Olay

What Olay does

Olay is a mass-market skincare brand owned by Procter & Gamble, originally launched in 1952 and acquired by P&G in 1985. The brand develops and sells anti-aging face and body skincare products targeting women, positioned in the mass-market to masstige price tier (products $6.65-$46.65). Core product families include the Regenerist franchise (Micro-Sculpting Cream, Hyaluronic Gel, Niacinamide Hydrating Cream, Collagen Peptide Moisturizing Cream, Vitamin C Moisturizer), the Super Collection (Super Serum, Super Serum Night Repair, Super Cream with SPF 30, Super Eyes), Retinol24, Total Effects, Complete, and the recently launched Regenerist Treatments line and Cleansing Melts. Underlying product technology centers on proprietary peptide complexes including Triple Collagen Peptide and Hexa-Repair Peptide Complex, backed by over 1,000 clinical and consumer studies and 50+ years of peptide research. The Cleansing Melts product applies patented water-free solid-fiber science using biodegradable threads.

The company's technology platform is anchored by the Skin Advisor (launched 2016), an AI-powered consultation tool upgraded in June 2026 with Haut.AI's Virtual Companion / SkinGPT system that uses generative AI and computer vision (LIQA technology) to analyze user skin from guided selfies and simulate how recommended routines are expected to improve wrinkles, texture, and pigmentation over 4-8 weeks, calibrated against a dataset of 10,000+ AI-generated skin profiles and clinical trial data. Olay also patented the water-free Cleansing Melts technology with 50+ supporting patents.

Olay's business model combines direct-to-consumer e-commerce (olay.com with Club Olay loyalty, free shipping, Subscribe & Save subscription at 5% off, and referral incentives) with broad mass and prestige retail distribution through Walmart, Target, Amazon, and Ulta Beauty, plus drugstore and grocery channels. The brand generates one-time product sales as its primary revenue stream and recurring subscription revenue via Club Olay. Go-to-market is multi-modal: product-led growth anchored on dermatologist recommendations and clinical-trial-displayed efficacy, direct-to-consumer digital via the Skin Advisor tool, and event/influencer-driven brand-building using celebrity ambassadors (Sarah Michelle Gellar, Brenda Song), athletes (A'ja Wilson, Paige Bueckers), and content creators (Corporate Natalie, Isabel Clancy). The brand operates across North America (USA), Asia Pacific (China), and Latin America (Mexico) and reports as part of Procter & Gamble's Beauty segment, with no separately disclosed brand-level revenue.

Name

Olay

Legal name

The Procter & Gamble Company

Website

https://olay.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

1–10 employees

Short description

Olay is a Procter & Gamble-owned mass-market skincare brand offering anti-aging face and body products featuring proprietary peptide technologies (Triple Collagen Peptide, Hexa-Repair Peptide Complex) and an AI-powered Skin Advisor platform, sold direct-to-consumer and through Walmart, Target, Amazon, and Ulta Beauty.

Ownership category

akta.pro rank

Product category

Anti-Aging Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Eye & Lip Skincare (CRABAAAC), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Anti-aging skincare
• Face moisturizers
• Skincare serums
• Personal care products
• Skin treatment science

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Skincare Product Sales: Primary revenue from selling face skincare products (moisturizers, serums, treatments, cleansers) and body care products (body washes, lotions) through retail and direct-to-consumer channels.
2. Subscription (Subscribe & Save): Club Olay subscription service offering 5% off on all subscription orders plus exclusive free gifts. Recurring revenue through scheduled deliveries.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Olay is a mass-market-to-masstige skincare brand selling anti-aging face moisturizers, serums, treatments, cleansers, body washes, and lotions through its own e-commerce site, major retailers (Walmart, Target, Amazon, Ulta), and a Subscribe & Save program. Core franchises include the Regenerist anti-aging line powered by proprietary peptide technologies (Triple Collagen Peptide, Hexa-Repair Peptide Complex), the Super Collection of multi-benefit products, and Retinol24 collections, backed by 70+ years of cellular aging research and an AI-powered Skin Advisor platform.

Product overview

Olay is a Procter & Gamble skincare brand offering a comprehensive product portfolio centered on anti-aging and cellular science. The core offerings include the Regenerist line (featuring Micro-Sculpting Cream, Hyaluronic Gel, and Niacinamide Cream), Super Collection (Super Serum, Super Serum Night Repair, Super Cream with SPF, and Super Eyes), and Retinol24 Night Moisturizer. The brand recently launched Regenerist Treatments—a five-product collection of non-invasive anti-aging treatments—and introduced Cleansing Melts using patented water-free science. Olay's AI-powered Skin Advisor platform provides personalized product recommendations, recently enhanced with Haut.AI's Virtual Companion technology for outcome-simulation. Key ingredients across the portfolio include Triple Collagen Peptide, Niacinamide, Hyaluronic Acid, Vitamin C, and Retinol. The brand emphasizes dermatologist recommendation, over 70 years of cellular science research, and products targeting concerns including wrinkles, firmness, hydration, brightening, and texture.

Differentiator

Problem solved

Functional benefit

Brands

• Regenerist: Premium anti-aging skincare line featuring peptides, collagen, and advanced cellular science formulations for visibly firmer, younger-looking skin.
• Super Collection
• Retinol 24
• Cleansing Melts
• Total Effects
• Complete

Products and services

• Regenerist Micro-Sculpting Cream Moisturizer Flagship anti-aging face moisturizer featuring Triple Collagen Peptide technology, Niacinamide, and Pro-Vitamin B5 to deliver visibly firmer skin in 7 days. For women seeking anti-aging skincare with visible wrinkle reduction and skin firming benefits.
• Super Serum Multi-benefit 5-in-1 serum combining activated niacinamide, vitamin C, collagen peptide, vitamin E, and AHA to deliver hydration, smoothness, firmness, brightness, and improved texture. For mass-market consumers seeking multiple skincare benefits in one product.
• Super Serum Night Repair Night treatment serum featuring activated niacinamide, peptide, salicylic acid, lactic acid, and glycerin to improve surface cell renewal, evenness, hydration, smoothness, and reduce dark spots. For consumers with uneven skin tone, dark spots, and texture concerns.
• Super Cream with Sunscreen SPF 30 5-in-1 ultra-lightweight moisturizer with SPF 30 protection combining activated niacinamide, vitamin C, collagen peptide, vitamin E, and AHA to hydrate, smooth, brighten, firm, and protect skin daily. For consumers seeking multi-benefit daytime moisturizer with sun protection.
• Super Eyes Daily Eye Serum Eye treatment serum with 5-in-1 benefits to improve firmness, reduce puffiness, address tired eyes, fine lines, and dark circles using vitamin C, caffeine, aloe vera, niacinamide, and amino peptide. For consumers targeting under-eye concerns.
• Retinol 24 Night Moisturizer Overnight anti-aging moisturizer with proprietary retinol complex, niacinamide, peptides, and glycerin to smooth and brighten skin while delivering deep hydration without irritation. For consumers with sensitive skin seeking anti-aging without harsh reactions.
• Cleansing Melts Water-activated solid cleansing squares using patented water-free science with biodegradable thread technology. Contains only 6-8 ingredients vs up to 68 in traditional cleansers, with 100% recyclable packaging. For consumers seeking clean, simple-ingredient, sustainable facial cleansers.
• Regenerist Treatments Line (5-product collection) Five-product non-invasive anti-aging treatment collection powered by Hexa-Repair Peptide Complex, including Face & Neck Treatment ($34.99), Eye Treatment ($34.99), Serum ($29.99), Peel ($34.99), and Lip Treatment ($24.99). For women seeking non-invasive alternatives to cosmetic procedures.
• Regenerist Eye Wrinkle Correcting Treatment Targeted eye treatment using Bakuchiol (gentle retinol alternative) and Hexa-Repair Peptide Complex to visibly reduce eye wrinkles in 28 days without needles or procedures. For consumers with eye-area wrinkles concerned with delicate skin.
• Regenerist Resurfacing Peel Night Treatment Nightly resurfacing peel with lactic acid and Hexa-Repair Peptide Complex to exfoliate, improve skin texture, and reduce fine lines, wrinkles, dark spots, and hyperpigmentation. For consumers with texture concerns and uneven skin tone.
• Regenerist Face & Neck Lifting Treatment Targeted treatment for face and neck with cooling massage roller, featuring Pro NAD+ and Hexa-Repair Peptide Complex to tighten, firm, and contour sagging skin in 28 days. For consumers targeting sagging skin on the face and neck.
• Hyaluronic Ultralight Gel Ultra-lightweight hydrating gel with hyaluronic acid, niacinamide, and peptides to hydrate 2x longer than premium competitors, balance moisture, and plump skin for 24 hours. For consumers with dry or dehydrated skin seeking lightweight hydration.
• Niacinamide Hydrating Cream Higher-concentration niacinamide formula (99% pure) with peptides to strengthen skin barrier, promote surface cell turnover, and visibly firm, lift, and smooth wrinkles. For consumers seeking barrier-strengthening hydration.
• Collagen Peptide Moisturizing Cream Firming moisturizer with collagen peptide molecules 600x smaller than standard collagen for better absorption, combined with niacinamide and Pro-Vitamin B5 to improve elasticity. For consumers seeking improved skin elasticity and firmness.
• Vitamin C Lightweight Moisturizer Brightening moisturizer with vitamin C, niacinamide, and lactic acid to fight free radicals, boost cell turnover, exfoliate, and deliver 2x brighter skin in 28 days. For consumers with dull skin seeking brightening and radiance.
• Science Cell Repair Collection Peptide-based skincare collection featuring cell repair technology aimed at early signs of aging, launched in the U.S. market on Amazon. For consumers targeting early signs of aging with peptide-based formulations.
• Skin Advisor Platform AI-powered personalized skincare recommendation platform using Haut.AI's Virtual Companion technology to analyze skin via guided selfies and project skincare routine outcomes over 4-8 weeks. Provides customized routine recommendations. For consumers seeking personalized skincare guidance before purchase.
• Club Olay Subscribe & Save Subscription program offering 5% off subscription orders, exclusive free gifts, and scheduled deliveries. Part of the Club Olay loyalty program that also provides free standard shipping on all orders. For repeat skincare consumers seeking convenience and savings.

Quantifiable outcome

• 97% saw visible results after 2 weeks with Regenerist Micro-Sculpting Cream
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CeraVe: L'Oréal-owned mass-market skincare brand with strong dermatologist endorsement and clinical positioning. Directly competes with Olay in accessible, science-backed skincare for anti-aging, hydration, and sensitive skin. CeraVe has gained significant share at mass and drug retailers.
• Neutrogena: Kenvue (formerly J&J consumer health)-owned mass-market skincare brand with comparable dermatologist-recommended positioning. Competes head-to-head with Olay across cleansers, moisturizers, anti-aging, and SPF categories at Walmart, Target, and drugstores.
• L'Oréal Paris: Mass-market beauty and skincare brand under L'Oréal, the same parent company as CeraVe and La Roche-Posay. Direct competitor in mass anti-aging (Age Perfect line), cleansers, and moisturizers with similar global distribution and clinical claims.
• Pond's: Unilever-owned mass-market skincare brand with similar heritage positioning (founded 1846) and global distribution. Competes directly with Olay in cleansers, moisturizers, and anti-aging at mass retailers in US, Asia, and Latin America.
• Aveeno: Kenvue (J&J)-owned mass-market skincare brand emphasizing naturally derived ingredients (oat, soy). Direct competitor in sensitive skin and skincare at mass retailers, with comparable price points and distribution footprint.
• No7 (Boots): Boots-owned mass-market anti-aging skincare brand with similar masstige positioning (No7 Protect & Perfect line). Competes with Olay in accessible clinical anti-aging, particularly in UK and US drugstore channels.
• RoC Skincare: French mass-market skincare brand with strong retinol and anti-aging heritage, owned by RoC Holdings. Direct competitor in drugstore anti-aging with comparable pricing ($15-$35) and clinical positioning.
• Cetaphil: Galderma-owned mass-market skincare brand with strong dermatologist endorsement for sensitive skin and gentle cleansers. Direct competitor in cleansers, moisturizers, and sensitive skin categories at mass and drug retailers.

Broad incumbents

• La Roche-Posay: L'Oréal-owned dermocosmetics brand with strong dermatologist positioning and clinical skincare claims. Competes with Olay's clinical-efficacy positioning but at a higher price point and primarily through dermatologist channels and specialty retailers like CVS.

Emerging players

• The Ordinary: DECIEM/Estée Lauder-owned clinical skincare brand built on ingredient-led, transparent, ultra-affordable positioning. Has disrupted mass-market skincare with single-active serums and has become a Gen Z favorite, threatening Olay's clinical-skincare positioning among younger consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCZ1CQE5_gNdcuvxwcZOahzA
• Facebookfacebook.com/OlayUS
• Instagraminstagram.com/olay/?hl=en
• Pinterestpinterest.com/OlayUS
• Xx.com/OlaySkin
• LinkedInlinkedin.com/company/serbetli-selective

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Olay