So how did Lilly break Novo's first mover advantage
Melasma is driven by hormonal fluctuations (pregnancy, oral contraceptives, polycystic ovary syndrome, perimenopause) combined with UV exposure, and it produces a brownish or greyish patch often called the melasma mustache

What's inside Ingredients List Water Skin Conditioning 3-O-Ethyl Ascorbic Acid Skin Conditioning Propanediol Solvent Propylene Glycol Humectant Betaine Humectant Glycerin Humectant Glyceryl Glucoside Humectant Glutathione Phenoxyethanol Preservative Squalane Emollient Sodium Acrylates Copolymer Lecithin Emollient Undecylenoyl Phenylalanine Skin Conditioning Allantoin Skin Conditioning Tocopherol Antioxidant Carbomer Emulsion Stabilising Ethylhexylglycerin Skin Conditioning Octenidine Hcl Antimicrobial Disodium EDTA Triethanolamine Buffering Water, 3-O-Ethyl Ascorbic Acid, Propanediol, Propylene Glycol, Betaine, Glycerin, Glyceryl Glucoside, Glutathione, Phenoxyethanol, Squalane, Sodium Acrylates Copolymer, Lecithin, Undecylenoyl Phenylalanine, Allantoin, Tocopherol, Carbomer, Ethylhexylglycerin, Octenidine Hcl, Disodium EDTA, Triethanolamine Key Ingredients Benefits Concerns Ingredients Explained Water
Klei et al