Growth driven by efficient Avenova® direct-to-consumer e-marketing programs

NovaBay® Pharmaceuticals, Inc. (NYSE American: NBY) reports preliminary net revenue for its eyecare and wound care business for the first quarter of 2024 of $2.6 million, a 13% increase from the first quarter of 2023. This increase was achieved with lower sales and marketing expenses, and is attributed primarily to social media marketing programs aimed at consumer sales of the Company’s lead product, Avenova Antimicrobial Lid & Lash Solution.

“We started 2024 with strong revenue growth from our core eyecare business while reducing marketing spend by capitalizing on our e-marketing expertise,” said Justin Hall, CEO of NovaBay. “Investing in direct-to-consumer marketing to leverage our clinical pedigree is a modern approach to the pharmaceutical industry’s traditional sales model. We are pleased that our social media programs are efficiently establishing consumer trust in the Avenova brand as eyecare professionals engage with new potential customers to share their personal experience, knowledge and recommendations.”

NovaBay also announces the expansion of its Avenova Ambassador initiative, an efficient omni-channel, influencer-based social media program. This initiative involves content collaborations and affiliate partnerships with key medical influencers including optometrists and ophthalmologists, collectively known as Avenova “Docfluencers,” as well as consumer-based influencers in strategic growth categories such as beauty and health and wellness. The Avenova Ambassador initiative is proven to be successful in reaching new customers while helping build brand awareness and loyalty via social media channels including TikTok, Instagram, YouTube, Facebook and Pinterest, as well as in email campaigns.

About NovaBay Pharmaceuticals, Inc.

NovaBay’s leading product Avenova® Antimicrobial Lid & Lash Solution is often prescribed by eyecare professionals for blepharitis and dry-eye disease and is available directly to consumers through online distribution channels such as Amazon.com. It is clinically proven to kill a broad spectrum of bacteria to help relieve the symptoms of bacterial dry eye, yet is non-irritating and completely safe for regular use. NovaBay offers a full portfolio of scientifically developed products for each step of the standard dry eye treatment regimen, including the Avenova Eye Health Support antioxidant-rich oral supplement, Avenova Lubricating Eye Drops for instant relief, Avenova Warm Eye Compress to soothe the eyes and the i-Chek by Avenova to monitor physical eyelid health. The Avenova Allograft, an amniotic tissue prescription-only product, is available through eyecare professionals in the United States.

Forward-Looking Statements

This release contains information about management's view of the Company's future expectations, plans and prospects that constitute forward-looking statements within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements can be identified by the fact that they do not relate strictly to historic or current facts. Such forward-looking statements are based upon management’s current expectations, assumptions, estimates, projections and beliefs. These statements include, but are not limited to, statements regarding our business strategies, commercial progress, current and potential future sales channels, and any future revenue, and the timing of such revenue, that may result from these marketing efforts, as well as generally the Company’s expected future financial results. These statements involve risks, uncertainties and other factors that may cause actual results or achievements to be materially different and adverse from those expressed in or implied by these forward-looking statements. Factors that might cause or contribute to such differences include, but are not limited to, risks and uncertainties relating to the size of the potential market for our products, the Company’s products not being able to penetrate one or more targeted markets and the Company’s ability to continue as a going concern and revenues (or the execution on capital raise opportunities) not being sufficient to meet the Company’s cash needs. Other risks relating to NovaBay’s business, including risks that could cause results to differ materially from those projected in the forward-looking statements in this press release, are detailed in NovaBay’s latest Form 10-K/Q filings with the Securities and Exchange Commission, especially under the heading “Risk Factors.” The forward-looking statements in this release speak only as of this date, and NovaBay disclaims any intent or obligation to revise or update publicly any forward-looking statement except as required by law.

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Avenova Purchasing Information For NovaBay Avenova purchasing information: Please call 800-890-0329 or email sales@avenova.com Avenova.com

NovaBay Justin Hall Chief Executive Officer and General Counsel 510-899-8800 jhall@novabay.com

Investor LHA Investor Relations Jody Cain 310-691-7100 jcain@lhai.com

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