Thayers

Overview

Thayers is a skincare brand specializing in witch hazel-based toners, cleansers, and natural remedies. It holds the position of America's #1 toner brand, distributed through natural grocery stores, mass retailers, drugstores, and e-commerce. The brand combines botanical extracts like witch hazel and aloe vera with dermatological actives, emphasizing cruelty-free, vegan, and sustainable formulations.

History

Founded in 1847 by Dr. Henry Thayer in Cambridge, Massachusetts, as Henry Thayer & Co., focusing on plant-based remedies and fluid extracts. The company introduced alcohol-free witch hazel toners in 1989 and incorporated certified organic ingredients in 2012. Acquired by L'Oréal in 2020, it recorded $44 million in sales in 2019.

Product Lines

Manufacturing

Products are made in the USA. Witch hazel is sourced from the Thayers family farm in Connecticut. Formulas prioritize recycled packaging materials like 100% recycled plastic bottles.

Notable Products

• Witch Hazel Aloe Vera Formula Facial Toner - Bestselling alcohol-free toner combining witch hazel and aloe vera for soothing and toning.
• Alcohol-Free Witch Hazel Toner - Gentle astringent introduced in 1989 for sensitive skin.
• Slippery Elm Lozenges - Natural lozenges for throat relief based on historical remedies.
• Organic Witch Hazel Toner - Formulated with locally grown certified organic witch hazel.

Reputation

Thayers is regarded by skincare enthusiasts for its long heritage in natural witch hazel products and clean, cruelty-free formulations. Professionals note its expansion into multichannel retail while maintaining botanical focus. Some criticisms include limited innovation beyond toners compared to larger competitors.