Noxell
Noxell was a Maryland-based personal-care and household-products company best known for the Noxzema and CoverGirl brands.
Last updated August 31, 2026
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Overview
Noxell Corporation was a Maryland-based consumer-products company whose historical portfolio centered on skin care, shaving products, cosmetics, and household cleaners. It was formerly known as the Noxzema Chemical Company and took the Noxell name in 1966. The company’s roots lay in a sunburn remedy developed on Maryland’s Eastern Shore. Francis J. Townsend, a physician in Ocean City, created a formula known as “Townsend R22,” also described as “no-eczema,” and used it as a treatment for resort visitors suffering sunburn. Townsend later gave the formula to Dr. George Bunting, who commercialized it in the late 1910s. Around 1917, Bunting introduced the product as Dr. Bunting’s Sunburn Remedy. The preparation was initially made manually by Bunting and Elizabeth Buck, who handled mixing, heating, and filling during the product’s first years. It was subsequently renamed Noxzema and marketed as a versatile skin cream rather than solely as a sunburn treatment. A factory opened in Baltimore in 1920, allowing the business to move beyond small-scale production. Radio and print advertising helped establish Noxzema across the United States, with sales expanding particularly during the 1940s. During the 1950s, the company broadened its personal-care range. It introduced or marketed products including shaving cream, cold cream, suntan lotion, and suntan oil. In the late 1950s it created the CoverGirl cosmetics line, which was associated with the company’s skin-care heritage and used medicated ingredients in its early positioning. Noxell also expanded outside personal care by acquiring the Lestoil heavy-duty multipurpose cleaner in 1960. That acquisition gave the business a household-cleaning presence in addition to its cosmetics and skin-care activities. The company remained under Bunting-family ownership and management for much of this period. G. Lloyd Bunting Sr., the founder’s son, became a central manager, and George L. Bunting Jr., the founder’s grandson, followed in management in 1973. Procter & Gamble acquired Noxell in 1989 in a transaction reported at approximately $1.4 billion. Noxell continued to operate as a subsidiary, while its best-known brands were incorporated into Procter & Gamble’s broader consumer-goods portfolio. Noxell later narrowed its focus. In 1996 it sold Lestoil to The Clorox Company, citing a desire to concentrate on cosmetics and fragrances. Procter & Gamble sold the Noxzema brand to Alberto-Culver in October 2008. Unilever acquired Alberto-Culver on September 27, 2010, in a transaction reported at approximately $3.7 billion, thereby placing Noxzema under Unilever ownership as a brand even though Noxell remained associated with Procter & Gamble’s corporate history. By 2016, Noxell’s facilities in Hunt Valley, Maryland, also housed Procter & Gamble’s cosmetics operations. The site produced products associated with CoverGirl, Max Factor, and Olay, while Noxzema products were no longer manufactured there. Noxell is therefore best understood as a historical operating company and corporate vehicle within Procter & Gamble, rather than as a standalone consumer-facing brand with a current independent product range.
History
Noxell developed from a Maryland skin-care business associated with Dr. George Bunting. The company’s commercial origin was a formula created by Francis J. Townsend, an Ocean City physician, for treating sunburn. Townsend called the preparation Townsend R22 and connected it with the phrase “no-eczema.” He later passed the formula to Bunting, who introduced it around 1917 as Dr. Bunting’s Sunburn Remedy. Bunting and Elizabeth Buck initially produced the preparation themselves, carrying out the mixing, heating, and filling in small batches. The remedy was later renamed Noxzema and promoted for several skin-care uses. In 1920, the Noxzema Chemical Company opened a factory in a Baltimore house, establishing a more formal manufacturing base. Advertising through radio and print expanded the product’s reach, and Noxzema sales grew across the United States during the 1940s. The business was still controlled by the Bunting family, whose management helped preserve the company’s identity while it expanded its portfolio. In the 1950s, the company moved beyond its original cream. Its products included shaving cream, cold cream, suntan lotion, and suntan oil. The company also created CoverGirl in the late 1950s. The cosmetics line extended Noxell’s skin-care expertise into mass-market makeup and became one of its most important long-term assets. In 1960, the company acquired Lestoil, a heavy-duty multipurpose cleaning product, adding a household-products business to its personal-care activities. The corporate name changed from Noxzema Chemical Company to Noxell Corporation in 1966. Management passed through successive generations of the Bunting family. G. Lloyd Bunting Sr. was a prominent manager before George L. Bunting Jr., the founder’s grandson, assumed a management role in 1973. The family-owned period ended when Procter & Gamble acquired Noxell in 1989 through a merger reported at approximately $1.4 billion. Noxell remained a subsidiary rather than continuing as an independent public company. Noxell’s portfolio was subsequently reshaped. In 1996, Lestoil was sold to The Clorox Company, reflecting a decision to focus more closely on cosmetics and fragrances. Procter & Gamble later sold the Noxzema brand to Alberto-Culver in October 2008. Alberto-Culver was acquired by Unilever on September 27, 2010, for a reported $3.7 billion, transferring Noxzema into Unilever’s brand portfolio. By 2016, Noxell’s headquarters and manufacturing facilities were located in Hunt Valley, a Baltimore suburb. The site also housed Procter & Gamble’s cosmetics division and produced goods associated with CoverGirl, Max Factor, and Olay. Noxzema-branded products were no longer being produced at the facility at that point. The company’s history consequently spans an early Maryland remedy business, a diversified family-owned consumer-products manufacturer, and a corporate subsidiary whose principal legacy is represented by brands rather than by an independent operating identity.
- 2016
Hunt Valley facility houses P&G cosmetics operations
[1]The Noxell facility in Hunt Valley, Maryland, housed Procter & Gamble cosmetics operations, while Noxzema products were no longer produced there.
- 2010
Alberto-Culver acquired by Unilever
[1]Unilever acquired Alberto-Culver, including the Noxzema brand portfolio.
- 2008
Noxzema sold to Alberto-Culver
[1]Procter & Gamble sold the Noxzema brand to Alberto-Culver in October.
- 1996
Lestoil divestiture
[1]Noxell sold Lestoil to The Clorox Company as it focused on cosmetics and fragrances.
- 1989
Acquisition by Procter & Gamble
[1]Procter & Gamble acquired Noxell in a merger reported at approximately $1.4 billion.
- 1966
Corporate name changes to Noxell
[1]The Noxzema Chemical Company adopted the name Noxell Corporation.
- 1960
Lestoil acquisition
[1]The company acquired Lestoil, a heavy-duty multipurpose household cleaner.
- 1958
CoverGirl is created
[1]Noxell originated the CoverGirl cosmetics line in the late 1950s.
- 1950
Expansion into personal-care products
[1]During the 1950s, the company diversified into shaving cream, cold cream, suntan lotion, and suntan oil.
- 1920
Baltimore factory opens
[1]The Noxzema Chemical Company opened a factory in Baltimore, creating a dedicated production base.
Products and positioning
Historically positioned as a family-owned American personal-care and household-products company built around practical skin-care remedies, accessible cosmetics, shaving products, and selected household cleaners. Its consumer identity was carried mainly by the Noxzema and CoverGirl brands.
Skin care · 1917
Noxzema
Noxzema began as a Maryland sunburn remedy and became the company’s signature skin-care line. It was later promoted as a multipurpose cream and expanded into related personal-care formats. The brand remained Noxell’s central consumer identity even after the corporate company was acquired by Procter & Gamble and the Noxzema brand was later sold to Alberto-Culver.
Color cosmetics · 1958
CoverGirl
CoverGirl was created by Noxell in the late 1950s as a cosmetics line connected to the company’s personal-care and skin-care heritage. Its creation marked Noxell’s move into mass-market makeup and became one of the company’s most significant cosmetics assets. The line was later operated within Procter & Gamble’s cosmetics activities.
Household cleaner
Lestoil
Lestoil was a heavy-duty multipurpose cleaner acquired by Noxell in 1960. It represented the company’s diversification beyond personal care into household products. Noxell later sold the brand to The Clorox Company in 1996 as part of a strategy to concentrate on cosmetics and fragrances.
Shaving product
Noxzema Shave Cream
Noxzema Shave Cream was one of the company’s personal-care extensions during its postwar diversification. Its advertising became especially visible through a television campaign associated with model Gunilla Knutson and the phrase “take it off, take it all off,” referring to shaving facial hair.
Marketing campaigns
- 1960Noxzema Shave Cream television advertising
United States
Television commercials for Noxzema Shave Cream, created by the William Esty Advertising Agency, featured model Gunilla Knutson and a memorable shaving-related line. The advertisements attracted substantial public attention and became one of the better-known promotional moments in Noxell’s history.
Outcome. The commercials generated widespread attention for Noxzema Shave Cream.
Brand decisions
2008
Divest NoxzemaM&ABackground
Procter & Gamble was reshaping its brand portfolio and decided to dispose of Noxzema.
Action taken
Procter & Gamble sold Noxzema to Alberto-Culver in October 2008.
Aftermath
Noxzema left Procter & Gamble’s brand portfolio and later became part of Unilever through its acquisition of Alberto-Culver.
1996
Focus on cosmetics and fragrancesStrategyBackground
Noxell reviewed its diversified portfolio after operating both personal-care and household-cleaning businesses.
Action taken
The company sold Lestoil to The Clorox Company.
Aftermath
The divestiture reduced Noxell’s household-cleaning exposure and supported a narrower focus on cosmetics and fragrances.
1989
Join Procter & GambleM&ABackground
Noxell was a diversified personal-care and household-products company with established brands including Noxzema and CoverGirl.
Action taken
Procter & Gamble acquired Noxell through a merger reported at approximately $1.4 billion.
Aftermath
Noxell continued operating as a Procter & Gamble subsidiary.
Reported transaction value. $1.4 billion (1989)
1960
Acquire LestoilM&ABackground
Noxell expanded beyond personal care while diversifying its consumer-products portfolio.
Action taken
The company acquired the Lestoil heavy-duty multipurpose cleaner.
Aftermath
Lestoil remained part of the portfolio until Noxell sold it to The Clorox Company in 1996.
Recent events
- 2010
Unilever acquires Alberto-Culver[1]
M&A
Unilever acquired Alberto-Culver on September 27, 2010, in a transaction reported at approximately $3.7 billion. Noxzema became part of the acquired brand portfolio.
- 2008
Procter & Gamble sells Noxzema to Alberto-Culver[1]
M&A
Procter & Gamble sold the Noxzema brand to Alberto-Culver in October 2008.
- 1996
Noxell sells Lestoil to Clorox[1]
M&A
Noxell divested the Lestoil heavy-duty cleaner as it concentrated its activities on cosmetics and fragrances.
- 1989
Procter & Gamble acquires Noxell[1]
M&A
Procter & Gamble purchased Noxell in a merger reported at approximately $1.4 billion. Noxell continued as a subsidiary.
Sources1 sources
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