P&G acquires natural deodorant brand start-up Native

The San Francisco-based start-up recently received US$500,000 in capital

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P&G has inked a deal to acquire natural deodorant brand Native for an undisclosed amount.

The transaction is expected to help P&G broaden its portfolio, which already includes deodorant brands Secret and Old Spice, and reach health-conscious digitally-minded consumers who want free-from cosmetics.

“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,” said Native founder and CEO Moiz Ali.

Native’s deodorants include scents such as Pear & Lavender, Pumpkin Spice Latte and Sandalwood & Lemon, as well as unscented variants. It claims to offer products with ingredients “customers can pronounce”.

The company recently received US$500,000 from Azure Capital Partners.

Bill Brace, P&G’s Vice President of North American Personal Care, said: “Native is a great strategic match for P&G, building on our leadership in the deodorants category and broadening our portfolio to reach consumers who prefer to avoid certain ingredients such as parabens and aluminium.”

Despite launching less than three years ago, Native claims to have built an impressive online retail following that serves more than a million customers.

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