The new portal, ValiticBeauty.com, allows the company to establish a closer relationship with its customer base while gathering data to refine the shopping experience. By moving away from a single-channel dependency, the brand aims to establish a more scalable multi-channel business model. Roni Kamhi, CEO of B.I. Sky Global, noted that the current phase is focused on platform optimization to ensure a smooth transition into the high-volume holiday period.
Innocan Pharma Expands VALITIC Skincare Beyond Amazon With New DTC Site
Innocan Pharma is moving to diversify its retail footprint, launching a dedicated direct-to-consumer website for its VALITIC skincare line. The move marks a strategic shift for the brand, which has previously relied on Amazon to build its U.S. presence, ahead of a planned marketing push for the 2026 holiday season.
Iris Bincovich, CEO of parent company Innocan Pharma, emphasized that the dual-channel approach—balancing Amazon’s reach with the autonomy of a proprietary site—provides a sturdier foundation for growth. The company, which operates through its 60%-owned subsidiary B.I. Sky Global, plans to leverage this expanded distribution to capture a larger share of the competitive U.S. personal care market.
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