hydr/o moisturizer, Metacine is investing significantly in marketing efforts. This will include robust digital and social media campaigns, as well as out-of-home promotions. Additionally, the brand plans to host a private event in New York to celebrate the product launch, highlighting their ambition to create buzz and foster community awareness. By merging high-quality ingredients with a clear brand message and strong marketing strategy, Metacine aims to carve out a significant position in the competitive skincare market.
