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.

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.