NovaBay Pharmaceuticals Targets New Market with Antimicrobial Avenova Lid and Lash Spray for Lash Extensions

NovaBay Pharmaceuticals announced the launch of a new marketing campaign targeting the large and growing number of women who wear eyelash extensions. This campaign represents the first step in a larger growth initiative to introduce the Avenova brand to an new group of consumers.

“Years ago, we established Avenova spray as the premier antimicrobial lid and lash spray among optometrists and ophthalmologists. For the first time, we are integrating our expertise in both the pharmaceutical and beauty industries to address an entirely new customer demographic for Avenova, giving us the opportunity to expand the brand into a totally new market segment,” Justin Hall, NovaBay CEO, said in a company news release.

Many women are turning to eyelash extensions to enhance their appearance while eliminating the need for mascara. The global lash extension market is projected to grow 7.6% annually to $2.4 billion in sales by 2031 with the average customer receiving lash extension services once every 4 to 6 weeks and paying up to $200 per service. While popular for their aesthetic, lash extensions can attract oil, dust, dirt and debris that may shorten their life span, cause irritation and increase the likelihood of eye infections.

"Avenova offers an ideal and differentiated solution to these bothersome issues for lash extensions users. Unique from water-based cleansers and serums on the market, Avenova is clinically proven to kill infection-causing bacteria and removes the irritants on lids and lashes. Avenova will not damage the adhesive that holds the extensions in place and can actually prolong the life of these expensive and time-consuming beauty enhancers," according to a company statement.