Approved as the first OTC product by the FDA through its unique mechanism

Haleon's Abreva (active ingredient: 10% docosanol) is a leading product that has completed FDA approval (NDA 020941) as an over-the-counter (OTC) drug for the treatment of cold sores. It has a mechanism of action as a host cell entry inhibitor, which blocks the penetration of herpes simplex virus type 1 (HSV-1) into host cells, and prevents viral replication early on. This is a differentiating point from existing drugs that only relieve symptoms, and it has proven to shorten the healing period of cold sores in clinical trials, leading to its approval in July 2000. Being the first and only FDA-approved OTC cream available without a prescription has significantly increased consumer accessibility.

Consumer healthcare spin-off and portfolio strengthening

Abreva was originally developed by Avanir Pharmaceuticals, then acquired by GlaxoSmithKline (GSK), and became a core asset of Haleon, which was spun off as a consumer healthcare division in 2022. Haleon is fostering this brand as a flagship product in the therapeutic skin health category and driving continuous organic growth. Despite the mergers and spin-offs of major multinational pharmaceutical companies, it has maintained its unique market dominance and continues to play a stable role as a cash cow. This portfolio restructuring is considered a successful example of Haleon's corporate spin-off strategy to establish itself as a consumer healthcare specialist.

Competitive landscape of the global herpes simplex virus treatment market

The global herpes simplex virus (HSV) treatment market is currently valued at approximately USD 2.5 billion to USD 3.1 billion and is continuing to expand. Despite the launch of generic docosanol by Viatris and Novartis, and fierce competition for market share with prescription drugs such as Zovirax (active ingredient: acyclovir) and Denavir (active ingredient: penciclovir), Abreva maintains its position as the dominant player in the OTC market. Given that a high percentage of the world's population has the cold sore virus, demand for treatment is not expected to decrease in the short term. Abreva's strong brand recognition is a driving force in preserving sales by maximizing price defense in the face of low-cost generic products.

Brand expansion strategy for long-term growth

Abreva is already a marketed product that has reached maturity, but thanks to Haleon's continued marketing investment and optimized distribution network, it continues to show stable growth. In its recent Q3 2025 earnings announcement, it also officially stated that the increase in sales in the therapeutic skin health division was due to the strong performance of Abreva. With the overall herpes simplex virus treatment market expected to grow at an annual rate of 4% to 8% to approximately USD 4 billion by 2030, the market value of Abreva is expected to increase further. Haleon is pursuing a strategy to extend the brand's lifespan in the long term by expanding beyond simple distribution channels to include digital healthcare marketing and expanding its target consumer base.