Dermal Therapy is an Australian skincare and therapeutic personal-care brand that specializes in products for dry, very dry, sensitive and problem-prone skin. The company’s product portfolio includes treatments and everyday skincare for conditions such as eczema, dermatitis, psoriasis, itchy skin, chapped lips, cracked heels, scalp irritation, acne and excessive sweating. Unlike conventional luxury cosmetics, Dermal Therapy is positioned as a pharmacy-oriented, efficacy-focused brand.

The brand originated as a family-owned business founded by Steven (Steve) Sher and Shelley Sher. Its development was influenced by the founders’ experience dealing with a family member’s persistent eczema and the difficulty of finding effective over-the-counter solutions. This history shaped the brand’s philosophy, which centres on providing measurable relief rather than simple cosmetic moisturization.

Dermal Therapy is sold in several international markets. In the Asia-Pacific region—including Australia, New Zealand, Singapore, Malaysia, China and Hong Kong—the products are marketed under the Dermal Therapy name. In other regions, particularly North America, related products are often sold under the Flexitol brand.1

Note: Product portfolios and brand ownership structures can vary by country. Dermal Therapy notes that brand names may differ depending on geographical location.1

Origins

The modern Australian iteration of Dermal Therapy began with Steven and Shelley Sher, who built the business around solving real-world skin problems within their own family. According to the company’s account, the turning point occurred after the birth of their son, who developed significant eczema. This experience highlighted the challenges faced by individuals seeking effective, readily available, non-prescription solutions for chronic or uncomfortable skin conditions.1

Rather than positioning skincare purely as beauty or cosmetics, the founders pursued products intended to address the underlying symptoms associated with dry and compromised skin. This established the brand’s central proposition: the product should actually work.2 Marketing reports from 2025 noted that the business began from the founders’ apartment and subsequently grew from a small family operation into a significant therapeutic-skincare challenger in Australian pharmacies.2

Expansion

Dermal Therapy expanded beyond Australia, with the company stating that its products are now distributed internationally. The Dermal Therapy name is used across much of Asia-Pacific, while different brand names are used in other regions.1 The company’s international portfolio has historically included Dermal Therapy, Flexitol and Crampeze, operating under the broader LaCorium Health business umbrella.5

Steven Sher

Steven Sher is an Australian entrepreneur and co-founder of Dermal Therapy and LaCorium Health. Together with Shelley Sher, he developed the business around therapeutic skincare products designed to address common but difficult-to-manage skin problems. Sher has described research, technology and product testing as central to the company’s approach, aiming to develop products that deliver noticeable results.5

Shelley Sher

Shelley Sher is the co-founder of Dermal Therapy and LaCorium Health. She has been involved in the company’s development, brand strategy and international expansion alongside Steven Sher. The founders’ family experience with eczema became an important part of Dermal Therapy’s brand story and helped shape its emphasis on efficacy, trust and empathy for people dealing with uncomfortable skin conditions.1

Dermal Therapy’s philosophy is broadly summarized as “Efficacy first.” The company states that it invests in research, innovation, technology and clinical testing, selecting ingredients intended to provide effective solutions to skin problems. It also emphasizes affordability and accessibility, particularly through over-the-counter products.1

Key values include:

1. Efficacy: The central proposition is that skincare should provide meaningful results. The brand emphasizes products designed to relieve specific skin concerns rather than focusing exclusively on sensory or cosmetic benefits.
2. Science-led Formulation: The company works with pharmacists and skin experts, utilizing research and testing in product development.1
3. Accessibility: A major part of the positioning involves providing non-prescription alternatives for everyday skin problems, allowing consumers to obtain therapeutic-style skincare without necessarily requiring a prescription.1
4. Consumer Confidence: The brand links skin comfort with overall confidence and quality of life, aiming to help consumers feel more comfortable in everyday life.
5. Australian Identity: Dermal Therapy describes itself as an Australian-owned and made brand, emphasizing local manufacturing and Australian heritage.1

Dermal Therapy maintains a broad portfolio compared to many specialist dry-skin brands. The Australian catalogue is organized into several major areas:3

Body Care

Body products target dryness, sensitivity and specific dermatological concerns. Examples include:

• Very Dry Skin Cream
• Very Dry Skin Lotion
• Sensitive Skin Lotion
• Sensitive Skin Wash
• Eczema & Dermatitis Cream
• Psoriasis Cream
• Anti-Itch Soothing Cream
• Chafing & Sweat Rash Prevention Cream

The range also includes children’s products such as Little Bodies Eczema Relief Cream and Little Bodies Nappy Balm.3

Lip Care

Lip care is one of Dermal Therapy’s most prominent categories. Products include:

• Lip Balm Original
• Mint Lip Balm
• Manuka Honey Lip Balm
• Pawpaw Lip Balm
• Tinted Lip Balms

The Australian brand currently describes itself as Australia’s No. 1 lip-care brand based on specified pharmacy and grocery sales data; this is a company marketing claim.3

Hand Care

Hand products are designed primarily for dry, rough or damaged hands, with an emphasis on moisturizing and protective benefits.

Foot Care

Foot care is a significant part of Dermal Therapy’s heritage. Products target dry feet, cracked heels, rough skin, foot odor, certain fungal concerns and warts. The Heel Balm products are among the brand’s better-known specialist items.3

Hair and Scalp

Dermal Therapy has expanded into scalp care, offering products for itchy scalp, flaking, oily scalp and scalp irritation. For example, ranges in some Asian markets include Scalp Relief Shampoo & Conditioner and Scalp Relief Serum.1

Face Care

The portfolio has increasingly expanded into facial skincare. Current Australian catalogue items include:

• Daily Face Cleanser
• Daily Face Cream SPF 50
• Oil-Free Face Sunscreen SPF 50+
• Acne Control Clear Patch
• Acne Spot Cream

This represents a broader direction beyond the brand’s original reputation for very dry skin and therapeutic body care.3

Dermal Therapy does not rely on a single “hero ingredient” across the entire portfolio. Instead, different products use various active and functional ingredients according to their intended purpose. The brand emphasizes:

• Moisturizing ingredients
• Ingredients supporting the skin barrier
• Exfoliating ingredients where appropriate
• Soothing ingredients
• Ingredients selected for specific skin concerns

For example, the Australian Eczema & Dermatitis Cream is listed in Australia’s Therapeutic Goods Administration database with aloe vera, calendula officinalis and colloidal oatmeal as ingredients.4

Dermal Therapy occupies a position between cosmetic skincare and therapeutic/OTC (over-the-counter) skincare. While traditional beauty brands often emphasize appearance, anti-aging, texture, fragrance and luxury, Dermal Therapy places greater emphasis on skin discomfort, dryness, itching, cracking, irritation, eczema, psoriasis, skin-barrier support and practical results.

The Australian range is explicitly organized around skin conditions such as eczema & dermatitis, psoriasis, itchy skin and very dry skin, alongside everyday skincare.3 Some individual products are regulated as therapeutic goods in Australia. For instance, the Dermal Therapy Eczema & Dermatitis Cream is listed in the Australian Register of Therapeutic Goods as a medicine, with LaCorium Health Australia Pty Ltd identified as sponsor.4 However, not every Dermal Therapy product is classified as a medicine; the portfolio contains both therapeutic and general personal-care products.

A notable aspect of Dermal Therapy is that the same or related product portfolio can appear under different brand names depending on the country. The company states:1

• Australia & much of Asia-Pacific: Dermal Therapy
• United States & Canada: Generally Flexitol
• Some Middle Eastern Markets: Flexitol
• Europe: Different arrangements or brand architecture may apply

Consumers are advised that brand names and product offerings can differ by geographical location. Consequently, someone researching a Dermal Therapy product online may encounter Flexitol-branded products that look extremely similar or have comparable formulations.1

Dermal Therapy has emphasized awards and consumer recognition in its Australian marketing. Its website states that the brand has received 88 awards since 2020, including recognition from organizations such as Finder, Beauty Heaven, You Beauty and Bounty. This figure is a brand-reported claim and not an independent industry ranking.3

Dermal Therapy presents itself as Australian made and owned, with an emphasis on quality ingredients and product testing.5 The stated product-development philosophy includes:

1. Identifying a specific skin problem.
2. Researching possible solutions.
3. Selecting appropriate ingredients.
4. Developing a formulation.
5. Testing the product.
6. Bringing it to consumers as an accessible, non-prescription solution where appropriate.

The brand states that it does not test its products on animals or ask others to test them on its behalf, according to its company philosophy page.1

Dermal Therapy has stated that it is working to reduce its environmental footprint. Efforts involve increased recycled content in packaging, improved packaging recyclability and more environmentally conscious packaging decisions. The company describes these as ongoing initiatives rather than a completed sustainability program.1

Historically, Dermal Therapy operated as part of LaCorium Health, the Australian business founded and developed by Steven and Shelley Sher. In 2026, the founders announced that they had agreed to sell LaCorium Health, including the Dermal Therapy, Flexitol and Crampeze brands, to Care Pharmaceuticals. Care Pharmaceuticals is led by Jonathan Biddle and operates as a division of Prestige Consumer Healthcare, a U.S.-listed consumer healthcare company. The founders described the transaction as a transition to new ownership while expressing confidence in the brands’ future development.5

Dermal Therapy is positioned within the skincare market as a therapeutic skincare or problem-solution brand.

Dermal Therapy’s strongest differentiation is not simply “moisturizing,” but rather providing a practical solution for specific skin issues. This positioning explains the brand’s strong presence in pharmacies and therapeutic skincare channels rather than prestige beauty sectors.

The brand’s current Australian tagline is “Seriously Good Skincare.”3 Communication tends to emphasize effectiveness, trust, scientific formulation, visible results, affordability, Australian heritage, real skin problems, and confidence and comfort. The brand deliberately avoids positioning itself solely around beauty ideals, instead beginning communications with the consumer’s frustration regarding dry, cracked, itchy, irritated or uncomfortable skin.

Dermal Therapy is notable in the skincare industry for representing a pharmacy-first approach that has gradually expanded into mainstream beauty and personal care. Its development can be understood in three stages:

1. Problem-solving skincare: Born from a need for better solutions to serious dryness and eczema-related problems.
2. Pharmacy/therapeutic expansion: Developed a broad portfolio covering feet, hands, body, lips and other common skin concerns.
3. Mainstream skincare expansion: Expanded into facial skincare, scalp care, acne, sunscreen, deodorant and other everyday categories.3

This gives Dermal Therapy a unique position: it is neither a traditional pharmaceutical company nor a conventional beauty brand.

1. Dermal Therapy
2. How Dermal Therapy turned values of family and trust into a global skincare challenger
3. Entire Product Range from Dermal Therapy
4. Dermal Therapy Eczema & Dermatitis Cream (483945) | Therapeutic Goods Administration (TGA
5. Dermal Therapy by LaCorium Health