15. Xiidra

Xiidra

Active ingredient: lifitigrast
Disease: dry eye
Peak sales estimate: $2 billion-plus
Approved: July 12
Company: Shire

The Scoop: Shire faced some setbacks getting to market with Xiidra, the first-ever med specifically indicated to treat dry eye. But now the product is here, and it’s giving Allergan blockbuster Restasis a run for its money. Restasis hasn’t exactly rolled over, though. As of November, its new-to-brand prescriptions hadn’t dipped despite the new competition, meaning the drugmakers had succeeded in growing the overall market. They’ve certainly been trying, with each company bringing on a famous actressJennifer Aniston for Shire, Marisa Tomei for Allerganto help boost awareness efforts. -- Carly Helfand

15. Xiidra

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