María Cudeiro, General Manager of Evolus in Spain, Portugal, and Switzerland, is leading the launch of prabotulinumtoxin A, a botulinum toxin type A designed for the temporary improvement of frown lines.
This product, known as Jeuveau® in the United States, has been the fastest-growing neurotoxin over the past four years. It is approved by both the FDA in the U.S. and the European Medicines Agency, and stands out for its enhanced precision in wrinkle treatment. Additionally, it uses a patented manufacturing technology, Hi-Pure™, which ensures 95% purity.
With this significant launch underway, we spoke with María Cudeiro to explore how PrabotulinumtoxinA fits into Evolus’ global strategy and what this step means for aesthetic medicine in Spain.
What does the launch of PrabotulinumtoxinA in Spain mean for Evolus, and how does it fit into the company’s expansion strategy?
The launch of Evolus in Spain is a fundamental milestone in our international growth strategy and represents a unique opportunity to consolidate our presence in one of the largest aesthetic markets in Europe. Spain is a key market within our vision for expansion, and with this launch, we not only reaffirm our commitment to Spanish consumers, but we also advance our goal of establishing a strong presence in the seven major global markets. This strategic step is crucial for positioning ourselves as leaders in the aesthetic neuromodulator sector and for continuing to drive our long-term growth.
Why do you think millennials are emerging as one of the fastest-growing segments in aesthetic medicine treatments?
We are living in an era of the democratization of aesthetic medicine. Aesthetic treatments are no longer exclusive to a select few. The millennial demographic has incorporated these treatments into their regular beauty routines, and the trend is leading to a decrease in the average age of patients seeking such treatments. As noted by the Spanish Society of Aesthetic Medicine (SEME), “4 out of 10 Spaniards turn to aesthetic medicine starting from the age of 26.”
Patients are demanding preventative treatments. They seek natural results that harmonise the face and enhance facial expression. Essentially, we are talking about the concept of “better aging.” This aesthetic-medical approach involves adopting a proactive and personalised strategy for healthy aging, which requires increasingly precise products that help doctors achieve natural and individualised results. As Dr. Tufet says: “We seek sweet and lasting beauty.”
What are the main benefits of PrabotulinumtoxinA compared to other neurotoxins available on the market?
PrabotulinumtoxinA has the largest clinical development plan carried out to date in Europe and Canada. With over 2,000 patients and a direct comparison with the gold standard OnabotulinumtoxinA Injection the study is designed to demonstrate the non-inferiority of PrabotulinumtoxinA versusOnabotulinumtoxinA Injection. While the greatest advancement of the product is technological, Evolus has developed a patented manufacturing process called Hi-Pure™ technology. The Hi-Pure™ manufacturing of PrabotulinumtoxinA involves patented steps and achieves a purity of ≥ 95%, which enhances the product’s precision in the hands of doctors.
What feedback have you received from medical professionals who have used PrabotulinumtoxinA so far?
Dr. Rosa del Río, a renowned dermatologist and pioneer in the beauty field, shared her experience at the GEDET congress: “I am delighted to have been one of the first doctors to use prabotulinumtoxin A. I started in early June and since then, I have successfully treated over 300 patients. Many have highlighted the quick effectiveness of the product and the precision in treatment, which is why it has become a very useful tool in my daily clinical practice.”
What future do you envision for aesthetic medicine in Spain, and how does Evolus plan to adapt?
Aesthetic medicine is already part of our regular beauty care routines.
Evolus’ motto is functional beauty, and it takes us less time to perform a toxin treatment than it does to dye our hair at the hairdresser’s.
Moreover, its popularity on social media has grown tremendously, breaking down any remaining taboos. It is something we now openly share with our friends, and there are even mothers who take their daughters to aesthetic medicine consultations.
I consider aesthetic medicine to be the medicine of happiness. As Dr. Jaén says: “Beauty is a very noble aspiration that encompasses health and self-care.”
Aesthetic medicine has a positive impact on self-confidence, personal security, and improves people’s mood.
What are the next steps for Evolus? Are you planning to launch new products in the future?
The next steps for Evolus include solidifying PrabotulinumtoxinA in recently opened markets such as Spain, Germany, Italy, Australia, and the UK, supported by an extensive medical training plan. Becoming experts in toxin requires a great deal of dedication.
Evolus has also reached an agreement with Symatese, a leader in hyaluronic acid manufacturing, to launch a new line with the latest technology, improving the purity of the products to achieve precise results. We are constantly seeking sweet and lasting beauty. All this is developed under the leadership of Rui Avelar, Director of Research and Development, and Chief Commercial Officer. We are in the hands of the best international scientists, always aiming to evolve alongside our partners, the aesthetic doctors.
