Former Allergan executives who today oversee operations at Evolus say Jeuveau (prabotulinumtoxinA), a 900 kDa purified botulinum toxin type A complex, is poised to challenge Botox’s aesthetic dominance.
The FDA approved Jeuveau Feb. 1, 2019, and Evolus plans to launch Jeuveau in spring 2019.
Evolus Chief Executive Officer David Moatazedi spent 13 years at Allergan before joining Evolus in May 2018. Among his roles, Moatazedi ran Allergan’s facial injectable business, including Botox, Juvéderm and Kybella.
“The last two years I was at Allergan, I was responsible for the U.S. medical aesthetics business overall and led the acquisitions of Zeltiq (CoolSculpting) and LifeCell, which brought Alloderm to the surgical franchise,” Moatazedi tells Dermatology Times.
He says there were a few things about Evolus that convinced him to make the career move. One is Evolus is an aesthetic company launching with a product that takes aim at the aesthetic market’s largest category: neurotoxins. Allergan has led the market for many years and today commands about 70% of the market share. Dysport (abobotulinumtoxinA, Ipsen) has about 20% market share, followed by Xeomin (incobotulinumtoxinA, Merz) with about 10%, according to Moatazedi.
“This market in the U.S. is probably a $1.2 billion category for neurotoxins. And it’s the number one aesthetic procedure done in the U.S.,” Moatazedi says.
Jeuveau has a strategic advantage, Moatazedi claims, because it’s aesthetic only. Since Evolus doesn’t have a reimbursed form of its neurotoxin, the company has more pricing flexibility because it’s not restricted due to government reimbursement. Evolus analysts predict Jeuveau might be from 20% to 30% less expensive than Botox, according to a January 2019 article by GlobalData Healthcare.
Focusing on aesthetics only affords Evolus a promotional edge, as well, according to Moatazedi.
“Since we don’t have a therapeutic reimbursed form of our product, we’re not held to some of the standards, including Sunshine Act or other activities as they relate to how we promote our product,” he says.
Jeuveau a Standout?
Jeuveau is the first 900 kDa molecule neurotoxin since Botox was introduced, according to Moatazedi.
“Scientifically all the other neurotoxins are formulated differently than Botox. Xeomin for example is 150 kDa molecule and Dysport is a range of molecular sizes. The 900 kDa has proven over the course of 20 years to represent the gold standard in this category,” Moatazedi.
Jeuveau is different in that it’s manufactured with Evolus’s proprietary Hi-Pure technology. What that means with regards to the product’s longevity and more might be more evident when five-month results from a head-to-head study comparing Botox to Jeuveau are published. Moatazedi says he anticipates that study will come out in a peer reviewed journal around the time of the launch.