Under recent ownership, Dr. Dana is relaunching.

The corporate founded by Dr. Dana Stern, which offers a three-step system focused on nail health, is relaunching on Amazon. Its hero product will retail for $29.99.

The revitalized brand is coming back to market after an explosion of interest within the nail category, fueled by pandemic-induced salon closures. The three-step system combines skincare ingredients for a once-weekly treatment to alleviate conditions equivalent to brittle nails.

“It’s a three-step system, and it’s logical. We exfoliate in skincare, why don’t we exfoliate in nail care? We hydrate in skincare, why don’t we hydrate in nail care?” said Chris Hobson, chief executive officer of Rare Beauty Brands, which acquired the brand late last yr for an undisclosed sum.

“We’ve pushed the branding, we’ve pushed the brand and the package copy, and the packaging itself is just somewhat bit more premium and more current than where it was previously,” Hobson continued, adding that the brand can be eyeing recent products for expansion.

The brand is keeping its launch limited to Amazon, with the goal of expanding into retail at a later date. “The rationale is that we really need to kickstart the Amazon process, and the credibility that comes with rankings and reviews,” Hobson said. “So many consumers reference Amazon on their purchase journey.”

To that end, interest from consumers stays high. “This product was a best seller on QVC, and that’s a tricky audience. They’ve such a robust community,” Stern said. “I didn’t want to vary the formula, but we definitely made major improvements on the packaging.”

Hobson and Stern declined to comment on sales expectations for the brand.

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