Preparation H

Preparation H is an American over-the-counter healthcare brand focused primarily on the temporary relief of hemorrhoid symptoms, including itching, burning, swelling, soreness and discomfort. The brand is associated with topical ointments, creams, gels, sprays, suppositories and medicated cleansing wipes. Its products are sold under different formulations in different markets, reflecting local regulatory requirements, consumer preferences and historical product development. In the United States, the brand is currently presented as part of Haleon's digestive-health portfolio and is marketed for symptom relief rather than as a substitute for medical diagnosis or treatment of serious anorectal conditions. The brand's history is connected to George Sperti, a scientist and inventor whose work on biological and tissue-related preparations contributed to the development of the product. The business history commonly associated with Preparation H traces its commercial evolution to the 1930s, when American Home Products acquired a sunburn-oil business and developed it into a hemorrhoid treatment. The product became one of American Home Products' best-known consumer-health assets. American Home Products had been incorporated in 1926 and later changed its corporate name to Wyeth in 2002. Pfizer acquired Wyeth in 2009, bringing Preparation H into Pfizer's consumer-healthcare portfolio. Preparation H historically differentiated itself through claims about soothing irritation, reducing discomfort and temporarily shrinking swollen hemorrhoidal tissue. Earlier formulations featured Biodyne, also called Bio-Dyne in historical advertising and product literature, a yeast-derived extract associated with the Sperti formulation. The ingredient remained in some non-U.S. versions after it was removed from the U.S. formulation in 1995. Other formulations have used combinations of protectants, astringents, vasoconstrictors, local anesthetics, anti-itch agents and corticosteroids. Examples reported across the brand's international range include witch hazel, mineral oil, petrolatum, phenylephrine, pramoxine, lidocaine, hydrocortisone, shark liver oil and yeast extract. These ingredients are not present in every product, and the precise composition depends on the individual package and market. The brand's product architecture has expanded from a traditional ointment and suppository franchise into a broader symptom-based range. Ointments are positioned for external and, with an applicator, some internal symptoms. Suppositories are designed for internal hemorrhoid symptoms. Creams and gels address localized discomfort, itching, burning or swelling, while lidocaine-based products emphasize faster numbing relief. Medicated wipes and portable Totables products combine cleansing with symptom-soothing and are intended for use when consumers want a convenient, discreet format. Current U.S. product groupings include Original Formula, Rapid Relief and Soothing Relief, allowing the brand to organize products around the consumer's immediate symptom or desired speed of relief. Ownership of the brand changed again through the restructuring of consumer healthcare businesses. In 2019, Pfizer combined its consumer-healthcare business with GlaxoSmithKline's consumer-healthcare operations in a joint venture. Preparation H became part of the resulting GSK Consumer Healthcare portfolio. In 2022, that consumer-healthcare business separated from GSK and became Haleon plc, an independent listed company. Preparation H is now marketed on Haleon's U.S. consumer website and is included in the company's digestive-health and other consumer-health categories. Marketing has been central to the brand's visibility because hemorrhoids are a private and embarrassing subject. Historically, advertising used direct symptom language, clinical-sounding claims and demonstrations intended to make the product's medical purpose clear. More recent activity has sought to normalize discussion of t…

Preparation H's documented history begins with the work of George Sperti, an American scientist and inventor associated with the development of a biological preparation that became the foundation of the brand's early identity. Sperti's work was connected to the Sperti Company and to products intended to support tissue care and healing. The later commercial brand was shaped by American Home Products, a U.S. healthcare company incorporated in 1926. In 1935, American Home Products acquired a sunburn-oil business and transformed the product into a hemorrhoid treatment marketed as Preparation H. The brand subsequently became one of the company's most important consumer-health products. The early product was promoted as a specialized treatment for hemorrhoids, a condition that was both common and difficult for consumers to discuss openly. Its marketing emphasized the product's ability to soothe irritation and discomfort and, in historical advertising, to reduce swollen hemorrhoidal tissue. The formulation and the language used to describe it changed over time. Historical versions were associated with Biodyne or Bio-Dyne, a yeast-derived extract linked to the original Sperti formulation. The ingredient was later removed from the U.S. formulation in 1995, while remaining in some formulations sold outside the United States. This divergence illustrates how the same brand name can cover market-specific products rather than one globally uniform formula. During the mid-twentieth century, Preparation H advertising became increasingly prominent in newspapers, magazines, radio and television. The product was presented with a medical and clinical frame, using references to doctors, hospitals, testing and a proprietary substance. That approach helped establish credibility for an embarrassing condition, but it also created regulatory exposure. In 1966, the Federal Trade Commission brought an action involving American Home Products' advertising of Preparation H ointment and suppositories. The FTC record addressed claims that the product healed injured tissue, relieved pain promptly and shrank hemorrhoids without surgery, along with representations concerning clinical and hospital evidence. The resulting order required the company to stop using specified claims and became a notable example of the limits placed on OTC medical advertising. The brand continued to develop multiple dosage forms. Ointments used protectant and soothing bases and could be applied externally or with an applicator for some internal symptoms. Suppositories offered an internal-use format, while creams and gels gave consumers alternatives to petroleum-based ointments. Medicated wipes extended the brand into cleansing and on-the-go use. Over successive generations, the active ingredients used in different products included protectants such as mineral oil and petrolatum; witch hazel as an astringent; phenylephrine as a vasoconstrictor; pramoxine or lidocaine as local anesthetics; hydrocortisone for anti-itch relief; and, in some international products, shark liver oil and yeast extract. These formulations are not interchangeable, and the brand's own labeling directs consumers to follow the instructions for the specific product. American Home Products changed its corporate name to Wyeth in 2002. The change reflected the evolution of the parent company, but Preparation H remained a consumer-facing brand rather than being renamed. Pfizer acquired Wyeth in 2009 in a transaction reported at approximately $68 billion. Preparation H therefore became part of Pfizer's broader consumer-healthcare operations. During this period, the brand continued to be sold as an established OTC hemorrhoid-treatment line, supported by traditional retail distribution and a portfolio of ointments, creams, suppositories and wipes. A further ownership transition occurred in 2019. Pfizer combined its consumer-healthcare business with GlaxoSmithKline's consumer-healthcare business in a joint venture. The combined operation, known as GSK Consumer Healthcare, brought together a large portfolio of OTC brands. Preparation H was included in that portfolio. The venture was subsequently separated from GSK in 2022 and became Haleon plc, an independent consumer-healthcare company listed in London and New York. Haleon now manages Preparation H as part of its digestive-health and other everyday-health portfolio. Marketing strategy has evolved along with ownership and media habits. Because hemorrhoids carry a strong embarrassment barrier, the brand has frequently used euphemism, humor, symptom education and discreet formats to lower the emotional cost of seeking relief. Public-relations work has included surveys about prolonged sitting, humorous activations connected with the Minnesota town of Kiester, and pop-culture-oriented product kits linked to the Game of Thrones finale. In 2020, the Back There Care campaign used digital placement advertising, social video and in-ad commerce to reach younger male consumers who were less familiar with the brand or reluctant to purchase hemorrhoid treatment. The campaign reported substantial digital reach and measured gains in awareness and consideration. In its current U.S. presentation, Preparation H is organized around three broad benefit platforms: Original Formula, Rapid Relief and Soothing Relief. The line includes ointments, creams, gels, sprays, suppositories and wipes. The official consumer site also provides symptom guidance and a relief-finder tool, while emphasizing label compliance and professional advice for pregnancy, nursing, prolonged symptoms or warning signs. The brand remains active and internationally recognized, although its precise formulations, claims and product availability vary by country. Its history combines scientific branding, aggressive OTC marketing, regulatory scrutiny, corporate ownership changes and continuing efforts to make a sensitive health topic easier to discuss.

1. 2022Haleon becomes independent

   The consumer-healthcare business containing Preparation H separates from GSK and becomes Haleon plc.

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2. 2020Back There Care campaign

   Preparation H launches a digital campaign designed to improve relevance among younger male consumers and reduce embarrassment around hemorrhoid treatment.

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3. 2019Preparation H enters GSK Consumer Healthcare

   Pfizer and GlaxoSmithKline complete a joint venture combining their consumer-healthcare businesses, including Preparation H.

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4. 2009Pfizer acquires Wyeth

   Pfizer acquires Wyeth, bringing Preparation H into Pfizer's consumer-healthcare portfolio.

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5. 2002American Home Products becomes Wyeth

   The parent company changes its corporate name to Wyeth, while Preparation H continues as a consumer brand.

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6. 1995Biodyne is removed from the U.S. formulation

   The yeast-derived Biodyne ingredient associated with the original Sperti formulation is removed from the formulation sold in the United States, while remaining in certain foreign-market versions.

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7. 1966FTC advertising decision

   The Federal Trade Commission restricts specified advertising representations concerning Preparation H's clinical evidence, healing effects and ability to shrink hemorrhoids without surgery.

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8. 1935Sunburn-oil business is transformed into Preparation H

   American Home Products acquires a sunburn-oil business and develops it into the hemorrhoid-treatment product that becomes Preparation H.

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9. 1926American Home Products is incorporated

   The corporate predecessor most closely associated with Preparation H's later development is incorporated as American Home Products.

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A trusted, mainstream OTC hemorrhoid-treatment brand organized around temporary relief of pain, itching, burning, swelling and discomfort, with multiple dosage forms for internal and external symptoms.

• Preparation H Hemorrhoidal OintmentTopical ointment

  A traditional topical format intended to relieve symptoms associated with internal and external hemorrhoids. The U.S. label identifies mineral oil and petrolatum as protectants and phenylephrine hydrochloride as a vasoconstrictor. The product is marketed to temporarily shrink swollen hemorrhoidal tissue and relieve burning, itching and discomfort, with an applicator available for internal use according to the label.

• Preparation H SuppositoriesSuppository

  A rectal dosage form designed primarily for internal hemorrhoid symptoms. Suppositories provide an alternative to external ointments and are positioned for symptoms such as burning, itching and discomfort. The brand's consumer guidance explains insertion and directs users to follow the package instructions rather than treating all Preparation H products as having identical dosing or ingredients.

• Preparation H Medicated WipesMedicated wipe

  Medicated cleansing wipes intended to clean the affected area while providing soothing relief from irritation, burning and itching. Wipes extend the brand beyond medication applied from a tube and support discreet, convenient use at home or away from home. The product family includes standard wipes, women's wipes and portable formats in the U.S. range.

• Preparation H Rapid Relief with LidocaineTopical anesthetic cream

  A rapid-relief line using lidocaine in selected products to provide temporary local numbing relief from hemorrhoid discomfort. The line has included creams and a spray, allowing consumers to choose between a tube-based cream and a portable spray format. Exact active ingredients and permitted uses vary by product and market, so the package label controls.

• Preparation H Multi-Symptom Pain Relief CreamTopical hemorrhoid cream

  A cream positioned for consumers experiencing more than one symptom, such as pain, itching, burning and discomfort. U.S. product materials describe versions containing pramoxine and aloe, with the benefit proposition centered on multi-symptom relief rather than a single complaint. It is part of the brand's broader effort to organize products around symptom needs.

• Preparation H Cooling GelTopical cooling gel

  A topical gel designed to provide a cooling sensation and temporary relief from external irritation and discomfort. Its lighter gel format offers an alternative to ointments for consumers who prefer a less occlusive application. The product is grouped within the brand's original-formula portfolio in the current U.S. presentation.

• Preparation H Anti-Itch Cream Hydrocortisone 1%Anti-itch cream

  A product centered on relief of itching through hydrocortisone 1% in the relevant U.S. formulation. It is intended for external use and addresses a specific symptom rather than representing the complete Preparation H range. Consumers are directed to follow the label's duration, age and warning instructions because corticosteroid-containing products have different precautions from protectant-only ointments.

• Preparation H TotablesPortable medicated wipe

  Portable, individually convenient wipe formats intended for discreet use outside the home. Totables products support cleansing and temporary irritation relief and reflect the brand's response to consumers who want a travel-friendly option. The line has appeared in versions using witch hazel and in newer rapid-relief wipe offerings.

• 2020Back There Care

  United States

  A digital campaign aimed at younger, male-skewing consumers who were less familiar with Preparation H or reluctant to acknowledge hemorrhoid symptoms. The campaign used social placements, repurposed viral videos and an add-to-cart function developed with e-commerce service MikMak to connect awareness directly with purchase.

  Outcome. The case study reported 371.5 million digital impressions, a 10% increase in awareness and a 13.4% increase in consideration.

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• State of Sitting and Kiester PR activations

  United States

  Preparation H and its public-relations agency used survey data about prolonged sitting and a humorous visit to Kiester, Minnesota, to make an uncomfortable health subject more newsworthy and approachable. The Kiester activation included a community event connected with the premiere of a commercial filmed in the town.

  Outcome. The activities were designed to generate earned media, normalize discussion of hemorrhoid symptoms and increase awareness of the product portfolio.

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• Throne-Sitting Survival Kits

  United States

  A pop-culture public-relations activation connected with the Game of Thrones series finale. Preparation H distributed themed survival kits to actors and media contacts, using the show's throne imagery and long periods of sitting as a humorous bridge to the brand's category.

  Outcome. The activation used timely entertainment culture to draw attention to hemorrhoid discomfort and the brand's relief products.

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• 2022Separation into HaleonM&A

  GSK separated its consumer-healthcare business into an independent company as part of a corporate restructuring. Preparation H was retained as one of the business's established OTC brands.

  What changed. The consumer-healthcare operation became Haleon plc, which assumed ownership and marketing responsibility for Preparation H.

  Aftermath. Preparation H remained active in Haleon's digestive-health portfolio and continued to be marketed through a dedicated U.S. website.

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• 2022Impairment assessment for the Preparation H brand assetOther

  Haleon's reporting disclosed an impairment charge associated with Preparation H in 2022 and described the brand's recoverable amount as sensitive to changes in valuation assumptions.

  What changed. Haleon recorded a £111 million impairment charge for Preparation H in 2022 because the brand's carrying value exceeded its recoverable amount.

  Aftermath. Later reporting continued to identify Preparation H as a brand with material estimation sensitivity but did not indicate discontinuation or sale.

  Impairment charge. £111 million (FY2022)

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• 2019Transfer into the Pfizer-GSK consumer-healthcare joint ventureM&A

  Pfizer and GlaxoSmithKline combined their consumer-healthcare operations to create a large global OTC business. Preparation H was among the Pfizer consumer-healthcare brands included in the transaction.

  What changed. Preparation H became part of GSK Consumer Healthcare, the operating company created by the joint venture.

  Aftermath. The brand continued under the consumer-healthcare business that later separated from GSK and became Haleon.

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• 1995Removal of Biodyne from the U.S. formulationGeneration change

  Biodyne was historically associated with the original Sperti formulation and continued to appear in some non-U.S. versions of Preparation H. The U.S. formulation changed in 1995, separating the American product from certain international formulas.

  What changed. Biodyne was removed from the Preparation H formulation sold in the United States.

  Aftermath. Formulations continued to differ by country, and the brand retained a range of products using other active ingredients and bases.

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• 1966FTC action over medical and clinical advertising claimsControversy

  The Federal Trade Commission addressed American Home Products advertising that described Preparation H as clinically and hospital tested, claimed that it healed injured tissue and stated that it could shrink hemorrhoids without surgery. The final order prohibited specified representations, making the matter a significant regulatory episode in the brand's history.

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• 2024Haleon continues to identify Preparation H as a major portfolio brand

  Haleon's 2024 annual reporting continued to include Preparation H in its digestive-health and other brand portfolio. The report also disclosed that the brand's carrying value was subject to significant impairment-estimation sensitivity, without indicating that the brand was being discontinued.

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• 2024Official U.S. portfolio expands relief formats

  The official U.S. website presented Preparation H products in Original Formula, Rapid Relief and Soothing Relief groupings, including ointments, creams, gels, suppositories, sprays and wipes.

  Product generationProduct launch
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• 2022Haleon becomes an independent consumer-healthcare company

  The consumer-healthcare business containing Preparation H separated from GSK and began operating as Haleon plc, an independent company. Haleon subsequently continued to list Preparation H among its digestive-health brands.

  M&A
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• 2020Preparation H Back There Care campaign targets younger consumers

  The Back There Care campaign used social advertising, repurposed viral videos and e-commerce add-to-cart functionality to make hemorrhoid treatment more relevant to younger, male-skewing consumers. The campaign reported 371.5 million digital impressions, a 10% awareness lift and a 13.4% consideration lift.

  Campaign
  Source
• 2019Pfizer and GlaxoSmithKline complete consumer-healthcare joint venture

  Pfizer announced the completion of its transaction with GlaxoSmithKline to combine their consumer-healthcare businesses. Preparation H became part of the resulting GSK Consumer Healthcare portfolio, with Pfizer holding a minority stake in the joint venture at formation.

  M&A
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1. Preparation H
2. Preparation H Products
3. Preparation H Hemorrhoidal Ointment label
4. Pfizer Announces Closing of Joint Venture With GlaxoSmithKline
5. Corporate actions
6. Haleon Annual Report and Form 20-F 2024
7. Preparation H: Back There Care Campaign
8. Preparation H public-relations activations
9. Federal Trade Commission Decisions, American Home Products Corp.
10. Impairment assessment for the Preparation H brand asset