Although Proctor & Gamble (P&G) has refused to comment, reports are swirling online that the company will be selling its Noxzema skincare brand. The Noxzema brand includes moisturizers and cleansers. Sources claim that the brand was sold to none other than Alberto-Culver, a main competitor of P&G.

The sale of the brand would be in keeping with P&G’s practice of selling its non-performing brands, especially in its beauty division. Other brands P&G has shed in recent times are Folgers Coffee and ThermaCare.

There are no details of the sale including sale price at this point.