Ownership Expose

Who Really Owns Native Deodorant?

Native deodorant is owned by Procter & Gamble. They bought it in November 2017 for $100 million in cash.

From founding to acquisition in just 2.5 years. The fastest flip in natural personal care history.

The Ownership Timeline

2015

Founded by Moiz Ali

Moiz Ali launches Native as a direct-to-consumer natural deodorant brand, bootstrapped from his San Francisco apartment. The pitch: aluminum-free deodorant that actually works, with simple ingredients and a subscription model.

2016–2017

Rapid DTC Growth

Native hits millions in revenue through Facebook ads and word-of-mouth. The brand becomes one of the fastest-growing DTC personal care companies, proving there is massive demand for natural deodorant that performs.

November 2017

Acquired by Procter & Gamble for $100 Million

Just 2.5 years after founding, Native is acquired by Procter & Gamble for $100 million in cash. P&G — the company behind Tide, Gillette, Old Spice, Febreze, and dozens of other conventional brands — now owns Native entirely.

2018–Present

Expansion Under P&G Ownership

Under P&G, Native expands into body wash, toothpaste, sunscreen, and hair care. Distribution moves from DTC-only to Target, Walmart, CVS, and grocery stores nationwide. The brand is now a mass-market product managed by the largest consumer goods company in the world.

What This Means for You

When you buy Native, your money goes to Procter & Gamble — the same company that makes Tide, Gillette, Old Spice, Head & Shoulders, Febreze, and Gain. P&G is the largest consumer goods company in the world, with $84 billion in annual revenue.

Native went from founding to acquisition in just 2.5 years. Moiz Ali built the brand, proved the market existed, and sold it before most startups have finished their Series A. That's not inherently wrong — but it means the brand was designed to be sold, not to remain independent.

Under P&G, Native has expanded rapidly into body wash, toothpaste, sunscreen, and hair care. The formula hasn't changed dramatically, but the decision-making has. P&G controls the ingredients, the sourcing, the manufacturing, and the marketing. The "indie" aesthetic remains. The indie reality doesn't.

Is Native still a decent product? Probably. Is it an independent brand making decisions based on ingredient purity rather than shareholder returns? No. It's a P&G brand with natural branding.

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