Procter & Gamble just bought this venture-backed deodorant startup for $100 million cash

Procter & Gamble busy Native Deodorant for $100 million
By Katie Roof.

Native Deodorant, a San Francisco-based natural deodorant brand, just sold to Procter & Gamble for $100 million cash.

Native, which positioned itself as an online distributor of deodorant, had received just $500,000 from Azure Capital Partners. With more than a million customers since launching 2.5 years ago, Native was able to use profits from the business to reinvest in growth.

P&G already owns popular deodorant brand Secret, but must have felt that Native could be a leader amongst consumers who are conscious of ingredients. (There are some concerns that traditional deodorants may cause cancer.)

Read more at Techcrunch.

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