11.16.17
Procter & Gamble has acquired Native deodorants, a rapidly growing direct-to-consumer natural deodorant brand. The deal for the venture-backed deodorant startup brand is reportedly worth $100 million cash.
The acquisition is expected to help the consumer products giant to reach consumers looking for products free of certain ingredients—or comprised of natural ones—while shopping online. The company already owns the Secret deodorant brand .
Native, based in San Francisco, is an online distributor of deodorant, and reportedly has acquired more than a million customers since launching 2.5 years ago. The company recently received $500 thousand from Azure Capital Partners.
The deodorants sell for prices higher than those for many other products in the category, at $12 per stick. A variety of scents are available, including pumpkin spice latte, honeycrisp apple and cinnamon.
Native founder and CEO Moiz Ali will continue to lead the brand from its San Francisco base.
The acquisition is expected to help the consumer products giant to reach consumers looking for products free of certain ingredients—or comprised of natural ones—while shopping online. The company already owns the Secret deodorant brand .
Native, based in San Francisco, is an online distributor of deodorant, and reportedly has acquired more than a million customers since launching 2.5 years ago. The company recently received $500 thousand from Azure Capital Partners.
The deodorants sell for prices higher than those for many other products in the category, at $12 per stick. A variety of scents are available, including pumpkin spice latte, honeycrisp apple and cinnamon.
Native founder and CEO Moiz Ali will continue to lead the brand from its San Francisco base.
