Company News

P&G Buys Natural Deodorant Start-Up

Seasonal scents, free-from formulation are upscale brand's hallmarks.

Procter & Gamble has acquired natural deodorant start-up Native.
 
The San Francisco-based company sells deodorants for men and women that are free of alumimm, parabens, talc and phthalates at a price point much higher than mass market competitors; individual deodorants are $12 each while a sample pack of three deodorants is $30 on the brand’s website. The firm touts seasonal offerings like pumpkin spice latte in addition permanent scents that include Lavendar & Rose, best-selling Coconut & Vanilla and unscented.

The Native deal comes just weeks after the company faced a proxy fight led by Nelson Peltz andd Trian Partners, as previously reported by Happi.

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