Thayers Natural Remedies is a legacy American skincare brand founded in 1847, currently operating as a subsidiary of the L’Oréal Group within its Consumer Products Division. Based in Easton, Connecticut, the company is renowned for its alcohol-free facial toners and its long-standing commitment to natural, cruelty-free ingredients.

Historical Background

Foundation:
The brand was established by Dr. Henry Thayer, who studied medicine and chemistry at Boston Medical School. He opened his first drugstore, Henry Thayer & Co., in Cambridge, Massachusetts, in 1847.

Wartime Expansion:
During the Civil War, the company became the largest manufacturer of pharmaceuticals in America due to high demand for military medical supplies.

Innovation:
Dr. Thayer developed over 800 plant-based remedies, earning a silver medal for fluid extracts from the American Institute of New York in 1855.

Acquisition:
L’Oréal acquired Thayers Natural Remedies in June 2020 for approximately $400 million. Prior to the acquisition, the brand recorded sales of $44 million in 2019.

Core Products and Ingredients

Thayers is best known for its Witch Hazel Aloe Vera Formula Facial Toner, which remains a top-selling product in the United States.

Hero Ingredient:
The company sources organic witch hazel from a family-owned farm in Fairfield County, Connecticut.

Product Range:
Beyond its iconic toners, the catalog includes hydrating milky cleansers, blemish-clearing BHA toners and pads, facial mists, body bars, and deodorants.

Formulation Philosophy:
Products are designed to be simple and effective, frequently combining plant actives (like witch hazel and snow mushroom) with derm actives (such as hyaluronic acid). The brand introduced its alcohol-free toner formula in 1989.

Brand Positioning and Marketing

Audience:
Thayers is positioned as a “ride or die” skincare brand for Gen Z.

Strategic Partnerships:
The brand has expanded its visibility through high-profile sponsorships, including becoming the first-ever Official Beauty and Skincare Sponsor for the X Games in 2023.

Consumer Access:
Distribution has evolved from natural grocery stores to a multichannel strategy encompassing mass retailers, drugstores, and e-commerce.

Digital Innovation:
The brand leverages AI and automated technologies for operational purposes, including customer service and personalized marketing through virtual beauty tools.

Company Operations

Organization:
Thayers operates with a small core team of approximately 11–50 employees.

Leadership:
As of recent reports, Derrick Booker serves as the Senior Vice President and Head of Thayers Natural Remedies.

Ethical Commitments:
The brand maintains a strict vegan and cruelty-free status and does not conduct animal testing.