Physicians Formula

Physicians Formula is an American cosmetics and skincare brand founded in 1937 in Los Angeles by Dr. Frank Crandall, a California allergist [7]. It specialises in hypoallergenic makeup and skincare and positions itself around clean, sensitive-skin-friendly formulations. Since 2012 the brand has been owned by Markwins Beauty Brands, a color-cosmetics group that also holds Wet n Wild and LORAC [8].

The company describes its remit as "Hypoallergenic Makeup and Skin Care," and its formulas are pitched at the drugstore price point, with editorial coverage noting lipsticks starting around six dollars and most products under twenty. Although now part of a larger portfolio, Physicians Formula remains an operating brand, with 2026 collections, ongoing product launches and awards listed as recently as 2025.

According to editorial accounts, Dr. Frank Crandall created Physicians Formula out of love for his wife, who had extremely sensitive skin and was unable to wear conventional lipstick [7]. Working as an allergist, he set out to make a lipstick she could tolerate, and the brand credits this beginning with producing the first hypoallergenic lipstick — the start of a long line of formulations aimed at reactive skin. The founding year of 1937 appears both in third-party coverage and on the brand's own materials, which reference the company's dedication "since 1937" [3].

For much of its existence Physicians Formula operated as a specialist maker of allergy-conscious cosmetics, a niche it occupied decades before "clean beauty" became a marketing term; the editorial review notes it was making fragrance- and paraben-free products with minimal ingredients "long before" the phrase caught on [7].

In 2012 the company was acquired by Markwins Beauty Brands, described by the parent group as a global player in color cosmetics, cosmetic accessories and beauty collections [8]. Aggregated business sources report the deal closed on 27 September 2012 at a reported value of around 75 million dollars, though this figure comes from secondary web aggregation rather than the brand itself.

In 2018 the brand formed the Physicians Coalition, an advisory board of allergists, dermatologists, ophthalmologists and plastic surgeons, framed as a way to keep developing products vetted by medical professionals [7].

Physicians Formula has been part of Markwins Beauty Brands since 2012. Within that portfolio it sits alongside Wet n Wild and LORAC. The parent company positions itself in color cosmetics and beauty collections, and Physicians Formula continues to operate under its own name and identity rather than being folded into another label.

The brand's positioning centres on three stated values: "Clean. Hypoallergenic. Cruelty-Free." [2]. According to the company, its scientists "forage" and its doctors screen thousands of natural, organic and safe ingredients to select those it considers clean and effective yet gentle on the most sensitive skin, working from the premise that "all skin deserves wellness." Physicians Formula says its products are free from more than 500 harsh chemicals and are dermatologist-tested and hypoallergenic.

This sensitive-skin focus defines its audience: editorial coverage describes the range as suited to anyone who suffers from sensitive skin, and the brand is generally placed within the clean-beauty segment of the drugstore market.

Physicians Formula's catalogue spans face and eye makeup — bronzer, blush, foundation, concealer, highlighter, powder and serums, alongside brow products, eyeliner, eyeshadow and mascara — organised into collections such as Butter, Bronze Booster, Mineral Wear Diamond, Organic Wear, Rosé and 24-Karat. Frequently cited products include the Butter Bronzer, The Healthy Foundation and the Organic Wear line [7].

The Butter Bronzer in particular has drawn repeated attention as a social-media hit, described in press coverage as a TikTok-famous bronzer [5]. On the development side, the company states that instead of animal testing it relies on clinical evaluations and human use-trials supervised by a board-certified dermatologist [4], and its Physicians Coalition advisory board is presented as part of how formulations are screened.

Physicians Formula lists a range of awards and press placements. Among the dated honours are the Shape Beauty Awards in 2025 and, in 2022, a Good Housekeeping Beauty Award (Believable Bronzer), a Glamour Beauty Award for drugstore eyeshadow, and a Hollywood Life Beauty Award for bronzer [5]. Products have also been featured by titles including Allure, Cosmopolitan, Harper's Bazaar and Women's Health, typically in drugstore-focused roundups covering mascaras, concealers, moisturisers and blushes.

Physicians Formula states that it is "100% cruelty-free" and certified through PETA's "Beauty Without Bunnies" program [4]. It notes that many, though not all, of its products are vegan; some contain ingredients such as beeswax and carmine, and the company maintains a dedicated vegan collection.

The brand frames its wider social commitments under a concept it calls "Beaumanitarian," summarised in the tagline "Free from bad. Stand for good." [3]. Under this banner the company reports having contributed 500,000 dollars to date, and describes partnerships with EARTHDAY.ORG, Dress for Success, and The Canopy Project, the last of which it says planted nearly three million native trees globally in 2022.

Physicians Formula is an active brand owned by Markwins Beauty Brands. Its e-commerce site remains in operation, carrying 2026 collections and recent product launches, and the most recent award it lists dates to 2025. Ownership passed to Markwins in 2012, but the label continues to trade under its own name across multiple regions, including the Nordic market.