What Alliance Pharmaceuticals does

Alliance Pharmaceuticals is a UK-headquartered international consumer healthcare business that acquires, licenses, and markets a portfolio of clinically validated over-the-counter brands across dermatology, eye health, anti-dandruff, women's health, baby care, and oral care. Since January 2026, following the divestiture of its pharmaceutical division, the company has operated exclusively as a consumer healthcare business. The brand portfolio comprises Kelo-Cote (a patent-protected silicone gel scar treatment sold in 65+ countries, supported by over 10 published clinical trials), MacuShield (the UK's number-one eye supplement recommended by eye experts, with a proprietary LMZ3 blend of lutein, meso-zeaxanthin, and zeaxanthin), Nizoral (medicated anti-dandruff shampoo in 14 APAC territories, marketed as Triatop in China), Amberen (US-marketed non-hormonal menopause supplement), Vamousse (pesticide-free physical-mode lice treatment), Hydromol (eczema/dry skin emollient therapy), Forceval (multivitamins and trace elements), Ashton & Parsons (UK's number-one teething brand since 1867), Anbesol (oral pain relief), and Aloclair (mouth ulcer treatment).

The business generates revenue through two streams. The primary stream is direct product sales via retail pharmacy (Boots in the UK, with 60% post-campaign growth in Kelo-Cote sales), regional e-commerce (Tmall in China, generating £3.0m from 144,000 units during Singles' Day 2023), HCP endorsements (plastic surgeons, dermatologists, GPs, pharmacists, and nurses), and international distributors spanning more than 65 countries. The secondary stream is brand licensing royalties — Nizoral rights are licensed to STADA in EMEA and to Kramer in the USA, while Alliance retains APAC rights. Operations are asset-light, with manufacturing outsourced to third-party GMP-certified contract manufacturers, allowing capital to be directed at brand investment, HCP engagement, and channel marketing.

Ownership and corporate structure have shifted significantly: Alliance Pharma PLC was acquired by DBAY Partners on 14 May 2025 and delisted from the AIM market of the London Stock Exchange, becoming Alliance Pharma Ltd. Under private ownership, the company executed a strategic review and divested its pharmaceutical division to two UK acquirers on 7 January 2026. Headcount totals approximately 290 people across nine locations in the UK (Chippenham HQ), Germany (Düsseldorf DACH), China (Shanghai, with Production Approval Certificate), Singapore, Thailand, the Philippines, the United States (Cary, NC), and France. Headcount disclosures show 59% female workforce, 41% male, with 36% female representation in senior management in 2023. The company also maintains UN Global Compact membership (joined August 2024) and a Great Place to Work Trust Index engagement score of 74%.

Name

Alliance Pharmaceuticals

Legal name

Alliance Pharmaceuticals Limited

Website

https://alliancepharmaceuticals.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Alliance Pharmaceuticals is a UK-headquartered consumer healthcare business marketing clinically validated OTC brands across dermatology, eye health, anti-dandruff, women's health, baby care, and oral care. Following its May 2025 acquisition by DBAY Partners and January 2026 divestiture of its pharma division, it operates as a private consumer health pure-play distributing brands such as Kelo-Cote, MacuShield, Nizoral, Amberen, Hydromol, and Ashton & Parsons across 65+ countries.

Ownership category

akta.pro rank

Product category

Consumer Healthcare Products

NAICS

Pharmaceutical Preparation Manufacturing (325412), Health and Personal Care Retailers (456), Food (Health) Supplement Retailers (456191)

SIC

Pharmaceutical Preparations (2834), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Dermatology Specialty Pharmaceuticals (HLAIACAL)

akta.pro secondary industries

Endocrinology & Reproductive Health Pharmaceuticals (incl. Women’s Health) (HLAIAAAJ), Ophthalmology Specialty Pharmaceuticals (HLAIACAK)

Keywords

• Consumer healthcare products
• Scar treatment gels
• Dermatology products
• Nutritional supplements
• Over-the-counter medicines

Headquarters

HQ city

Chippenham

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Healthcare Product Sales: Alliance Pharma generates revenue through the sale of consumer healthcare products including scar treatments (Kelo-Cote), anti-dandruff shampoo (Nizoral in APAC), eye health supplements (MacuShield), menopause supplements (Amberen), lice treatments (Vamousse), eczema treatments (Hydromol), multivitamins (Forceval), teething products (Ashton & Parsons), oral pain relief (Anbesol), and mouth ulcer treatments (Aloclair). Products are sold across multiple geographies including UK, Europe, Asia Pacific, and USA.
2. International Brand Licensing: The company licenses its brands internationally - for example, Nizoral brand rights are licensed to STADA for EMEA region and to Kramer for USA, while Alliance holds rights for APAC territories.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Alliance Pharmaceuticals acquires, licenses, and markets a portfolio of consumer healthcare brands sold across more than 65 countries. Its products span scar treatment (Kelo-Cote), anti-dandruff shampoo (Nizoral in APAC), eye health supplements (MacuShield), menopause supplements (Amberen), head lice treatment (Vamousse), eczema emollients (Hydromol), multivitamins (Forceval), teething products (Ashton & Parsons), oral pain relief (Anbesol), and mouth ulcer treatments (Aloclair). Following the January 2026 divestiture of its pharmaceutical division, the company is exclusively focused on consumer health brands.

Product overview

Alliance Pharmaceuticals is a leading international consumer healthcare business operating as a unified portfolio of consumer healthcare brands. The company specializes in advanced skincare solutions (including Kelo-Cote™ scar treatment, Hydromol™ for eczema) and vitamins, minerals & supplements (including MacuShield™ eye health, Amberen™ menopause relief, Forceval™ multivitamins). Additional brands include Nizoral™ anti-dandruff shampoo, Vamousse™ head lice treatment, Ashton & Parsons™ teething products, Anbesol™ oral pain relief, and Aloclair™ mouth sore treatment. Products are distributed internationally across multiple geographies including UK, Europe, Asia Pacific, and North America through retail, e-commerce, healthcare providers, and distributors.

Differentiator

Problem solved

Functional benefit

Brands

• KELO-COTE: Advanced formula silicone gel treatment for scar reduction, sold in more than 65 countries. Clinically proven for treatment and prevention of hypertrophic and keloid scars.
• Nizoral
• Amberen
• MacuShield
• Vamousse
• Hydromol
• Forceval
• Ashton & Parsons
• Anbesol
• Aloclair

Products and services

• Kelo-Cote Patent-protected, clinically proven silicone gel treatment for scar reduction and prevention, sold in more than 65 countries. Intended for treatment and prevention of hypertrophic and keloid scars from surgical procedures, trauma, wounds and burns.
• Nizoral Medicated anti-dandruff shampoo that kills the fungus causing itchy, flaky scalps and dandruff. Sold in 14 territories across Asia Pacific including China, Japan, Thailand and Korea; marketed as Triatop in China. Alliance holds rights for APAC territories.
• Amberen Clinically evidenced range of over-the-counter supplement products marketed in the USA for relief of menopause and perimenopause symptoms. Non-hormonal dietary supplement comprising proprietary formulation of bioactive antioxidants (succinates), amino acids, minerals and Vitamin E.
• MacuShield Eye supplement brand featuring MacuShield Original with LMZ3, a proprietary blend of all three macular carotenoids (lutein, meso-zeaxanthin and zeaxanthin) derived from marigold flower. Number one recommended supplement by eye experts in the UK.
• Vamousse Range of pesticide-free products for prevention and treatment of head lice and nits. Lead product uses a physical mode of action that kills both lice and eggs and is effective against pesticide-resistant 'super lice'.
• Hydromol Range of products for treatment and management of eczema and dry skin conditions. Products contain emollients that form protective barriers on skin and can be used individually or together as a Complete Emollient Therapy regime.
• Forceval Range of nutritional support products including Forceval Capsules (medicinal multivitamin containing 24 vitamins, minerals and trace elements), Forceval Soluble, and Forceval Soluble Junior effervescent tablets.
• Ashton & Parsons UK's No 1 Teething brand since 1867. Includes Ashton & Parsons Teething Powders (traditional herbal medicinal product) and Teething Gel (medical device). Products are local anaesthetic-free, lactose-free, sugar-free and alcohol-free.
• Anbesol Range of oral pain relief products for the family covering mouth ulcers, denture irritation, and teething. Includes Adult Strength Gel (12+ years), Liquid, and Teething Gel, with formulations including Lidocaine and antiseptics.
• Aloclair Products for sore mouth relief containing PVP and Sodium Hyaluronate with Aloe Vera. Offers long lasting pain relief and promotes fast healing with gel, mouthwash or spray formulations for age ranges from 3 months to adult.

Quantifiable outcome

• 60% sales increase at Boots following UK billboard campaign for Kelo-Cote
• +5 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered major, core and minor.

• Two Unrelated UK Pharmaceutical CompaniesmajorOthers · 7 January 2026Alliance Pharmaceuticals Limited entered into a definitive agreement to sell its pharmaceutical division to two unrelated UK pharmaceutical companies. The transaction completed on 7th January 2026 following a comprehensive strategic review aligned with Alliance's strategy to become a leading consumer health business.
• UN Global CompactcoreStrategic or Co-development Partner · 1 August 2024Alliance continued its participation as a member of the UN Global Compact, officially joining in August 2024. First Communication on Progress (COP) submitted in July 2025.
• Slave-Free AlliancecoreStrategic or Co-development Partner · 1 January 2022Three-year partnership with Slave-Free Alliance, a social enterprise wholly owned by global anti-slavery charity Hope for Justice, to increase resilience to modern slavery and labour exploitation in operations and supply chains. Alliance worked with SFA to carry out gap analysis, strengthened Modern Slavery Statement, and provided training to quality and sourcing chain teams.
• International Health PartnersminorOthersProduct donations to International Health Partners, a global health NGO, supporting people in disaster-hit and vulnerable communities to get vital medicines. Donated 17,000 products to support 47,000 patients in 14 countries around the world.
• SmileTrainminorOthersCharitable partnership with SmileTrain as part of Alliance's social impact initiatives.
• SANDS (UK)minorOthersCharitable partnership with SANDS (UK) supporting baby loss awareness and related causes.
• The Hygiene BankminorOthersLocal charity partnership with The Hygiene Bank for collections of essential hygiene items.
• Julian HouseminorOthersLocal charity partnership with Julian House for support of homeless individuals.
• SafecallminorOthersIndependent third-party helpline enabling employees, partners, and the public to report concerns anonymously (including modern slavery concerns) from over 100 countries, operational 24/7 in over 60 languages.
• STADAmajorChannel Partner/ Reseller/ DistributorSTADA acquired EMEA rights to Nizoral anti-dandruff brand from Johnson & Johnson. Alliance previously held APAC rights.
• KramermajorChannel Partner/ Reseller/ DistributorKrama Healthcare holds rights to Nizoral in the USA market.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Almirall: European dermatology-focused specialty pharma company with a mix of prescription and OTC/consumer dermatology brands. Comparable to Alliance's dermatology-led, Europe-anchored consumer health positioning.
• Perrigo Company: Global OTC consumer healthcare and self-care products company with extensive dermatology, oral care, and women's health franchises. Comparable as a diversified OTC consumer health operator with global distribution.
• Galderma: Pure-play dermatology specialty company covering prescription aesthetics, therapeutic dermatology, and consumer skincare. Direct comparable in the dermatology category where Kelo-Cote and Hydromol compete.
• Prestige Consumer Healthcare: US-listed specialty consumer healthcare company that acquires, licenses, and markets established OTC healthcare brands across categories (GI, dermatology, eye care, women's health). Closely comparable to Alliance's acquire-and-grow model and brand portfolio construction.
• STADA Arzneimittel: European-headquartered generics and consumer healthcare company with a portfolio of OTC brands, including Nizoral EMEA. Highly comparable to Alliance's European consumer health model and is a direct counterparty in Alliance's licensing structure.

Regional players

• iNova Pharmaceuticals: Asia-Pacific and emerging-market focused consumer healthcare and specialty pharma company with OTC, dermatology, and women's health brands. Comparable as a regional consumer health operator focused on APAC distribution, mirroring Alliance's APAC affiliate footprint.

Emerging players

• Church & Dwight: Consumer products company with personal care and OTC-adjacent brands (Batiste, First Response, Waterpik). Compares as a branded consumer health/personal-care operator with selective OTC extensions.

Broad incumbents

• Bayer Consumer Health: Large incumbent OTC consumer health division within Bayer with dermatology, women's health, and supplement brands (e.g., Canesten, Elevit). Overlaps with Alliance's Kelo-Cote, Hydromol, and Amberen-adjacent categories.
• Reckitt Benckiser (Health): Global consumer health major with brands such as Nurofen, Strepsils, Gaviscon, and Dettol. Competes with Alliance across OTC self-care categories, including oral pain (Anbesol) and dermatology (Hydromol).
• Haleon: Global consumer healthcare leader (spun out of GSK) with major OTC brands across oral care, pain, vitamins, and skin health. Overlaps with Alliance across OTC self-care categories but at vastly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/79092

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Alliance Pharmaceuticals