Tula brought probiotic science from gut health to skincare—Dr. Roshini Raj's gastroenterology credibility made microbiome beauty credible before it was a trend, culminating in a P&G acquisition.
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See all ads on AdLibrary →Tula Skincare is a New York-based probiotic skincare DTC brand founded by gastroenterologist Dr. Roshini Raj in 2014. The brand built a powerful influencer and celebrity ambassador program before being acquired by Procter & Gamble in 2022. Also searched as Tula.
Tula's paid ads lead with the probiotic ingredient story—a genuinely differentiated scientific claim that founder Dr. Roshini Raj can speak to with clinical authority. The brand built one of DTC beauty's most effective micro-influencer programs, turning thousands of creators into paid creative production engines. Before/after content and 'transformation' creative performs particularly well in Facebook and Instagram placements. Explore Tula's ads at AdLibrary.
Facebook and Instagram are Tula's primary paid channels, with QVC supporting an older demographic alongside DTC and Ulta retail. The brand's micro-influencer network provides a constant stream of fresh creative variations for paid testing. Celebrity ambassador content—featuring recognizable faces alongside micro-creators—creates a credibility stack from aspirational to relatable.
Core themes: probiotic and prebiotic ingredients for skin barrier support; clinically tested formulas; the gut-skin connection validated by founder's gastroenterology expertise; before/after transformations; and the 'healthy skin' positioning over beauty aesthetics. Copy is confident and science-backed without being alienating.
Tula shows how translating a proven science (probiotic gut health) into a new category (skincare) can create a first-mover advantage before the trend goes mainstream. By launching before 'microbiome skincare' was a category term, Tula owned the positioning when the trend arrived. Lesson: monitor adjacent categories for science that your target customer already believes in, and apply it to your product before competitors identify the same opportunity.
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