<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0202</schemaVersion>

    <documentType>3/A</documentType>

    <periodOfReport>2006-11-08</periodOfReport>

    <dateOfOriginalSubmission>2006-11-08</dateOfOriginalSubmission>

    <noSecuritiesOwned>0</noSecuritiesOwned>

    <issuer>
        <issuerCik>0001269871</issuerCik>
        <issuerName>PHYSICIANS FORMULA HOLDINGS, INC.</issuerName>
        <issuerTradingSymbol>FACE</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001379833</rptOwnerCik>
            <rptOwnerName>Rogers Jeffrey P</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>PHYSICIANS FORMULA HOLDINGS, INC.</rptOwnerStreet1>
            <rptOwnerStreet2>1055 WEST 8TH STREET</rptOwnerStreet2>
            <rptOwnerCity>AZUSA</rptOwnerCity>
            <rptOwnerState>CA</rptOwnerState>
            <rptOwnerZipCode>91702</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>1</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle>President</officerTitle>
        </reportingOwnerRelationship>
    </reportingOwner>

    <derivativeTable>
        <derivativeHolding>
            <securityTitle>
                <value>Stock Option (right to buy)</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>0.1</value>
            </conversionOrExercisePrice>
            <exerciseDate>
                <footnoteId id="F1"/>
            </exerciseDate>
            <expirationDate>
                <value>2013-11-03</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Common Stock, par value $.01 per share</value>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>167333</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeHolding>
    </derivativeTable>

    <footnotes>
        <footnote id="F1">On November 3, 2003, the reporting person was granted an option to purchase 333,333 shares of common stock.  The option vests in four equal annual installments starting on the first anniversary date of the grant.  On January 5, 2006, the reporting person exercised the option with respect to 166,000 shares of common stock.  This amended Form 3 is being filed to correct the date of the option grant as reported in the reporting person's original Form 3.  The holding of such options is not new or revised but is being reported again to gain access to the filing system.</footnote>
    </footnotes>

    <ownerSignature>
        <signatureName>/s/ Elisabeth M. Martin, under power of attorney</signatureName>
        <signatureDate>2006-11-15</signatureDate>
    </ownerSignature>
</ownershipDocument>
