Michelle Riddalls OBE
Chief Executive Officer
About PAGB
We are PAGB, the consumer healthcare association. We represent the manufacturers of branded OTC medicines, self-care medical devices and food supplements in the UK.
We empower self-care as the expert voice of the UK consumer healthcare industry. Working with Government, regulators and our members, we support the sector to responsibly navigate the ever-changing landscape, encouraging a fair and positive regulatory environment that encourages product innovation, and promotes the contribution that self-care can make to people’s health at no cost to the NHS.
Established in 1919, PAGB has a long and distinguished track record as the industry self-regulatory body ensuring balanced and responsible marketing of self-care products.
Over-the-counter (OTC) products play a vital role for millions of people in managing their own health. 96% of the UK population experiences at least one self-treatable illness every year, with over 900 million OTC medicines sold in the UK in 2022, generating £3.3bn in sales in the year.
Our 5-year strategy
PAGB’s 5-Year Strategy, launched in January 2025, was developed through a collaborative process with our members and seeks to build on our existing successes while sustaining high levels of member satisfaction.
Our Vision is for the UK to lead the way in consumer healthcare, underpinned by a robust regulatory and policy framework, offering unparalleled access to products that empower consumers to self-care with confidence.
Our Mission is to be expert voice of the UK consumer healthcare industry, shaping the future of self-care through self-regulation and advocacy.
Hear more about our 5-year strategy from our CEO Michelle Riddalls
Our senior management team
PAGB’s senior management team work closely with our Board to implement PAGB’s strategy and support members.
Farhana Hawthorn
Director of Policy and Public Affairs
Christina Gkouva
Christina Gkouva
Director of Regulatory Affairs
Laura Kelly
Laura Kelly
Deputy CEO
CEO Updates
Members can watch quarterly video updates from PAGB’s CEO, Michelle Riddalls, summarising key outputs and decisions from Board meetings and the latest updates on PAGB’s work.
Our members
Consumer healthcare industry
Find out key facts and figures about consumer health industry
Learn morePAGB Board and officers
Representatives from PAGB member companies sit as directors of PAGB on the PAGB Board
Learn more