Sun Pharma is teaming up with fashion designer Christian Siriano for a new educational campaign focused on the positives of regrowing lost hair.
The Indian company last July launched Leqselvi (deuruxolitinib) in the U.S., an oral med designed for adults with severe alopecia areata.
Alopecia areata is an autoimmune condition in which the immune system mistakenly attacks hair follicles, causing hair loss. Hair can fall out in small, round patches, most commonly on the scalp, though some patients can lose all the hair on their scalp or body. The condition may affect up to 2.5% of the U.S. population during their lifetime.
“Regrowth Restyled” looks to “celebrate how beauty, confidence, and self-expression” can be a part of the hair regrowth journey, Sun said in a statement. The company is seeking to remove stigma while also boosting awareness of its med.
The campaign dovetails with Alopecia Areata Awareness Month in September and sees Sun working with Siriano to create a one-of-a-kind wearable garment “inspired by the journey of hair regrowth.”
The piece debuted following New York Fashion Week on Sept. 17.
“As a designer, I've always believed style is a form of self-expression, and for adults living with severe alopecia areata, hair loss can complicate that expression in ways that go far beyond appearance,” said Siriano in a release.
“I'm excited to participate in this campaign because it creates a platform to broaden the conversation around alopecia areata and reminds anyone navigating this condition that self-expression is uniquely theirs and does not have to wait.”
Sun hasn’t broken down sales of the drug, but after its U.S. launch last year, Shrikant Akolkar, an analyst at Nuvama Institutional Equities, said Leqselvi could generate up to $400 million in sales by 2030, with peak sales potential of $900 million.
The drug competes with Pfizer’s rival Litfulo and Lilly’s Olumiant, which was developed in collaboration with Incyte and hit blockbuster status last year.