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Star of E’s ‘Botched’ Launches Line at Macy’s

Macy's Impulse Beauty will be the physical store launch for Nassif MD Bio-Rhythmic Skincare.

Now consumers who don’t want to botch their skin care can buy plastic surgeon and reality star Dr. Paul Nassif’s products at Macy’s.

Nassif, who repairs cosmetic procedures gone wrong on E’s “Botched,” has created a line called Nassif MD Bio-Rhythmic Skincare.

Nassif is building his own omnichannel portfolio. Last month he launched an entirely separate and non-related collection on HSN.

First available last year on his Web site, Nassif’s MD Bio-Rhythmic Skincare consists of Clock AM Day Serum, Clock PM Night Serum and Dawn to Dusk Exfoliating Cleanser. The collection launches next week in Macy’s Impulse Beauty department within 30 doors, including Herald Square. Prices range from $35 for the cleanser to $110 for the PM Night Serum.

“This is the first brick-and-mortar launch,” said Nassif, adding Macy’s is a store he grew up with. “It is special to me. I love the place.” Nassif said he will make in-store appearances to help support the brand.

According to Nassif, the new collection is aimed at women leading high-stress lives who “don’t take care of themselves.” The formulations are said to address the skin’s bio-rhythmic changes that are experienced during the day versus the night. “During the day is when you get all of the oxidative stressors and damage and you also have a lack of moisture,” he said. The daytime formula includes hyaluronic acid and an ingredient which blocks high-energy visible light that can cause photo aging. “That’s the light in iPads and computers,” he explained. “Some people are on their darn computers all day long.”

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The PM Night Serum helps counteract the fact few people get a full eight-hour night of sleep. The night serum has liposome-delivered Roxisome to support the skin’s natural repair of damage from oxygen-free radicals that occur during the day. “I’ve done a lot of research on bio-rhythms and that helped us decide how to create this line.”

The Dawn To Dusk Exfoliating Cleanser features jojoba and ivory palm seed spheres to rid the skin of dead cells and surface impurities.