P&G Acquires Native Natural Deodorant Brand

Native deodorant brand has been acquired by P&G. // Petardj/iStock/Getty Images Plus

The natural deodorant brand Native has been acquired by Procter and Gamble (P&G). The acquisition, which was announced late last week, will help P&G broaden its personal care product portfolio, which already includes Secret, Old Spice, and Gillette.

Native CEO Moiz Ali will continue in his role and lead the brand from its San Francisco based operation. "I couldn't be more excited about joining the Procter & Gamble family of brands," Ali said in a statement. "I've long admired P&G's commitment to product innovation and obsession with customer happiness, and I'm excited to leverage their expertise as we continue to grow Native."

The acquisition will benefit both Native and P&G, as Native was previously only available direct-to-consumer and will now reach a wider market, while its online-focused business model will act as a great boost for P&G’s digital initiatives. Financial terms of the deal weren’t disclosed, but P&G reportedly paid $100 million in cash. It was P&G's first acquisition in eight years.

CORONAVIRUS SPECIAL COVERAGE NEWSLETTER

The most comprehensive and up-to-date information relating to the pandemic.

All the day's coronavirus-related news and additional stories for small businesses.

Established as a start up in 2015, Native has just 10 employees.

More information can be found on the Native and P&G websites.

RELATED STORIES

Inside a Spa Director's Beauty Bag: Shannon Mariani

12 Days of PCA Day 10: Soothing and Natural

Tengram Capital Acquires RéVive Skincare Brand

Suggested Articles

We spoke to some of the industry’s favorite spa directors for ways to improve the quality of life at home during these unprecedented times.

The idea that self-care is just for women is changing, but it can be easy for men to forget to take care of themselves. Here a few simple tips to try.

To continue celebrating women and their accomplishments, American Spa has begun accepting entries for the 2020 Women in Wellness Awards.