A treatment for cold sores from a French drug developer is entering the U.S. market though a Charleston-based pharmaceutical business.

Innocutis Holdings LLC said last week that it plans to use its own sales force to launch Sitavig in the North America skin-care market in the third quarter this year.

The prescription treatment is being licensed from France's BioAlliance Pharma in exchange for upfront payments, royalties and other terms.

Sitavig comes in self-sticking dissolvable tablets.

"In order to reach the maximum number of patients in the North American market with this revolutionary product, Innocutis will pursue sublicensing opportunities in multiple specialty fields while the Innocutis sales force focuses on dermatology," CEO Joe Pecora said in a statement.

The company said it plans to recruit potential partners to market the drug to primary-care doctors and other physicians at the industry conference Bio2014 in San Diego in June.

The Food and Drug Administration authorized the marketing of Sitavig in the United States last year, according to BioAlliance's website.

Formerly known as JSJ Pharmaceuticals, Innocutis specializes in the development and commercialization of therapies for skin ailments. It moved to Charleston from Philadelphia in 2007. The company announced in 2011 that a Florida venture capital fund had invested $6.5 million in the business.