New Zealand Skincare Export: Kiwi Start-Up Eyes Multi-Million Dollar Expansion After Viral US Review
A New Zealand skincare export business founded by a leading skin cancer doctor is preparing for a multi-million dollar expansion after its tinted sunscreen attracted strong organic demand in the United States.
Healthy Skin Lab, established by internationally recognised skin cancer doctor and best-selling author Professor Sharad Paul, is seeking a $4 million strategic investment. The funding would be used to scale its US operations, increase manufacturing capacity and support the launch of new science-led skincare products.
The growth plans follow a viral endorsement from prominent US beauty reviewer Angie “Hot & Flashy”, who described Healthy Skin Lab’s Protect tinted SPF 50 moisturiser as the “holy grail” of tinted sunscreens.
The New Zealand skincare export story has also appeared in The Post, helping bring national attention to the company’s early US success and its plans to build a larger international health and beauty business.
Dr Sharad Paul founded Healthy Skin Lab and is leading its planned expansion into the US and international markets.
New Zealand Skincare Export Opportunity Follows US Demand
Protect is believed by Healthy Skin Lab to be the first sunscreen formulation developed by a New Zealand skincare company to be registered with the US Food and Drug Administration as an over-the-counter drug product.
Healthy Skin Lab says meeting these requirements creates opportunities beyond online sales. FDA registration provides a potential pathway into pharmacy, healthcare, wellness and physical retail channels, including large US retailers such as Walgreens and Whole Foods.
The company also intends to use its US operations as the foundation for wider international growth. Early sales have already been made into the UK and Europe, with Germany, France and Italy identified as potential markets in which inventory could eventually be held locally.
Holding stock offshore would reduce delivery times, improve customer service and allow Healthy Skin Lab to support local retailers and ecommerce platforms as international demand increases.
Viral Review Accelerates New Zealand Skincare Export Growth
Protect was initially launched through Amazon in the US as a market test. There was no formal advertising campaign, paid influencer programme or large marketing team supporting the launch.
Despite the limited promotional activity, Healthy Skin Lab says cumulative sales reached more than $2 million over two years. Growth was largely generated by customer recommendations, independent product reviews and repeat purchases.
The product now has more than 2,000 Amazon subscribers and has sold out on multiple occasions. One of the largest increases in demand followed a review by Angie “Hot & Flashy”, whose publicly visible audience exceeds 1.5 million people across YouTube, Instagram, TikTok and Facebook.
Protect has also been ranked as the number one “Most Wished For” product in Amazon’s facial tinted moisturisers category.
Healthy Skin Lab says the resulting shortages were caused by manufacturing lead times and repeat orders running ahead of expectations.
Professor Paul says the US launch was originally intended to establish whether American consumers would buy the New Zealand-developed formulation.
“The original idea was to put it on Amazon and see whether the product had a market. There was no major marketing campaign behind it, no influencer programme and no large team driving it,” he says.
“What has been significant from a business perspective is that customers found it, reviewed it and kept buying it. That level of organic validation has given us confidence that there is a larger commercial opportunity if the business has the capital and infrastructure to scale.”
$4 Million Investment Sought to Increase Manufacturing Capacity
Healthy Skin Lab is seeking $4 million in primary growth capital following an independent valuation that placed the business at approximately NZ$8.4 million.
The investment would fund the appointment of a CEO and operational team, increased manufacturing capacity, larger inventory holdings and continued growth through Amazon and the company’s direct-to-consumer channels.
It would also help build the sales and commercial infrastructure required to pursue wholesale relationships and physical retail distribution.
The company is seeking an investor who can contribute relevant expertise and market access rather than supplying passive capital alone.
“The business has reached the point where the limitation is no longer whether there is demand. The limitation is whether we can manufacture enough, hold enough inventory and build the team needed to support larger channels.
“The right investor is likely to be someone who understands the US market, consumer health, pharmacy, ecommerce or retail distribution,” he says.
FDA Status Supports Pharmacy and Healthcare Expansion
While the Protect formulation was developed through New Zealand-based research, it is manufactured in the US. This allows Healthy Skin Lab to meet US regulatory requirements and supply its largest market more efficiently.
The company currently has eight products covering sun protection, anti-ageing, skin brightening and skin barrier repair. A second mineral SPF product is also progressing through the FDA over-the-counter registration process.
Professor Paul says operating within the regulated sunscreen category has required a more demanding development process, but it also strengthens the company’s position when approaching healthcare and retail partners.
“In the US, sunscreen sits in a regulated category. That makes the process more demanding, but it also gives a product greater credibility when it meets the required standard,” he says.
“For us, the FDA registration creates a platform for conversations beyond e-commerce. It gives the company the ability to look at pharmacies, dermatology clinics, healthcare partnerships and larger retailers that require properly registered inventory.”
The Post covers the Healthy Skin Lab story in national media.
New Zealand Skincare Export Revenue Forecast to Reach $16.5 Million
Investor material prepared for the capital raise forecasts revenue growth from approximately NZ$980,000 in the 2026 financial year to NZ$16.5 million by the 2031 financial year under the company’s funded upside scenario.
The forecast is based on increased production capacity, expansion into new sales channels and the development of additional products.
Professor Paul has treated more than 100,000 skin cancer patients and is internationally recognised for his work in skin cancer treatment, sunscreen research and UV damage. He has lectured and published extensively on skin cancer medicine and surgical procedures.
He is the author of the books Skin, A Biography and The Genetics of Health and has delivered a featured TED Talk. Professor Paul has also received the New Zealand Medical Association’s highest honour, been named a finalist for the New Zealander of the Year Award and appeared in TIME magazine.
Health, Beauty and Export Public Relations from Impact PR
Impact PR helps health, beauty, science and consumer brands turn technical developments into clear stories that attract media and public attention. The Auckland-based agency works with businesses preparing to launch products, enter international markets or explain complex innovations to consumers. It is among the specialist PR agencies New Zealand businesses turn to for strategic media relations and reputation management.
Impact PR develops news campaigns that combine credible evidence, expert commentary and a strong commercial narrative. Its team has experience communicating medical research, regulated consumer products, export growth and investment milestones. Campaigns can be adapted for business, health, technology, retail and consumer media to improve relevance across different audiences.
For emerging exporters such as Healthy Skin Lab, media coverage can help validate market demand, build investor awareness and support conversations with distributors. Impact PR also creates Google-unique digital content designed to extend the value of earned media coverage through search. This integrated approach helps New Zealand companies build recognition at home while pursuing opportunities in larger international markets.
