Obagi Medical, part of Waldencast plc (NASDAQ: WALD), launched its NU-GEN Cellular Renewal Serum on March 24. The product is priced at $175 for a 1-ounce bottle and is available through professional channels, Obagi.com, and Amazon.com.

The serum contains Obagi's AGE CTRL Complex, which combines NAD+ with precursors NMN and Niacinamide. According to the company's press release, clinical studies showed the formula can visibly reduce skin's age appearance by up to six years.

Clinical test results from 2025 demonstrated various improvements including a 51% improvement in skin tone evenness, 42% visible reduction in post-blemish marks, 20% visible improvement in skin firmness, and up to 30% reduction in visible fine lines and wrinkles. The studies also showed a 49% boost in visible skin radiance and 45% improvement in visible skin texture.

"We are one of the only brands, globally, that were able to formulate with NAD+ directly, which is notoriously a difficult molecule to stabilize and deliver effectively," said Justin Giouzepis, Chief Marketing Officer.

The serum targets nine signs of skin aging including uneven skin tone, visible imperfections, sagging skin, fine lines and wrinkles, skin dullness, visible redness, skin smoothness, barrier strength, and hydration levels. The lightweight formula is designed for twice-daily application on all skin types.

Obagi Medical operates as part of Waldencast's beauty and wellness platform and reported being the fastest-growing professional skincare brand in the U.S. in 2024.