Dr. Diamond’s Metacine Expands Product Suite
Dr. Diamond’s Metacine skin care brand is hitting the accelerator on product development in 2025 — starting with a new serum.
Called the InstaFacial Infusion, the $325 serum is the brand’s third product and its first launch since the brand’s inception. It rounds out Metacine’s Instafacial Collection, a range that derives inspiration from Diamond’s proprietary Instafacial that entails laser, microneedling, platelet-rich plasma and a collagen mask.
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Despite the brand’s minimalist assortment — Infusion will be its third stock keeping unit — it is expected to reach between $15 million and $20 million in retail sales in 2025. The Infusion is anticipated to comprise a third of that sales volume.
“We’ve had significant growth in direct-to-consumer, we went into brick-and-mortar retail last May,” said Dr. Jessica Combs, cofounder and chief executive officer of Dr. Diamond’s Metacine. “At this point, we’ve proven our concept, there’s definitely a market for Dr. Diamond’s Metacine and now it’s about scaling up.”
By the end of February, the brand will be in more than 160 retail doors across Bluemercury, Nordstrom, Goop, Violet Grey and Gee Beauty; online, the brand is available with Dermstore, Bloomingdale’s, Moda Operandi and Fwrd.
For now, the marketing strategy has been largely digital — a move that will shift with the Infusion launch. “We have a lot of influencers who sell product, and one of the strategies we’d like to incorporate includes influencers who are also experts in their fields, like dermatologists, makeup artists and aestheticians,” said Mark Ferdman, president of Dr. Diamond’s Metacine.
“We’re very much invested in influencer marketing and that will stay the core of what we’re doing,” Ferdman continued. With this launch, we’re starting to test into paid media, maybe a bit of podcast and maybe a bit of outdoor. A big strategic objective of ours is to grow awareness nationally.”
The product itself has engineered human-identical collagen fragments that are small enough to penetrate the skin topically, as opposed to bovine or marine collagen. “Using this engineering process, they’re able to take the most effective parts of the collagen molecule, and there are three different fragments that the body recognizes,” Combs said.
The brand will also be introducing a new product in September, which will also take cues from Diamond’s practice in Los Angeles.
“People know us for the highest level of care,” said Diamond, a celebrity facial plastic surgeon. “There are flashes in the pan, trends that get real hot for a minute that it turns out aren’t that great, and we don’t do those things. People know, whatever they come for, I only do things I would do on myself, and we have to keep that alive in the brand.”
“What differentiates the clinic in Beverly Hills, but also globally with the brand, is that the techniques Dr. Diamond has developed are proprietary,” added Tammy Goodarzi, cofounder and chief brand officer. “He takes what’s out there and makes it better, or he finds what isn’t out there and pioneers it. We want to honor that, and we’re very intentional about bringing something to market that honors what we do in the clinic.”
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