Physicians Formula

Physicians Formula is an innovative cosmetics company operating in the mass market prestige ('masstige') segment, developing and distributing premium-priced makeup and skincare products through mass-market retail channels. Founded in 1937, the company differentiates itself by addressing skin imperfections through a problem-solving approach rather than chasing fashion trends, with a focus on hypoallergenic formulations suitable for sensitive skin. Its product range includes face powders, bronzers, concealers, blushes, foundations, eye shadows, eye liners, brow makeup, and mascaras. Physicians Formula products are sold through major retailers including Walmart, Target, CVS, and RiteAid, as well as direct-to-consumer via its website. The brand commands one of the highest perceived quality images in the masstige beauty market and is sold in the United States, Canada, and Australia. The company is based in Azusa, California.