By  on April 21, 2016

John Paul DeJoria, the cofounder of Paul Mitchell Systems, Patron tequila and a handful of other companies, is at it again.

This time he’s bringing cold-sore treatment Aubio, $39.99, to the market, saying he expects to build a billion-dollar business. The Aubio line also includes a lip balm with SPF 15 that retails for $9.99. The products launched nationwide in Target retail stores Thursday, and are sold on Amazon and Target’s website. According to DeJoria, citing the World Health Organization, more than 3.7 billion people suffer from cold sores, giving him a massive market to serve.

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