Anti-wrinkle Injectable Xeomin Expands Indication for Simultaneous Treatment of Upper Facial Lines

Xeomin is making smooth moves. The anti-wrinkle injectable, which debuted in 2011 for the treatment of moderate to severe wrinkles between the frown lines (glabellar lines), received FDA approval for a new indication expansion that makes it the first and only neurotoxin that also includes simultaneous treatment of the upper forehead lines and crow’s feet.

Why Gen Z Thinks It's 'Aging' Faster Than Millennials, Explained: Stress, Skin Care Faux Pas and Injectables Gone Wrong

The Merz Aesthetics brand made the announcement on Tuesday, following two clinical studies and two double-blind placebo-controlled studies. It is now the first and only

“The FDA’s approval of this new indication is another example of how we are innovating to meet the needs of consumers,” Roberto Casas, Merz Aesthetics vice president U.S. marketing, exclusively told WWD. “Today’s consumer is seeking less is more beauty alternatives. Unlike other toxin treatments, we filter out all of the unnecessary ingredients in Xeomin using proprietary technology, so we’re left with only the ingredients essential for treatment, reducing the potential for treatment resistance.”

According to the brand, neurotoxin’s double-filtered formula enhances its purity through its proprietary Xtract Technology process.

The recommended dosages for the new indication includes 20 units for frown lines, 20 units for horizontal forehead lines and 24 units for crow’s feet.

Botox to Stop Sweating Is Coming in Hot Amid Recent Heat Waves

The expanded indication comes in tandem with the brand’s strategy to court a younger demographic . In 2022, Xeomin launched its multichannel “Beauty on Your Terms” campaign. Ambassadors have included Joe Jonas , Teyana Taylor and Christina Aguilera . Demi Lovato joined the lineup last March.

“Xeomin resonates with this consumer who, like our current brand partner Demi Lovato, are seeking natural-looking results and are mindful of what goes into the products they choose to use,” Casas said.

Anti-wrinkle injectables continue to rise in popularity. According to the American Society of Plastic Surgery, which represents 92 percent of all board-certified plastic surgeons in the U.S., a study that evaluated all procedures performed in 2023 found that there were more than 4.7 million procedures using neuromodulators (including Botox, Dysport, Xeomin, Jeuveau and Daxxify) — a 6 percent increase year-over-year.

New Yorkers Want Affordable Botox, Data Shows