An Exposé on Physicians Formula
We recently had the opportunity to interview Physicians Formula; follow along below to read about this iconic makeup brand!
What inspired you to start your own business, and how has that initial inspiration evolved as your company has grown?
Physicians Formula was created in 1937 by Dr. Crandall, a leading allergist in Los Angeles, out of love for his wife who had sensitive skin. The brand changed the face of cosmetics by developing the first hypoallergenic makeup, free of over 150+ then known skin irritants.
Since then, Physicians Formula has maintained a commitment to product purity and quality — today, allergists, dermatologists, ophthalmologists, and plastic surgeons recommend the products which are also known for owning an impressive list of first-ever category-changing innovations for effortless application. Today, our no-no list has grown to contain 1,500+ known toxic and skin-irritating ingredients that will never be found in our products.
What are some of the biggest challenges you've faced as an entrepreneur, and how have you overcome them?
As a heritage brand, one of the biggest challenges has been to stay relevant in an ever-changing world. We strive to create on-trend, innovative products that are affordable, convenient and accessible while maintaining quality performance.
Can you share a pivotal moment or decision that significantly impacted the trajectory of your business?
Physicians Formula launched Murumuru Butter Bronzer in 2016 and it has since become a a fan-favorite drugstore bronzer… Sofia Richie Grainge is a huge fan! With the success of Butter Bronzer, an entire Butter Collection was born featuring an array of cosmetics including foundation, highlighter, blush, eyeshadow, liquid bronzers, serums and more!
In today's rapidly changing market landscape, how do you stay innovative and adaptable to ensure your business remains competitive?
In order to stay innovative and relevant, Physicians Formula follows top macro influencer trends, such as offering lower priced alternatives (or 'dupes') of popular higher prices prestige favorites with same quality and effect. The brand also takes cost-conscious beauty consumers into consideration by focusing on product value and offering multi-tasking products that help consumers do more for less.
What advice would you give to aspiring entrepreneurs who are just starting their own journey?
Stay true to your brand story, but have the flexibility to adapt to a changing world, tastes and trends.
Keep up to date with all things Physicians Formula at @physiciansformula!
