P&G announces new Specialty Beauty division

By Julia Wray | Published: 8-Mar-2022

Encompassing Farmacy, Tula Skincare, Ouai and First Aid Beauty, the division will be helmed by Chris Heiert

Procter & Gamble has created a new Specialty Beauty division for high-end products under its global P&G Beauty business.

Brands under the new umbrella will include P&G’s big three recent acquisitions, Ouai, Tula Skincare and Farmacy, as well as 2018 purchase First Aid Beauty.

It will further encompass brands incubated by P&G in-house, including SeeMe Beauty, the brand created for women over 50, and anti-hair loss label KeepItAnchored, in addition to SK-II’s North American business.

P&G veteran Chris Heiert has been confirmed as leading the new division, reporting to CEO Alex Keith.

Farmacy Beauty was founded by entrepreneur David Chung in 2015.

It was described by P&G upon announcement of the acquisition in November 2021 as a brand P&G had had its eye on for a while, as a result of Farmacy’s “science combined with natural ‘farm-to-face’ ingredient sourcing”.

Following this, in December, P&G snapped up Ouai, the prestige hair care brand founded by Jen Atkin for an undisclosed sum.

Probiotics-based Tula, meanwhile, joined the P&G stable at the beginning of this year; it is the brainchild of Dr Roshini Raj, a practising gastroenterologist, alongside Bobbi Brown co-founder Ken Landis and tech entrepreneur Dan Reich.

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