In order to launch his company, Alexis Moussalli also associated with Secor (Société d'exportation, commission, représentation), a French-American corporation, which was to field Tho-Radia products on the market. The brand was officially launched in 1932 for Paris and in 1933 for the rest of France. Tho-Radia creams got noticed through their recognisable advertising, designed by publicist Tony Burnand, depicting a young, blond woman lit from below by visible rays. This image, which became associated with the brand in the public consciousness, would serve into the 1950s. The success of Tho-Radia creams allowed Alexis Moussalli to start selling powder, toothpaste and soap, although the two later were sold as containing only thorium.
The first products by Tho-Radia did actually contain radium, as a July 1932 analysis by Colombes scientific research laboratory certified that 100 grams of cream contained "0,223 microgram of radium bromide".
From 1937, regulation on radioactive materials changed, limiting their usage to  medical prescription and mandating a red label with the mentions "Poison", or "Toxic" for products with internal use. Tho-Radia then changed its marketing, and on 23 April 1937, SECOR registered the Tho-Radia brand again, but leaving out any mention of radium and of Alfred Curie, only to keep the name of the now successful line of products.