Last checked Sep 18, 2026
Native (Native Deodorant / Native Cosmetics; nativecos.com)nativecos.comNative (Native Deodorant / Native Cosmetics; nativecos.com) is not currently listed as private-equity-owned.
Ownership & Acquisition History
Native is not private-equity-owned; it is owned and controlled by The Procter & Gamble Company (a publicly traded strategic buyer) following P&G’s 2017 acquisition.
Notes
- Multiple reputable sources report that Native (the personal care/deodorant brand) was acquired by The Procter & Gamble Company in November 2017, indicating control by a strategic public-company parent rather than a private equity sponsor.
- Founding details are supported by an interview with founder Moiz Ali stating Native launched in July 2015; additional sources describe Native as San Francisco-based.
- Logo URL is sourced from P&G’s official brand portfolio page asset link for Native.
Sources
- Procter & Gamble just bought this venture-backed deodorant startup for $100 million cash
TechCrunch - Confirms P&G acquisition (announced Nov 15, 2017) and describes Native as San Francisco-based.
- Superiority to Win with Consumers | P&G Annual Report 2022 (site page)
Procter & Gamble - States Native was acquired in 2017 (supports P&G ownership/control).
- Native Deodorant Founder on Scaling to $100 Million in 2 Years
Practical Ecommerce - Founder Moiz Ali states the business launched in July 2015 (supports founding year and founder).
- Our Brands (Native listing and logo asset link)
Procter & Gamble - Shows Native as a P&G brand and provides the linked Native logo image used for logoUrl.
- Zenlen Inc. dba Native Cosmetics has been acquired by Procter & Gamble Co. (Nov 2017)
Oaklins (deal summary) - Additional confirmation that Native Cosmetics was acquired by Procter & Gamble in November 2017.
- https://www.axios.com/2017/12/15/pg-paying-100-million-for-deodorant-startup-1513306952
Web search - Consulted by the research agent
- https://www.linkedin.com/posts/procter-and-gamble_we-acquired-native-six-years-ago-as-a-dtc-only-activity-7171114819071139840-hrIA
Web search - Consulted by the research agent
- https://www.bizjournals.com/sanfrancisco/news/2017/11/20/procter-gamble-acquires-san-francisco.html
Web search - Consulted by the research agent
- https://www.particl.com/company/native
Web search - Consulted by the research agent
- https://en.wikipedia.org/wiki/List_of_Procter_%26_Gamble_brands
Web search - Consulted by the research agent
- https://whoownsthatbrand.com/native
Web search - Consulted by the research agent
- https://www.cbinsights.com/company/native
Web search - Consulted by the research agent
Ownership FAQ
Is Native (Native Deodorant / Native Cosmetics; nativecos.com) owned by private equity?
No. Native (Native Deodorant / Native Cosmetics; nativecos.com) does not currently appear to be private-equity-owned.
Who owns Native (Native Deodorant / Native Cosmetics; nativecos.com)?
The Procter & Gamble Company (P&G) (public company; NYSE: PG)
When was Native (Native Deodorant / Native Cosmetics; nativecos.com) last checked?
This page was last checked on Sep 18, 2026.