Procter & Gamble Beauty announced Wednesday its intent to buy skin care and wellness brand TULA, pending regulatory approvals. TULA and its New York-based team, including CEO Savannah Sachs, will continue to operate independently. P&G Beauty’s role will be to support TULA to drive growth and innovation of the brand. Details of the acquisition were not disclosed.
The deal marks P&G’s third prestige beauty acquisition in recent months. The company bought Ouai and Farmacy Beauty in the fourth quarter of 2021.
Founded by gastroenterologist Dr. Roshini Raj in 2014, along with Ken Landis and Dan Reich, TULA is positioned as clean, clinically effective skin care powered by probiotic extracts and superfoods. Dr. Raj, the author of Gut Renovation, applied her more than two decades of passion for probiotics to skin care, which look to help improve skin’s balance; soothe skin; calm irritation; and nourish skin to improve hydration.
“TULA is a perfect complement to our portfolio with its foundation in science-based skin care that provides clinically-proven solutions. Dr. Raj, Savannah and the entire TULA team have done an amazing job building this brand to a leader in prestige skin care. We are thrilled to bring the TULA brand and the entire team into our P&G Beauty family,” said Markus Strobel, President, P&G Global Skin & Personal Care.
“I am so happy that we have found our forever home, joining the P&G Beauty family. The choice was clear for us with their Responsible Beauty commitment, science-based innovation capabilities, and their deep respect for our vision to inspire confidence and be a positive force for change in the beauty industry,” said Savannah Sachs, CEO, TULA. “We look forward to retaining what has made TULA a success while tapping into P&G Beauty’s tremendous scale to drive growth in this exciting next chapter.”
Since launching at Ulta Beauty in 2018 with five SKU’s, TULA has solidified its position as a category leader and a top ranked prestige skin care brand. Today, TULA sells more than 40 SKUs in just over half of Ulta stores within six feet of space; the balance of stores devote four and half feet to the brand.
“The Ulta partnership has been critical to driving brand awareness and a transformative element to our growth over the past three years,” Savannah told CEW Beauty News in December. The brand launched body care in Ulta last month, ahead of its DTC site, as a nod to the partnership. In the last year TULA has seen a resurgence of brick-and-mortar retail growth with just under 50 percent of revenue coming from DTC.
“I am excited to grow our R&D and product innovation capabilities even further and to empower a global audience to embrace their skin,” said Dr. Raj in a statement.