Physicians Formula
Physicians Formula is a 1937-founded mass-market hypoallergenic cosmetics brand owned by Markwins Beauty Brands, selling dermatologist-tested color makeup and skincare across its DTC site, Amazon, Walmart.com, and major US drug and mass retailers in the $9.49–$24.99 price band.
- Company typePrivate
- Founded1937
- HeadquartersAzusa, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Physicians Formula does
Physicians Formula is a mass-market color cosmetics and skincare brand founded in 1937 in Azusa, California, and currently operating as a subsidiary of Markwins Beauty Brands (which also owns wet n wild). The company sells hypoallergenic, dermatologist-tested, and cruelty-free makeup products organized into multiple sub-brand collections including Butter (skincare-infused makeup with natural butters such as murumuru, cupuaçu, and tucuma), Bronze Booster™ (sun-activated glow bronzing), Mineral Wear Diamond (mineral- and diamond-infused products), Organic Wear, Rosé, and 24-Karat. The portfolio spans face, eye, and lip categories with unit pricing ranging from $9.49 to $24.99, positioning the brand in the accessible mass tier rather than prestige or indie beauty.
The company's business model is omnichannel and predominantly unit-based one-time purchase. Distribution spans a Shopify-hosted direct-to-consumer website (physiciansformula.com), major online marketplaces including Amazon (1,175 listings, 2.85M cumulative customer ratings, 4.1-star average) and Walmart.com (1,031 listings, 1.9-star average), and physical retail in CVS, Target, Walmart, and Walgreens. Channel-level pricing strategies are differentiated: the brand prices approximately 40% higher on Walmart.com ($15.59 average) than on Amazon ($11.08 average), indicating deliberate premium positioning on the Walmart shelf while using Amazon primarily for reach and review accumulation. Marketing is run through an integrated stack including Kaplow (Agency of Record for PR), organic and paid social on Instagram, TikTok, Facebook, and Pinterest, email newsletter (15% first-order signup incentive), and paid search via Microsoft/Bing.
Brand credibility is structurally reinforced through the Physicians Coalition, an annual advisory board established in 2018 comprising one allergist and three dermatologists who advise on formulation and healthy beauty regimens. This coalition is the company's primary mechanism for sustaining its physician-founded, clinically-credentialed positioning in a category where most mass-market competitors rely on marketing claims alone. Recent activity includes the July 2025 launch of the Butter Glow Blushing Serum ($16.99, exclusive to DTC and Walmart.com) and the February 2025 appointment of Kaplow as AOR, signaling continued active brand investment despite no disclosed revenue or growth figures.
Physicians Formula firmographics
Firmographics- Name
- Physicians Formula
- Legal name
- Physicians Formula
- Website
- https://physiciansformula.com
- Company type
- Private
- Founded year
- 1937
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Physicians Formula is a 1937-founded mass-market hypoallergenic cosmetics brand owned by Markwins Beauty Brands, selling dermatologist-tested color makeup and skincare across its DTC site, Amazon, Walmart.com, and major US drug and mass retailers in the $9.49–$24.99 price band.
- Ownership category
- akta.pro rank
Physicians Formula industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)
- akta.pro secondary industries
- Eye & Lip Skincare (CRABAAAC), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD), Medical-Grade / Clinical Facials (Dermatology & Med Spa) (HSALADAN)
Keywords
Where Physicians Formula is headquartered
LocationHeadquarters
- HQ city
- Azusa
- HQ country
- United States
- HQ region
- North America
Markets served
Physicians Formula business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Product Sales (Direct E-commerce): Direct-to-consumer sales through brand's official website physiciansformula.com
- Product Sales (Marketplace): Sales through major online marketplaces including Amazon (1,175 listings) and Walmart.com (1,031 listings). Amazon significantly outperforms Walmart in customer ratings (2.85M vs 117K) and average product ratings (4.1 vs 1.9 stars).
- Product Sales (Retail): Physical retail distribution through major drugstores and mass retailers including CVS, Target, Walmart, and Walgreens as seen on brand website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Butter Glow Blushing Serum |
| Unit Pricing | Pay-as-you-go | Bronze Booster Sun Grip Glow Activated Bronzing Primer |
| Unit Pricing | Pay-as-you-go | Bronze Booster Sun Tint Glow Activated Cheek & Lip Stain |
| Unit Pricing | Pay-as-you-go | Bronze Booster Sun Blur Glow Activated Bronzing Balm |
| Unit Pricing | Pay-as-you-go | Mineral Wear Diamond Lip Oil Stain |
| Unit Pricing | Pay-as-you-go | Butter Glow Body Bronzer |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Physicians Formula product offering
Product offeringCore offering
Physicians Formula develops, manufactures, and sells hypoallergenic, dermatologist-tested color cosmetics and skincare-infused makeup across face, eyes, and lips categories. Its portfolio is organized into sub-brand collections including Butter, Bronze Booster™, Mineral Wear Diamond, Organic Wear, Rosé, and 24-Karat, sold at mass-market price points between $9.49 and $24.99. The brand is positioned around physician-founded heritage and the 2025 Physicians Coalition advisory board of one allergist and three dermatologists.
Product overview
Physicians Formula is a hyp allergenic beauty brand founded in 1937, now part of Markwins Beauty Brands. The company offers a diversified portfolio of makeup and skincare products organized into distinct sub-brands/collections: Butter Collection (skincare-infused makeup with natural butters), Bronze Booster™ (sun-activated glow technology), Mineral Wear Diamond (mineral-based and diamond-infused products), Organic Wear (organic/natural line), Rosé (rose-infused products), and 24-Karat (gold-infused luxury line). The product portfolio spans face (bronzer, blush, concealer, foundation, highlighter, powder, serums), eyes (brow, eyeliner, eyeshadow, mascara), and lips categories. Products are positioned as dermatologist-tested, hypoallergenic, and cruelty-free with physician-approved formulations at accessible price points. Distribution includes brand's website, major retailers (Walmart, Target, CVS, Walgreens), and Amazon.
Differentiator
Problem solved
Functional benefit
Brands
- Butter: Product collection featuring natural butters including murumuru, cupuaçu, and tucuma for skin-melting, moisturizing formulations.
- Bronze Booster™
- Mineral Wear Diamond
- Organic Wear
- Rosé
- 24-Karat
Products and services
- Butter Collection Skincare-infused makeup line featuring natural butters (murumuru, cupuaçu, tucuma) delivering softening, moisturizing, and conditioning cosmetic results for consumers with sensitive skin.
- Bronze Booster™ Collection Sun-activated glow bronzing collection including primer, cheek and lip stain, bronzing balm, pressed bronzer, pressed blush, and bronzing drops for radiant sun-kissed color.
- Mineral Wear Diamond Collection Mineral-based and diamond-infused makeup line including lip oil stains in shades such as Mesmerizing Mauve, Precious Pink, Natural Nude, and Radiant Rose.
- Organic Wear Collection Collection of organic and natural beauty products within the Physicians Formula portfolio.
- Rosé Collection Rose-infused beauty products line within the Physicians Formula portfolio.
- 24-Karat Collection Gold-infused luxury beauty products line within the Physicians Formula portfolio.
- Butter Glow Blushing Serum One-step beauty product with skin-melting formulation featuring natural butters (murumuru, cupuaçu, tucuma) that provides natural, radiant glow and skincare benefits including softening, moisturizing, and conditioning; priced at $16.99.
- Butter Glow Body Bronzer Body bronzer from the Butter Collection delivering a natural radiant glow with skincare-infused natural butters, priced at $24.99.
- Bronze Booster Sun Bronzing Primer Glow-activated bronzing primer from the Bronze Booster Sun collection providing a radiant base, priced at $15.49.
- Bronze Booster Sun Blur Bronzing Balm Ultra-creamy balm-format cream bronzer with glow-activated technology for effortless application, priced at $16.99.
- Bronze Booster Sun Cheek & Lip Stain Glow-activated cheek and lip stain from the Bronze Booster Sun collection, priced at $13.49.
- Mineral Wear Diamond Lip Oil Stain Diamond-infused lip oil stain available in shades including Mesmerizing Mauve, Precious Pink, Natural Nude, and Radiant Rose, priced at $9.49.
- Butter Glow & Go Multiuse Stick Multiuse makeup stick from the Butter Glow & Go line available in shades including Beach Bum Plum, Berry Tan, Sunkissed Rose, and Beachy Pink.
Companies that use Physicians Formula
Customer profileSegments2 records
Ideal customer profiles2 records
Physicians Formula technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Physicians Formula partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- KaplowcoreNamed as Agency of Record (AOR) for Physicians Formula. Kaplow already handles PR for fellow beauty brand wet n wild, which operates under the same parent company Markwins Beauty Brands. This represents the brand's primary PR and marketing communications partnership.
- Markwins Beauty BrandsflagshipParent company of Physicians Formula. Markwins Beauty Brands acquired the brand and continues to operate it as part of its portfolio, which includes sister brand wet n wild. Markwins is committed to providing affordable, expert-backed beauty products.
- 2025 Physicians CoalitioncoreAdvisory board comprising one allergist and three dermatologists who provide expertise on healthy beauty regimens for all skin types. The coalition, which began in 2018, represents the brand's ongoing commitment to its physician-founded heritage and positioning around hypoallergenic, dermatologist-tested products.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Physicians Formula competitors and assessment
Company assessmentDirect peers
- Maybelline: L'Oréal-owned mass-market color cosmetics leader competing directly with Physicians Formula in face, eye, and lip categories at the same drug and mass retailers in the US.
- CoverGirl: Iconic mass-market color cosmetics brand (now under Supernus/former Coty) sold at the same drugstores and mass retailers, with overlapping face, eye, and lip product lines.
- e.l.f. Beauty: Public, fast-growing mass-market affordable cosmetics brand competing on price, digital marketing, and Gen Z engagement across the same retail and online channels as Physicians Formula.
- wet n wild: Sister brand under Markwins Beauty Brands and direct mass-market color cosmetics competitor to Physicians Formula, sharing distribution, parent resources, and the Kaplow PR agency.
- Milani: Mass-market color cosmetics brand sold at drugstores and mass retailers, with comparable price points and product range in face, lip, and eye makeup.
- Almay: Hypoallergenic, dermatologist-tested mass-market color cosmetics brand (Revlon) with the same sensitive-skin positioning and drugstore distribution as Physicians Formula.
Broad incumbents
- Revlon: Large incumbent mass-market beauty company with broad color cosmetics and beauty portfolio overlapping Physicians Formula at mass and drug retailers in the US.
- L'Oréal: Global beauty conglomerate whose mass-market brands (Maybelline, L'Oréal Paris) compete head-to-head with Physicians Formula across drug, mass, and online channels in the US.
Emerging players
- Burt's Bees: Natural-ingredient beauty brand with a similar positioning of affordable, 'better-for-you' products; overlaps with Physicians Formula's Organic Wear and sensitive-skin messaging.
Others
- CeraVe: Dermatologist-developed skincare brand whose sensitive-skin, dermatologist-endorsed positioning increasingly blurs into skincare-makeup hybrids that compete with Physicians Formula's Butter franchise.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Physicians Formula social profiles
Digital presencePhysicians Formula compliance and trust
Trust signalCompliance3 records
Physicians Formula financial estimates
Financial estimateRevenue estimate
Valuation estimate
Physicians Formula leadership team
Management profileNumber of profiles
Profiles1 record
Physicians Formula funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Physicians Formula M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Physicians Formula
What does Physicians Formula do?
Physicians Formula develops, manufactures, and sells hypoallergenic, dermatologist-tested color cosmetics and skincare-infused makeup across face, eyes, and lips categories. Its portfolio is organized into sub-brand collections including Butter, Bronze Booster™, Mineral Wear Diamond, Organic Wear, Rosé, and 24-Karat, sold at mass-market price points between $9.49 and $24.99. The brand is positioned around physician-founded heritage and the 2025 Physicians Coalition advisory board of one allergist and three dermatologists.
Is Physicians Formula a public or private company?
Physicians Formula is a private company. It is classified as corporate owned and is currently operating.
When was Physicians Formula founded?
Physicians Formula was founded in 1937. It employs 251 to 500 people.
Where is Physicians Formula based?
Physicians Formula is headquartered in Azusa, United States, in the North America region.
How does Physicians Formula make money?
Three revenue lines are on record. Product Sales (Direct E-commerce) is the primary driver. The others are product Sales (Marketplace) and product Sales (Retail).
Who are Physicians Formula's main competitors?
Direct peers on record are Maybelline, CoverGirl, e.l.f. Beauty, wet n wild, Milani and Almay. Broad incumbents are Revlon and L'Oréal. Burt's Bees is listed as an emerging player. CeraVe is listed as an others.
Does Physicians Formula have an API?
No public API is recorded for Physicians Formula.
What industry is Physicians Formula in?
Physicians Formula's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter), with a secondary code of CRABAAAC, Eye & Lip Skincare. Its NAICS code is 456120 and its SIC code is 2844.