P&G Buys Native Deodorant

Proctor and Gamble announced that it has acquired Native, a direct-to-consumer deodorant brand for an undisclosed amount.

Native Deodorant is made in the U.S., is aluminum free and paraben-free for an alternative for consumers.

Native founder and CEO Moiz Ali will continue to run the retailer that launched in 2015, according to The Cincinnati Enquirer.

“I couldn’t be more excited about joining the Procter & Gamble family of brands,” Ali told the Enquirer. “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.”