Plastic surgeon Randal Haworth will introduce a line of foot-care products to temporarily alleviate the pain and discomfort associated with fashion footwear.
The Beverly Hills, Calif., doctor created Biochemistry by Dr. Haworth, an over-the-counter remedy, and will release it to consumers on Dec. 30.
“It was an aha moment,” Haworth said about his decision to create the product. “Those annoying aspects of life need to be addressed. There was a single solution.”
The analgesic foot spray features lidocaine HCI, commonly administered by dentists and doctors to safely relieve pain. The new products are available in a cucumber scent called Heel No Pain/Style, with a companion peppermint version targeted at the sports market under the name Heel No Pain/Active. Retailing for $15 for 1 ounce $25 for 2 ounces, the product is targeted at drug stores, specialty athletic shops and shoe stores. Haworth will sell direct to consumer at Biochemistry.la.
“I have my own share of foot issues,” the physician admitted, noting that his shoes have contributed to his problems, as he often opts for style over comfort. Haworth owns 80 pairs by such high-end labels as Louis Vuitton, Gucci, Prada and Saint Laurent. He even posts a shoe of the month on his Facebook page.
Haworth, owner of parent company Biochemistry, plans to expand his product offering to include cosmetics in the future.