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