Merz Aesthetics is celebrating 15 years since the U.S. Food and Drug Administration (FDA) first approved Xeomin (incobotulinumtoxinA) for aesthetic use. Today, the double-purified neurotoxin is FDA approved for the simultaneous treatment of upper facial lines: forehead lines, frown lines and crow’s feet.

To celebrate this U.S. milestone, Xeomin is giving 15 lucky U.S. patients the opportunity to win a free year of Xeomin treatments through Xperience+ by Merz Aesthetics with a participating Xperience+ provider. From February 11 to March 11, 2026, patients are invited to enter and create an account or login to Xperience+ at xperiencemerz.com. No purchase necessary. Full terms and conditions are included in the entry form.

Merz Aesthetics is also launching a new, refreshed campaign for Xeomin in celebration of the milestone. The new multi-channel initiative—spanning digital platforms to in-office touchpoints—aims to empower patients to ask for Xeomin by showcasing Xeomin’s natural-looking results that allow people to express themselves.

Q&A with Merz Aesthetics Chief Scientific Officer Dr. Samantha Kerr

Delivering results through science, quality and consistent outcomes matters more than ever.

AmSpa spoke with Merz Aesthetics’ Chief Scientific Officer, Samantha Kerr, PhD, to discuss Xeomin’s role in advancing the overall category as a pioneer in neurotoxins, as well as overall industry trends based on evolving consumer preferences.

AmSpa: As we celebrate the 15th anniversary of the U.S. FDA approval of Xeomin for aesthetic use, can you share some key milestones and achievements that have defined its journey in the neuromodulator category?

Dr. Kerr: “Yes, absolutely. It's fantastic to be here with you today. So, we were first approved in the U.S., FDA approval was received for a therapeutic use in 2010. And ever since then, which is a long time ago now, Xeomin's evolved into a trusted, globally recognized neurotoxin.

“We received FDA approval for our first aesthetic indication, the severe glabellar, or moderate severe glabellar lines, or frown lines, or the 11s, as some people call them, for the temporary improvement of those lines.  

“And then most recently, in 2024, we got FDA approval for the simultaneous treatment of upper facial lines. So that's also your frown lines, but also forehead lines, and then crow's feet.

“And we're celebrating, over 43 million vials have been shipped globally, and so we continue to be a leader in this toxin space.”

AmSpa: Xeomin is recognized as a pioneer in the neuromodulator industry. How has it contributed to advancing the overall category and setting new standards in aesthetic treatments?

Dr. Kerr: “So, I would say Xeomin is one of the best toxins—of course, as I would say. We purify our Xeomin, our neuromodulator, through something called XTRACT Technology®. That's our proprietary technology. And what we do is we double purify the neuromodulators to remove any unnecessary proteins, carrier peptides, or carrier proteins. And we just leave the active ingredient that you need for efficacy.

“This makes Xeomin the first and only double-purified neurotoxin containing just three essential ingredients.

“That double purification, as I said, means we have no unnecessary components in the toxin, which reduces the chances of generating an immune response. People are very aware of this with things like COVID, you know, you just want to try and reduce the number of things that you're putting in your body, like clean beauty.

“Unnecessary proteins found in some other toxin formulations in the U.S. could act as an adjuvant, which would prime the immune response, which can lead to a decreased effect and failure of treatment.

“With Xeomin — and we have been doing, as I said, many, many clinical trials and over 43 million vials sold — our patients in our pivotal clinical studies, no treatment resistance has been seen due to that antibody formation. And so, our small, clean formulation, that double purification minimizes this risk and offers consistent experience, treatment after treatment.”

AmSpa: Over the past 15 years, consumer preferences and aesthetic treatments have evolved significantly. How has Merz Aesthetics responded to these changes to maintain Xeomin's relevance and appeal in the market?

Dr. Kerr: “Great question. So, customers, our practitioners, our med spas, etc., and our consumers are at the heart of everything we do at Merz Aesthetics. We work really closely with all of these people to understand the market needs and to develop our new R&D innovation.

“What we're seeing now is consumer preferences are shifting from anti-aging—so, correcting visible signs of age, and you'd hear people say, ‘I want to look 18 again,’ which is pretty much impossible—to people saying, ‘I want to age well,’ and also to more personalized treatments. One size does not fit all, as we know. And so, really, people are looking into that wellness space and aging well, and that's what I see the shift happening in our market to date.”

AmSpa: Looking ahead, what are some emerging industry trends that you believe will shape the future of neuromodulators? And how is Merz Aesthetics positioning Xeomin to capitalize on these opportunities?

Dr. Kerr: “Yes, yes. Emerging trends, it’s so interesting, there's so many of them. So, we've invested considerable effort to ensure we speak to the fastest growing segment in our industry, the younger adult audience.

“Emphasizing that subtle, natural-looking results that align with how today's consumers want to look and feel. Again, going back to not anti-aging, but aging well.

“Neuromodulators continue to be the largest and most competitive segment in aesthetics, with category growth driving many new entrants, but delivering results through science, quality and consistent outcomes matter more than ever, and that's what we base everything we do. We have the XTRACT Technology manufacturing process and we've established ourselves as a pioneer in neurotoxins, delivering great outcomes, consistent efficacy, and safety that both patients and providers expect.”

AmSpa: Can you discuss any ongoing research and developments at Merz Aesthetics that aim to enhance the safety or efficacy of Xeomin for future aesthetic applications?

Dr. Kerr: “Of course. So, we have a fantastic safety and efficacy profile. As known, we've got approvals across the world, including the U.S. FDA, and as I keep going back to, over 43 million vials shipped globally to date, so brilliant safety and efficacy.

“Regarding research and development, sort of my little domain, we have a number of ongoing programs that are looking at future aesthetic applications.

“And for Merz Aesthetics and Xeomin, one example I can give is platysmal bands. These bands here on your neck, when you go like that, you can see them. We have just completed our Phase II clinical trial, and it went really well, safe, and very efficacious.

“And now we're starting to enroll in our Phase III program. And the program's doing really well, and we hope that this will lead to a successful U.S. FDA approval. So not just the upper facial lines that I mentioned before, the glabella, the forehead, and the crow's feet, but more the sort of lower face and neck.

“And with that, we continue to set the standard for neuromodulator treatments through innovative manufacturing process and consistent product performance. And we are very committed to future innovation. That's my passion.”

AmSpa: And how does the new refreshed campaign reflect Merz Aesthetics' long-term vision?

Dr. Kerr: “I can't believe it's been 15 years. I'm just absolutely stunned.

“So, this is super exciting for us. Merz Aesthetics U.S. is kicking off a new multi-channel campaign for Xeomin to drive patients to ask for Xeomin by name. So your choice of toxin matters, and that's really important to us.

“The US market continues to trend towards, as I said, the younger adults, and the new marketing focus is designed to resonate with those millennial, adult Gen Z consumers. These audiences prioritize education, choice, and natural-looking results, and it's important that we give them the information that they need to make that choice.

“By speaking their language and addressing their motivations, we continue to build long-term relationships with today's evolving consumers and different types of providers that serve them. So, all in all, we hope we have a happy relationship with everybody involved.”

About Samantha Kerr, Ph.D. 
Chief Scientific Officer, Merz Aesthetics
Dr. Kerr joined Merz in March 2020 as Chief Scientific Officer for Merz Aesthetics. In her role, Dr. Kerr is responsible for leading the R&D team, setting the scientific strategy and priorities, and overseeing and building the company’s research and development pipeline.

Dr. Kerr comes to Merz Aesthetics with nearly two decades of demonstrated success and leadership in medical aesthetics and healthcare across a variety of scientific and business leadership roles. She previously served as the Vice President, Global Area Head of Medical Aesthetics, Device at Allergan, where she oversaw the design, development and execution of global programs to gain product approvals, focusing on the US, EU, China and Japan. Previously at Allergan, Dr. Kerr was the Vice President Head of Development where she led the EMEA and Asia Pacific clinical operations team managing both pharma and device programs from early stage to launch readiness. Dr. Kerr joined Merz Aesthetics directly from TMC Pharma Services Ltd., where she served as Chief Operating Officer.

About Xeomin® (incobotulinumtoxinA) 
Xeomin® (incobotulinumtoxinA) is a botulinum toxin type A approved by the U.S. Food and Drug Administration (FDA) for the simultaneous treatment of upper facial lines – forehead lines, frown lines and crow’s feet. Xeomin® is indicated to temporarily improve the look of moderate to severe upper facial lines. For more information, including Full Prescribing Information and Medication Guide, please visit www.xeominaesthetic.com.