Kenvue joins Pharmx to streamline pharmacy ordering

Kenvue has joined the Pharmx Marketplace, adding more than 450 consumer health products to the ordering platform used by pharmacies across Australia and New Zealand.

The move brings well-known brands to Pharmx, including Nicorette, Zyrtec, Codral, Listerine, Neutrogena, Aveeno, Johnson's and BAND-AID Brand. Pharmacies can now order these lines through the same marketplace they use for other suppliers.

Pharmx positions itself as a central ordering hub for the pharmacy channel in Australia and New Zealand, claiming access to more than 99% of pharmacies across the two countries. It also lists a catalogue of about 40,000 SKUs.

Kenvue joins other major suppliers already on the platform, including Reckitt, Blackmores, Pfizer, L'Oréal, Bayer and Revlon.

Ordering workflow

The addition of Kenvue is intended to give pharmacies a more consolidated way to purchase pharmacy ranges through existing wholesale partners. The integration is designed to provide visibility of stock availability, pricing and promotional activity across Kenvue brands and the wider marketplace.

For pharmacies, a marketplace model can reduce the need to switch between separate supplier systems. It can also concentrate ordering in one place and simplify administration when invoicing is integrated into the same workflow.

Tom Culver, Chief Executive Officer at Pharmx, said supplier participation on the platform has continued to increase.

"Kenvue joining Pharmx is a clear indication of Pharmx's importance as a key partner for pharmacies across Australia and New Zealand."

"For pharmacies, it means more of the brands they order every day are now available through one central platform, with clearer visibility on stock and promotions, and less time spent dealing with multiple ordering systems," Culver said.

Supplier access

Kenvue operates in consumer health, selling a mix of over-the-counter medicines, personal care products and first aid lines. It describes itself as the world's largest pure-play consumer health company by revenue, with brands long established in pharmacy and retail.

Steve Mallin, Pharmacy Sales Director for Australia and New Zealand at Kenvue, said the decision reflects how pharmacies manage day-to-day procurement. "This is about meeting pharmacies where they operate - in the systems they use every day. By coming onto the Pharmx Marketplace, pharmacies can access our pharmacy range through a single integrated ordering and e-invoicing workflow, supported by their existing wholesaler relationships."

"It also means our brands will be easier to find and easier to order, helping us to better support this channel. Our teams work every day to put the power of care in consumers' hands and earn a place in their hearts and homes - and making our brands simpler for pharmacies to stock and supply is a critical part of delivering on that purpose," Mallin said.

Platform scale

Pharmx describes itself as a pharmacy ordering platform that also covers inventory management, e-invoicing and analytics. It says it facilitates about AUD $20 billion in transactions annually across its network of pharmacies, suppliers and technology vendors.

The tie-up points to a broader shift in how suppliers reach the pharmacy channel. Large consumer health groups increasingly depend on digital ordering routes that connect with pharmacy workflows and wholesaler relationships. For platforms such as Pharmx, adding recognised brands can increase ordering volumes and keep pharmacy purchasing within a single environment.

Kenvue's addition reflects a broader trend towards integrated ordering in the sector, with further supplier participation expected as the marketplace expands.