P&G purchases deodorant brand Native

Procter & Gamble (P&G) has acquired natural deodorant brand Native.

The new product will add to P&G’s portfolio of Secret, Old Spice, and Gillette brands.

The deal is expected to help the firm offer products with only natural extracts, reported CNBC.

Free from parabens and aluminum, Native deodorants are said to contain natural ingredients such as shea butter, bees wax, jojoba oil, baking soda, vitamin E, and probiotics.

P&G North American personal care vice-president Bill Brace was quoted by Bizjournals.com as saying: “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 have preferences to avoid certain ingredients such as parabens and aluminum.”

Native develops products for both men and women, providing options for sensitive skin.

The products are claimed to absorb moisture and acidophilus, as well as remove fungi, yeast, and bacteria that cause odour.

Native founder and CEO Moiz Ali will continue to lead the brand. He was quoted as saying: “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.”