P&G acquires prestige skincare brand Tula

US consumer goods company Procter & Gamble has added skincare brand Tula to its growing portfolio of prestige beauty brands.

Founded by Dr. Roshini Raj, Tula's skincare products are made from 100% clinically-tested probiotic extracts and superfoods, on the belief that the the same type of ingredients which are good for your body are also good for your skin.

Emphasised by the cruelty-free brand, Tula "aims to help improve skin balance, soothe skin, calm skin irritation and nourish skin to improve hydration." Its bestselling products include a 24-7 Moisture Hydrating Day & Night Cream and Protect + Glow Daily Suncream.

Whilst financial details of the deal have not been disclosed, P&G said that Tula and its entire team will continue to operate independently, led by current CEO Savannah Sachs.

Markus Strobel, President of P&G Global Skin and Personal Care, said: "Tula is a perfect complement to our portfolio with its foundation in science-based skin care that provides clinically-proven solutions.

"Dr Raj, Savannah and the entire Tula team have done an amazing job building this brand to a leader in prestige skin care. We are thrilled to bring the Tula brand and the entire team into our P&G Beauty family.”

The acquisition comes as P&G Beauty launches a new BeautySphere metaverse platform.