Fri Sep 06 04:01:00 UTC 2024: – Tula Skincare is celebrating its 10th anniversary with new limited-edition chrome packaging for its hero moisturizer and a revamped business strategy.
– The brand, known for its probiotic-focused skin care products, was founded by Dr. Roshini Raj, Ken Landis, and Dan Reich in 2014 and was acquired by Procter & Gamble in 2022.
– The brand is refocusing on hero products, evolved distribution, and a more uplifting brand voice targeting Millennials.
– The brand plans to focus on existing distribution channels like Ulta Beauty, Sephora, and Amazon, and to market to consumers in their thirties under pressure and in high chaos.
– Tula’s top performers include its Cult Classic cleanser and 24-7 moisturizer, and there are plans for future innovation within microbiome health and research.
– The brand aims to marry clinical efficacy with a lighthearted brand voice and to make science-backed products accessible and relatable to consumers.

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