Olay
Product brand
UnclaimedA globally marketed Procter & Gamble skincare brand known for accessible anti-aging, moisturizing, cleansing, and tone-care products.
Last updated October 13, 2026
Overview
Olay is a mass-market skincare brand owned by Procter & Gamble. It originated in South Africa in 1952 as Oil of Olay, created by Graham Wulff, a former Unilever chemist based in Durban. The original product was a distinctive pink facial fluid sold in a heavy glass bottle. Rather than presenting itself plainly as a moisturizer, the early brand used the idea of a beauty secret and relied on editorial-style print advertising and consumer demand to encourage pharmacies to stock it. The name and identity evolved as the product moved into international markets. Local versions included Oil of Ulay in the United Kingdom and Ireland, Oil of Ulan in Australia, and Oil of Olaz in several continental European markets. The names were adapted to sound natural in different languages while retaining a connection to the original brand. This localization helped Olay establish a presence beyond South Africa, although management and commercial performance varied from market to market during its early international expansion. Richardson Merrell acquired the business in 1970. Under Richardson-Vicks, the company expanded the sales organization, introduced television advertising, and broadened the range beyond the original beauty fluid. Products such as Night of Ulay and Beauty Cleanser helped turn the label from a single hero product into a wider facial-care franchise. Procter & Gamble acquired Richardson-Vicks in 1985 and subsequently expanded Olay's product portfolio, distribution, and international reach. Under P&G, Olay developed lines covering facial moisturizers, creams, cleansers, body washes, soaps, hypoallergenic products, and treatment-oriented skincare. The brand has emphasized accessible formulations associated with ingredients such as niacinamide, glycerin, retinyl propionate, amino peptides, and broad-spectrum sun protection, depending on the product and market. Its positioning generally sits between basic mass-market personal care and premium prestige skincare: it offers science-led claims and treatment-style products while remaining broadly distributed and comparatively affordable. The brand's best-known modern franchises include Regenerist, which focuses on visible signs of aging and skin renewal, and tone- and radiance-oriented products marketed under names such as White Radiance in selected markets. Product names, claims, formulations, and availability differ by country. Olay also launched a cosmetics line in 1996, but that business was discontinued in 2001. In 1999, Procter & Gamble began consolidating the various regional names under Olay. Oil of Ulan and Ulay were generally converted to Olay, while some markets retained Olaz or Oil of Olaz for a longer period. German-speaking markets and Italy historically used Olaz branding, and the transition to Olay branding in those regions continued over time. Olay launched in the Philippines in 2000 and India in 2007, extending its presence in important Asian skincare markets. Olay remains an active international skincare brand within P&G's beauty portfolio. Its business spans facial care, cleansing, moisturization, anti-aging, tone care, and selected body-care categories. The brand is recognized for combining large-scale distribution with cosmetic-science messaging and for adapting names, products, and marketing to local markets.
History
Olay's history began in Durban, South Africa, where Graham Wulff developed a pink facial fluid in 1952. Wulff had worked as a chemist at Unilever and created the product with the assistance of marketing partner Jack Lowe. The product's name, Oil of Olay, was reportedly devised as a variation on the word lanolin, an important ingredient in the early formulation. The original product differed from many contemporary facial-care products. It was a fluid rather than a conventional cream and was packaged in a substantial glass bottle. Its communications also avoided a narrow functional description. Instead of simply calling it a moisturizer, the brand framed the product as a beauty secret that could help create a younger-looking appearance. Advertisements used personal and editorial-like formats, including messages attributed to a fictional advice columnist. The company initially encouraged consumers to request the product from pharmacies rather than relying solely on conventional trade selling. As the product moved into other countries, the company adapted the name to local languages and consumer expectations. Oil of Ulay was used in the United Kingdom and Ireland, Oil of Ulan in Australia, and Oil of Olaz in France, Germany, Italy, and the Netherlands. The brand also entered the United States through a Chicago test market in 1970 while expanding in northern Germany and other European markets. Richardson Merrell acquired the business in November 1970. The new owner strengthened sales and advertising, added the descriptor Beauty Fluid, and expanded the product family. The range came to include products such as Night of Ulay and Beauty Cleanser. This period established the commercial model that would later define Olay: a recognizable hero product supported by a broader routine of cleansers, moisturizers, and treatment products. Procter & Gamble acquired Richardson-Vicks in 1985. P&G used its international distribution, research, marketing, and brand-management capabilities to expand Olay across additional markets and categories. The portfolio grew to include creams, cleansers, body products, soap, body wash, and hypoallergenic variants. A cosmetics extension launched in 1996 but was discontinued in 2001, leaving skincare as the brand's central business. A major branding change took place in 1999, when P&G sought to create a more unified international identity. Oil of Ulan and Ulay were generally changed to Olay. Continental European markets did not move uniformly: German-speaking countries and Italy retained Oil of Olaz or Olaz for periods, and the Netherlands and Belgium used Olaz. German-speaking markets began using Olay branding more directly from 2020. Olay continued its international rollout in the 2000s, launching in the Philippines in 2000 and India in 2007. Its modern portfolio has centered on treatment-led skincare, especially anti-aging and hydration. The Regenerist franchise became a major expression of the brand's science and renewal positioning, while other lines addressed cleansing, radiance, tone unevenness, sensitive skin, and daily moisturization. Ingredient communication has included niacinamide, glycerin, retinyl propionate, amino peptides, and sunscreen technologies, although exact ingredients vary by product and market. Today Olay is an active P&G-owned skincare brand operating across multiple regions. It combines mass distribution and relatively accessible pricing with claims associated with cosmetic research and visible skin improvement. Its regional naming history remains an important part of the brand's identity, while the Olay name is now the principal global expression.
- 2020
Olay branding expands in German-speaking markets
[1]The Olay name begins replacing the Olaz presentation in German-speaking markets.
- 2013
Olay reaches billion-dollar-brand status
[1]P&G describes Olay as its thirteenth brand to reach approximately one billion dollars in annual revenue.
- 2007
India launch
[1]Olay enters India as part of its Asian expansion.
- 2001
Olay Cosmetics is discontinued
[1]P&G ends the cosmetics extension and concentrates the brand on skincare.
- 2000
Philippines launch
[1]Olay enters the Philippine market.
- 1999
Global naming consolidation begins
[1]P&G begins consolidating Ulay and Ulan branding under Olay, while some European markets continue using Olaz.
- 1996
Olay Cosmetics launches
[1]The brand extends into color cosmetics, creating a short-lived business outside its core skincare focus.
- 1985
Procter & Gamble becomes owner
[1]P&G acquires Richardson-Vicks and adds Olay to its international consumer-brand portfolio.
- 1970
Richardson Merrell acquires the brand
[1]Richardson Merrell acquires Adams National Industries, the company associated with Oil of Olay, and expands sales, advertising, and product development.
- 1952
Oil of Olay is created in South Africa
[1]Graham Wulff develops the original pink facial fluid in Durban and begins building the Oil of Olay brand.
Products and positioning
An accessible, science-oriented mass-market skincare brand focused on hydration, visible signs of aging, cleansing, and skin tone or radiance.
Facial moisturizer · 1952
Oil of Olay Beauty Fluid
The original hero product introduced in South Africa in 1952. It was a lightweight pink facial fluid, notably different from the heavier creams common at the time. Its ambiguous beauty-oriented positioning and distinctive packaging helped establish the brand before Olay developed a broader skincare portfolio.
Anti-aging skincare
Olay Regenerist
A treatment-oriented franchise focused on the appearance of fine lines, firmness, texture, and hydration. It includes products such as moisturizers, serums, and eye treatments, with formulas and product names varying by market. Regenerist represents Olay's effort to offer more advanced, science-led skincare at mass-market distribution.
Tone and radiance skincare
Olay White Radiance
A regional skincare franchise associated with brighter-looking skin and the appearance of uneven tone. Products have included essences and other facial treatments. Availability, claims, and formulation differ across markets, particularly in Asia.
Facial cleansing
Olay Facial Cleansers
A range of cleansing products designed to remove dirt, oil, makeup, and other daily residue. Cleansers have supported Olay's broader skincare-routine strategy and have appeared in formats and variants for moisturizing, sensitive-skin, and treatment-focused routines.
Body care
Olay Body Care
The body-care portfolio extends the brand beyond facial products through lotions, body washes, and soaps. These products use Olay's established emphasis on moisturization and skin conditioning while serving everyday personal-care occasions.
Color cosmetics · 1996
Olay Cosmetics
A color-cosmetics extension launched in 1996. It did not become a permanent part of the portfolio and was discontinued in 2001.
Marketing campaigns
- 1970Television and sales-force expansion
United States · Europe
After Richardson Merrell acquired the business, the brand added a more conventional sales organization and television advertising while broadening the product line. This supported substantial growth and expanded distribution, although performance remained uneven across countries.
Outcome. Supported substantial growth and expanded distribution, although performance remained uneven across countries.
- 1950Beauty-secret advertising
South Africa · United States · International markets
Early Oil of Olay advertising avoided a straightforward moisturizer description and instead presented the product as a confidential beauty discovery. Print executions used personal, editorial-like messages and a fictional advice-column voice, helping create intrigue around the product. It helped establish a distinctive identity for the original product and encouraged consumers to request it from pharmacies.
Outcome. Helped establish a distinctive identity for the original product and encouraged consumers to request it from pharmacies.
Brand decisions
2007
Expand into IndiaStrategyBackground
P&G continued to develop Olay's presence in international skincare markets.
Action taken
Olay launched in India.
Aftermath
India became part of the brand's international operating footprint.
2001
End the Olay Cosmetics extensionStrategyBackground
Olay had entered color cosmetics in 1996, but skincare remained the brand's core area of expertise and commercial identity.
Action taken
P&G discontinued Olay Cosmetics.
Aftermath
The brand continued to concentrate on facial care, body care, cleansing, and treatment-oriented skincare.
1999
Consolidate regional brand namesStrategyBackground
The brand had accumulated different names in different markets, including Ulay, Ulan, Olaz, and Oil of Olaz.
Action taken
P&G began moving Ulay and Ulan markets toward the Olay name while retaining Olaz in selected European markets for a period.
Aftermath
The business gained a more unified global identity, although regional naming differences continued in parts of Europe.
1985
Integrate Olay into Procter & GambleM&ABackground
P&G acquired Richardson-Vicks, the corporate owner of the brand.
Action taken
Procter & Gamble took ownership of Olay and expanded its international distribution, product range, and marketing capabilities.
Aftermath
Olay became a major global skincare brand within P&G's portfolio.
1970
Sell the brand to Richardson MerrellM&ABackground
The original business operated through Adams National Industries and had developed a differentiated facial-fluid product with international potential.
Action taken
Richardson Merrell acquired the business and invested in sales coverage, television advertising, and portfolio expansion.
Aftermath
The brand's distribution and sales increased, and its assortment expanded beyond the original beauty fluid.
Recent events
- 2013
Olay becomes one of Procter & Gamble's billion-dollar brands[1]
Other
P&G identifies Olay as its thirteenth billion-dollar brand, reflecting the scale of the skincare business.
- 2007
Olay launches in India[1]
Product launch
Olay enters India, extending P&G's skincare distribution in a major Asian market.
- 2001
Olay Cosmetics is discontinued[1]
Other
The Olay Cosmetics extension is withdrawn after several years, while the core skincare business continues.
- 2000
Olay launches in the Philippines[1]
Product launch
Olay enters the Philippine market as part of its continued international expansion.
- 1996
Olay launches a cosmetics line[1]
Product launch
Olay Cosmetics enters the market as an extension beyond skincare.
- 1985
Procter & Gamble acquires Richardson-Vicks[1]
M&A
Procter & Gamble acquires Richardson-Vicks, bringing Olay into the P&G brand portfolio.
- 1970
Richardson Merrell acquires the Oil of Olay business[1]
M&A
Richardson Merrell, later associated with Richardson-Vicks, acquires the company behind Oil of Olay and expands its commercial infrastructure and product range.
- 1952
Graham Wulff creates Oil of Olay in South Africa[1]
Other
Former Unilever chemist Graham Wulff develops the pink facial fluid that becomes the foundation of the Olay brand.
Sources3 sources
Cite this profile: Cite the canonical profile. /brand-wiki/olay · Editorial policy · How profiles are compiled