Olay is a global skincare brand owned by Procter & Gamble (P&G). Established in 1952, it has grown into one of the most recognised skincare names worldwide, providing scientifically developed products that address hydration, ageing, skin tone and overall skin health. Olay products are currently sold in more than 80 countries and are trusted by millions of consumers globally 1.

Originally launched as Oil of Olay, the brand began with a single moisturising product and has since expanded into a comprehensive portfolio encompassing cleansers, moisturisers, serums, eye treatments, sunscreens and body care. It is distinguished by its combination of dermatological research with accessible, mass-market pricing 2.

Olay was founded in 1952 by South African chemist Graham Wulff. Motivated by his wife Dinah’s dissatisfaction with the thick, greasy face creams available at the time, Wulff formulated a lightweight, pink moisturising fluid that absorbed rapidly into the skin. This formulation became the original Oil of Olay Beauty Fluid 2.

The product gained immediate popularity in South Africa before expanding internationally during the late 1950s and 1960s. As the brand entered various markets, it operated under different trade names:

• Oil of Olay
• Oil of Ulay (United Kingdom)
• Oil of Ulan (Australia)
• Oil of Olaz (Germany and several European countries)

In 1999, P&G unified these regional identities under the single global brand name Olay, streamlining its international presence 1.

Olay is owned by Procter & Gamble (P&G), one of the world’s largest consumer goods companies. P&G acquired the brand in 1985 through its purchase of Richardson-Vicks, a move that significantly enhanced Olay’s research capabilities, global distribution network and product portfolio 1.

Olay’s mission is to make effective, science-backed skincare accessible to all consumers. The brand emphasises:

• Proven skincare science
• Safe and rigorously tested ingredients
• Products tailored for diverse skin types and concerns
• Confidence achieved through healthy skin

According to the company, Olay products are developed through decades of scientific research and stringent safety testing 3.

Olay offers an extensive range of skincare products across multiple categories:

Facial Cleansers

• Foaming cleansers
• Cream cleansers
• Makeup removers
• Cleansing melts

Moisturisers

• Day creams
• Night creams
• SPF moisturisers
• Gel moisturisers

Serums and Treatments

• Vitamin C serums
• Retinol treatments
• Peptide serums
• Brightening concentrates

Eye Care

• Eye creams
• Eye serums
• Wrinkle treatments

Anti-Ageing Products

• Wrinkle creams
• Firming moisturisers
• Neck creams
• Collagen-supporting formulas

Body Care

• Body washes
• Body lotions
• Body conditioners

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Several of Olay’s collections have achieved significant market recognition:

• Regenerist – Focuses on firming, wrinkle reduction and skin renewal using peptides and niacinamide.
• Retinol24 – Night-time skincare formulated with retinoids and moisturisers.
• Vitamin C + Peptide 24 – Brightening products designed to improve radiance and even out skin tone.
• Total Effects – Multi-benefit products targeting multiple visible signs of ageing.
• Luminous – Formulated for uneven skin tone and dark spots.
• Super Serum – A multi-active serum combining several key ingredients in a single formula.
• Complete – Everyday moisturising and SPF skincare.

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Olay is noted for utilising ingredients supported by established skincare research:

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Olay positions itself as a science-driven skincare brand. The company states that it invests heavily in skin research, collaborates with dermatologists and scientists, and tests ingredients for both safety and efficacy. Additionally, Olay has highlighted educational initiatives focused on cosmetic science and STEM programmes 3.

Olay products are available across North America, Europe, Asia, Australia, the Middle East and Latin America. Distribution channels include:

• Supermarkets
• Pharmacies
• Beauty retailers
• Department stores
• Online marketplaces
• Official Olay websites

As one of P&G’s flagship beauty brands, Olay maintains a substantial international footprint 1.

Olay is generally positioned as a mass-premium skincare brand. Its products incorporate ingredients commonly associated with high-end skincare whilst remaining more affordable than many luxury alternatives. Marketing communications typically emphasise visible results substantiated by scientific testing 3.

Olay has implemented various corporate responsibility initiatives, including:

• Improving the sustainability of product packaging
• Supporting women in STEM education
• Providing consumer education on skincare science
• Developing formulations with strict adherence to safety standards

These efforts form part of the brand’s broader commitment to corporate social responsibility 3.

Over more than seven decades, Olay has evolved from a single pink moisturising fluid into a leading global skincare brand. Its enduring focus on combining scientific research with accessible pricing has established it as a trusted name across generations. Today, Olay continues to expand its product range while maintaining its emphasis on evidence-based formulations and everyday skincare 2.

1. Olay
2. Discover The Olay History | Olay
3. Why Olay – OLAY