In a category that’s historically been slow to evolve, clean-medicine pioneer Wonderbelly has felt like the rare OTC brand actually listening to how consumers want to take care of themselves. Now, that momentum has taken a major leap, as Procter & Gamble has officially acquired the clean‑label digestive‑health company, marking one of the most significant moves in the OTC space this year.
Founded in 2022 by brothers Lucas and Noah Kraft, Wonderbelly grew out of Lucas’s deeply personal search for antacids that didn’t rely on dyes, titanium dioxide, talc or artificial sweeteners. Instead of reinventing the medicine itself, the brand rebuilt the inactive ingredient deck with the same intention consumers already apply to food and beauty. The result: a brand that quickly punched far above its weight, expanding into major national retailers and being named an NB100 winner in 2024 for ushering in a new standard of transparency in digestive health.
For P&G, the acquisition taps directly into the rising demand for OTC products that blend clinical familiarity with modern formulation values—a shift that has been reshaping everything from sunscreen to supplements. And according to co‑founder Lucas Kraft, the partnership represents far more than scale.
“P&G helped shape the foundation that made brands like Wonderbelly possible, influencing how so many of us think about medicine, trust and consumer health,” he tells NewBeauty. “Having their belief and partnership is both humbling and catalytic. It validates what we’ve been building while giving us the ability to go farther than we ever could on our own. With their support, we can expand innovation, reach more people seeking clean medicine, all without compromising what made Wonderbelly matter in the first place.”
Deal details, including terms and integration plans, have not yet been disclosed, but the headline is clear: Wonderbelly’s mission—to make everyday medicine clean and worry-free—is now positioned to reach millions more.