What Excedrin does

Excedrin operates a consumer-OTC go-to-market model: products are sold as one-time, non-recurring purchases through US mass-retail, drug-store, and e-commerce channels with no prescription required, supported by an FSA/HSA-eligibility message, coupon and Haleon Huddle loyalty programs, and a content-marketing stack (Pain Relief Quiz, Headache & Migraine Academy, You + Excedrin lifestyle hub). Revenue is transactional rather than subscription-based, with end customers split across three primary use-case segments — migraine sufferers, tension/general headache sufferers, and women experiencing hormonal migraines — and the brand is wholly owned by Haleon plc (spun out of GSK in 2022), which provides manufacturing scale, retail negotiating leverage, and cross-brand marketing infrastructure. Specific pricing and brand-level revenue are not publicly disclosed.

Name

Excedrin

Legal name

Excedrin (Brand of Haleon group of companies)

Website

https://excedrin.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Excedrin is a US OTC pharmaceutical brand (owned by Haleon) that sells a family of acetaminophen/aspirin/caffeine combination headache and migraine products, including the #1 neurologist-recommended OTC migraine treatment, via mass retail and e-commerce channels.

Ownership category

akta.pro rank

Product category

OTC Headache and Migraine Medication

NAICS

Pharmaceutical Preparation Manufacturing (325412)

akta.pro primary industry

OTC Pain Relief & Fever (Analgesics, Anti-inflammatory, Topical Pain Relief) (CRADAMAC)

akta.pro secondary industry

Sleep, Stress & Mood Support (HLAIADAG)

Keywords

• OTC headache relief
• Migraine medication
• Pain reliever caplets
• Consumer healthcare
• Combination analgesic

Headquarters

HQ city

Warren

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. OTC Consumer Health Product Sales: Excedrin generates revenue through the sale of over-the-counter headache and migraine relief medications. Products are sold as one-time purchases through retail pharmacies, mass retailers, and e-commerce channels. Revenue is transactional rather than recurring, with typical consumer purchase patterns of occasional use for headache relief.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Excedrin manufactures and sells a family of over-the-counter headache and migraine relief medications combining acetaminophen, aspirin, and caffeine. The product line includes Extra Strength, Migraine, Tension Headache, PM Headache, and Rapid Relief variants sold to U.S. consumers through retail pharmacies, drug stores, mass merchants, and e-commerce channels without a prescription.

Product overview

Excedrin is a family of over-the-counter headache and migraine relief products manufactured by Haleon (formerly part of GlaxoSmithKline). The product line includes Excedrin Extra Strength (the original multi-ingredient formulation from 1960), Excedrin Migraine (FDA-approved and #1 neurologist recommended, introduced 1998), Excedrin PM (nighttime formula with sleep aid, introduced 1969), Excedrin Tension Headache, and the newer Excedrin Rapid Relief featuring patented fast-release technology. All products combine acetaminophen, aspirin, and caffeine for dual-action pain relief that works faster than ibuprofen for head pain.

Differentiator

Problem solved

Functional benefit

Brands

• Excedrin Extra Strength: Over-the-counter headache relief caplets for minor aches and pain
• Excedrin Migraine
• Excedrin Tension Headache
• Excedrin PM Headache
• Excedrin Rapid Relief

Products and services

• Excedrin Extra Strength Over-the-counter headache relief caplets containing acetaminophen, aspirin, and caffeine; the first multi-ingredient headache treatment product on the market, introduced in 1960.
• Excedrin Migraine FDA-approved over-the-counter migraine treatment containing acetaminophen, aspirin, and caffeine; the #1 neurologist-recommended OTC migraine medicine and the first migraine medication available without a prescription, introduced in 1998.
• Excedrin PM Headache Nighttime headache relief combining effective pain relievers with a sleep aid; the first combination head pain and sleep aid product, introduced in 1969.
• Excedrin Tension Headache Over-the-counter tension headache relief product designed to temporarily relieve minor aches and pain due to headache and muscular aches.
• Excedrin Rapid Relief OTC headache product featuring patented fast-release technology that delivers pain relief starting in 15 minutes; targets tough head pain with quick onset.

Quantifiable outcome

• Excedrin Rapid Relief starts working in 15 minutes
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Nurtec ODT: Pfizer/Biohaven's prescription CGRP migraine drug now also available OTC for acute migraine. Represents the prescription-to-OTC shift that could either complement or cannibalize Excedrin Migraine depending on regulatory and pricing outcomes.
• Midol: Bayer's OTC brand for menstrual and hormonal-related pain, including menstrual migraines. Midol overlaps with Excedrin's 'women's hormonal migraine' customer segment, addressing the same 3-in-4 female migraine-sufferer persona.

Direct peers

• Advil: Haleon's sister ibuprofen brand and a direct OTC pain reliever competitor. Despite the shared Haleon parent, Advil competes head-to-head with Excedrin on the same retail shelves for the same headache and pain use cases.
• BC Powder: OTC headache powder brand (Chattem/Sanofi) historically positioned for fast headache relief. BC Powder is a direct competitor to Excedrin in the speed-of-onset OTC segment.
• Aleve: Bayer's naproxen-based OTC pain reliever. Aleve competes directly with Excedrin on long-lasting headache relief, offering a 12-hour dosing alternative to Excedrin's short-acting combination formula.
• Tylenol: Johnson & Johnson's flagship OTC analgesic brand. Tylenol is Excedrin's most direct competitor in OTC headache and pain relief, targeting the same consumer segments with acetaminophen-based formulations.
• Anacin: OTC analgesic combining aspirin and caffeine — a formula very close to Excedrin's core combination. Anacin competes directly with Excedrin Extra Strength in the same combination-analgesic sub-category.
• Motrin: Johnson & Johnson's ibuprofen-based OTC pain brand. Motrin is a direct substitute for Excedrin's Extra Strength and Tension Headache SKUs, competing on speed of relief claims.
• Goody's Powder: Chattem/Sanofi's OTC headache powder containing acetaminophen, aspirin, and caffeine — a formula identical to Excedrin Extra Strength. Direct head-to-head competitor in the combination-analgesic segment.

Broad incumbents

• Bayer Aspirin: Bayer's flagship OTC pain reliever and a 100+ year heritage brand. Bayer Aspirin competes with Excedrin on the aspirin-based portion of Excedrin's combination formula and shares headache-relief shelf space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Excedrin
• Xx.com/excedrin
• Instagraminstagram.com/excedrin
• YouTubeyoutube.com/excedrin

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 Excedrin