Xeomin is redefining the world of aesthetic injectables. Originally introduced in 2011 for treating moderate to severe frown lines (glabellar lines), the anti-wrinkle neurotoxin has now achieved a groundbreaking milestone. With recent FDA approval, Xeomin becomes the first and only neurotoxin cleared for the simultaneous treatment of frown lines, forehead lines, and crow’s feet, expanding its reach in the field of non-invasive aesthetic treatments.
This achievement follows extensive research, including two clinical studies and two double-blind placebo-controlled trials, solidifying Xeomin’s effectiveness and safety. The approval underscores Merz Aesthetics’ commitment to pioneering advancements in beauty and self-care solutions.
The expanded indication aligns with the brand’s strategy to engage a younger demographic. In 2022, Xeomin launched its multichannel “Beauty on Your Terms” campaign, featuring celebrities like Joe Jonas, Teyana Taylor, and Christina Aguilera. Demi Lovato joined the lineup in March 2023.
“Xeomin resonates with this consumer who, like our current brand partner Demi Lovato, is seeking natural-looking results and is mindful of what goes into the products they choose to use,” said Roberto Casas, vice president of U.S. marketing at Merz Aesthetics.
The demand for anti-wrinkle injectables continues to rise. According to the American Society of Plastic Surgery, which represents 92% of all board-certified plastic surgeons in the U.S., there were over 4.7 million neuromodulator procedures (including Botox, Dysport, Xeomin, Jeuveau, and Daxxify) performed in 2023—a 6% year-over-year increase.
Dr. Luciana Yacomotti Recommends Xeomin as a “Smart Toxin”
Dr. Luciana Yacomotti, director of GC_Skin Med Spa and former researcher at the REBAR Lab, part of the Plastic Surgery Department at UCLA, highlights Xeomin as a “smart toxin” that does not lead to treatment resistance. Its unique formulation eliminates unnecessary proteins, ensuring optimal efficacy and a lower likelihood of immune system resistance over time.
As the demand for refined and natural-looking aesthetic treatments grows, Xeomin’s latest approval places it at the forefront of modern facial rejuvenation, providing a purified, highly effective solution for those seeking a smoother, youthful appearance while maintaining natural facial expressions.
By Luciana Yacomotti
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