TL/DR –
Foundation Consumer Healthcare has appointed former Haleon executive Rupa Bahri as CEO, with founder Greg Bradley assuming the role of chairman. Bahri’s appointment follows the company’s strategic transformation to focus solely on the women’s health sector, including the recent divestiture of its over-the-counter wellness brands to Prestige Consumer Healthcare. Bahri’s experience includes driving strategic growth, executing complex M&A, and building high-performing organizations, and she has previously led major portfolio turnarounds at Novartis Consumer and GSK Consumer Healthcare.
Foundation Consumer Healthcare Appoints New CEO to Boost Women’s Health Market Focus
High-growth women’s health market is the target focus for Foundation Consumer Healthcare (FCH) following the appointment of two senior executives. Rupa Bahri, formerly of Haleon, steps into the CEO position, while founder and current CEO Greg Bradley assumes the role of board chairman.
Announced on August 4, 2026, in Pittsburgh, this news follows FCH’s strategic transformation into a market leader dedicated to women’s health. This reshaping of the company was marked by a targeted divestiture of their over-the-counter (OTC) wellness brands to Prestige Consumer Healthcare in June 2026.
“I am honored to join Foundation Consumer Healthcare at such a transformative time,” expressed the incoming CEO, Rupa Bahri. “The potential to create an exceptional platform in women’s health, one of today’s most dynamic health care opportunities, is exciting. I anticipate delivering innovative solutions and building a market-leading business with the team.”
Rupa Bahri succeeds Greg Bradley, who has been at the helm since FCH’s inception in 2014. During Bradley’s tenure, FCH grew from a startup to a top-10 OTC health care company, completing a strategic portfolio optimization and divestiture program. Bradley will now serve as the chairman of the board of FCH and the Consumer Healthcare Products Association (CHPA).
Bradley expressed his excitement for the company’s future, stating, “It has been a privilege to lead Foundation Consumer Healthcare to phenomenal growth over the past 12 years. With our focus now fully on women’s health, Rupa is exceptionally qualified to steer the company into this compelling next era.”
Bahri brings over two decades of global healthcare leadership, a proven track record of driving strategic growth, scaling operations, executing complex M&A, and building high-performance organizations. Her previous roles include Canadian president of Haleon, leading major U.S. portfolio turnarounds at Novartis Consumer and GSK Consumer Healthcare, and strategic expertise development at McKinsey & Company.
About Foundation Consumer Healthcare
Foundation Consumer Healthcare LLC (FCH) is a Pittsburgh-based over-the-counter (OTC) consumer healthcare company. FCH is known for developing and marketing expert-recommended, consumer-preferred OTC healthcare products. Their flagship brand, Plan B One-Step, is the #1 OB/GYN-recommended emergency contraception in the US. FCH continues to make strides in providing education and increasing access to emergency contraception for women.
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