The probiotic-based skincare brand has just been acquired by the Procter&Gamble group. A new acquisition that shows the ambition of the industrialist to “premiumize” its cosmetic offer.
After the hair brand Ouai, it’s Tula’s turn to join the ranks of Procter&Gamble. Founded by Dr. Roshini Raj, Tula features clean formulations based on probiotics and superfoods. Tula, which had sales of around $150 million in 2021, is expected to keep the same management team. Procter&Gamble said the brand would retain some independence.
“Tula is a perfect complement to our portfolio with its expertise in scientifically based skin care products that offer clinically proven solutions. The entire Tula team has done an outstanding job of building this brand into a leader in prestige skincare. We are delighted to welcome the brand and the entire team to the P&G Beauty family,” said Markus Strobel, President of Procter & Gamble’s Beauty Division.
