Physicians Formula® (NASDAQ: FACE) is the fastest growing cosmetics company operating in the “Masstige” market and has become the 7th largest face and eye makeup brand in the U.S. today.*
Physicians Formula develops innovative, premium-priced cosmetics products with a unique problem-solution approach. The brand differentiates itself by addressing skin imperfections, rather than focusing simply on changing fashion trends. Using techniques, such as color correction used by makeup artists to neutralize skin discolorations, Physicians Formula develops makeup solutions that feature the latest technology for the specific, yet common skin problems that women face every day.
A philosophy of innovation is the foundation of Physicians Formula, and has been since the company’s inception when Dr. Frank Crandall, founder of Physicians Formula, developed the first hypoallergenic, fragrance-free and dermatologist approved makeup in 1937. Since that time, Physicians Formula has continued to create category changing innovation, all of which adheres to the brand’s commitment to high quality standards, advanced functionality and product performance that reinforce its class-to-mass strategy.
The brand was the first to bring Bronzers to the market as an everyday item, not just a seasonal item. It was also the first to bring Mineral makeup to the mass market, along with being the first ever to launch a complete line of 100% natural makeup with certified organic ingredients. Today these segments make up over 7% of the total cosmetics market in the U.S.
Specializing in Face and Eye cosmetics, through its unique positioning, Physicians Formula has become a leader in key categories such as face powders, bronzers and mineral makeup with leading market shares in the masstige market.
The brand has a loyal and rapidly growing consumer base and the brand has one of the highest perceived quality images in the masstige market. Utilizing the most advanced research available, Physicians Formula is dedicated to the development of makeup even today without any of the 132 known skin irritants, making it ideal for even the most sensitive skin and eyes.
*Source: ACNielsen FDMxw 52 weeks ending 12/24/12