To pay for the marketing agency services for 2023. The PR clearly stated that they're working with ViaDerma for 2023 to power all marketing developments.
If VDRM hired internally, the amount of bodies and budgets they would require on staff would likely run them $500K yearly at least. Competitors invest that weekly or monthly alone in marketing and brand development.
IS is incentivized to grow the business. Raising the OS doesn't mean the shares were all sold and diluted.