In a class that’s traditionally been gradual to evolve, clean-medicine pioneer Wonderbelly has felt just like the uncommon OTC model really listening to how customers need to care for themselves. Now, that momentum has taken a significant leap, as Procter & Gamble has formally acquired the clear‑label digestive‑well being firm, marking one of the important strikes within the OTC area this 12 months.
Based in 2022 by brothers Lucas and Noah Kraft, Wonderbelly grew out of Lucas’s deeply private seek for antacids that didn’t depend on dyes, titanium dioxide, talc or synthetic sweeteners. As a substitute of reinventing the drugs itself, the model rebuilt the inactive ingredient deck with the identical intention customers already apply to meals and sweetness. The consequence: a model that rapidly punched far above its weight, increasing into main nationwide retailers and being named an NB100 winner in 2024 for ushering in a brand new normal of transparency in digestive well being.
For P&G, the acquisition faucets instantly into the rising demand for OTC merchandise that mix scientific familiarity with trendy formulation values—a shift that has been reshaping all the things from sunscreen to dietary supplements. And in keeping with co‑founder Lucas Kraft, the partnership represents way over scale.
“P&G helped form the inspiration that made manufacturers like Wonderbelly doable, influencing how so many people take into consideration medication, belief and shopper well being,” he tells NewBeauty. “Having their perception and partnership is each humbling and catalytic. It validates what we’ve been constructing whereas giving us the flexibility to go farther than we ever might on our personal. With their assist, we are able to develop innovation, attain extra folks in search of clear medication, all with out compromising what made Wonderbelly matter within the first place.”
Deal particulars, together with phrases and integration plans, haven’t but been disclosed, however the headline is obvious: Wonderbelly’s mission—to make on a regular basis medication clear and worry-free—is now positioned to achieve tens of millions extra.
