Who owns Always?
Always is owned by Procter & Gamble (the United States, NYSE: PG).[1]
Evidence: The Procter & Gamble Company Form 10-K for fiscal 2026, note 15 - subsequent events, SEC EDGAR. Verified from filings; last checked .
Key facts
- Current owner
- The Procter & Gamble Company verified
- Owner HQ
- 🇺🇸 United States, Cincinnati, Ohio
- Origin
- 🇺🇸 United States
- Founded
- 1983
- Category
- Personal care & beauty › Feminine care & incontinence › Feminine care
- Parent ticker
- NYSE: PG
- Trademark registrant
- The Procter & Gamble Company (USPTO)
- Last verified
- · 2 sources
About Always
Always is Procter & Gamble's feminine care brand, launched in 1983 with an adhesive-backed pad design. It is sold as Whisper across much of Asia, Orkid in Turkey and Evax in Spain. Its Like a Girl advertising campaign from 2014 became one of the most widely discussed pieces of consumer advertising of the decade.
What Procter & Gamble's annual report says about Always
Sentences about Always from Procter & Gamble's latest annual filing[1], copied word for word.
We compete in the menstrual care sub-category primarily behind our Always and Tampax brands with nearly 35% global market share.
We also compete in the adult incontinence sub-category behind Always Discreet, with over 15% market share in the markets in which we compete.
How often Procter & Gamble names Always in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central.
Trademark record for Always
The USPTO record for the Always mark lists The Procter & Gamble Company as the owner of record (serial number 85915056). That name matches the owner named above.[2]
Ownership timeline of Always
- Current owner Procter & Gamble [1] verified
Where Always sits in Procter & Gamble
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Procter & Gamble ownership tree →
See the full Procter & Gamble brand portfolio (38) →
Other brands owned by Procter & Gamble
Procter & Gamble controls 38 brands on Brandtree, 23 of them in personal care & beauty.
Also in personal care & beauty
Other brands in feminine care, and who owns them
Procter & Gamble has more brands in feminine care on Brandtree than any other owner: 3 of 25.
| Brand | Owner | Owner based in |
|---|---|---|
| Carefree | Kenvue | 🇺🇸 United States |
| Kotex | Kimberly-Clark | 🇺🇸 United States |
| Absolute | Kino Indonesia | 🇮🇩 Indonesia |
| Femina | Square Toiletries | 🇧🇩 Bangladesh |
| Savlon Freedom | ACI Limited | 🇧🇩 Bangladesh |
| Chilly | Bolton Group | 🇮🇹 Italy |
| Mia | CMPC | 🇨🇱 Chile |
| elis | Daio Paper | 🇯🇵 Japan |
About the owner: Procter & Gamble
Procter & Gamble is a publicly listed company headquartered in Cincinnati, Ohio, United States, founded in 1837. Brandtree records 38 brands under its control, and it is listed as NYSE: PG.
Procter & Gamble was founded in Cincinnati in 1837 by a candle maker and a soap maker who had married sisters. It deliberately narrowed to around 65 brands in the mid-2010s, selling roughly a hundred others, and now reports through fabric and home care, baby and feminine care, beauty, health care and grooming.
Procter & Gamble: full profile, brands and acquisition history →
🇺🇸 Always and other American brands
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Always is not one of them.
Frequently asked questions
Who is the parent company of Always?
The parent company of Always is Procter & Gamble, a publicly listed company headquartered in the United States.
Is Always American?
Yes. Always originated in the United States in 1983 and its owner, Procter & Gamble, is also headquartered in the United States.
Is Always still owned by Procter & Gamble?
Yes. As of 8 October 2026, Always is still owned by Procter & Gamble. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] The Procter & Gamble Company Form 10-K for fiscal 2026, note 15 - subsequent events — SEC EDGAR, SEC Form 10-K; retrieved 16 September 2026.
- [2] USPTO: ALWAYS, serial 85915056, registration 4458269 — United States Patent and Trademark Office, Trademark registry; retrieved 25 September 2026.
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