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5 reasons to be cautious about this trendy skin-care company’s upcoming IPO

Skincare company DERMAdoctor Inc. is known for anti-aging, blemish-reducing products with snazzy names like “Ain’t Misbehavin’” and “Poetry in Lotion,” sold at popular U.S. beauty stores like Sephora and Ulta Beauty.

The Kansas City, Mo.-based company, founded and run by a husband-and-wife doctor duo, plans an initial public offering for July 18, according to market intelligence firm Ipreo. DERMAdoctor is expected to trade under the ticker “DDOC” and price at around $5 per share, with estimated net proceeds of nearly $11 million.

The skincare market is a large-and-growing, lucrative business and the DERMAdoctor offering could be an appealing way for investors to buy into the space.

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