Who owns Luvs?
Luvs 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
- 1976
- Category
- Personal care & beauty › Tissue & paper hygiene › Diapers & baby wipes
- Parent ticker
- NYSE: PG
- Trademark registrant
- PROCTER & GAMBLE COMPANY, THE (USPTO)
- Last verified
- · 2 sources
About Luvs
Luvs is Procter & Gamble's value nappy brand in North America, launched in 1976 and priced below Pampers. Its advertising is aimed explicitly at second-time parents, on the argument that experience makes people less anxious about brand choice. Running two nappy brands at different prices lets the company hold shelf space against store-brand competition.
How often Procter & Gamble names Luvs 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 Luvs
The USPTO record for the Luvs mark lists PROCTER & GAMBLE COMPANY, THE as the owner of record (serial number 73056591). That name matches the owner named above.[2]
Ownership timeline of Luvs
- Current owner Procter & Gamble [1] verified
Where Luvs 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
- Always (1983)
- Bounty (1965)
- Braun (1921)
- Charmin (1928)
- Crest (1955)
- Gillette (1901)
- Head & Shoulders (1961)
- Herbal Essences (1971)
- Ivory (1879)
- Native (2015)
- Olay (1952)
- Old Spice (1937)
- Oral-B (1950)
- Pampers (1961)
- Pantene (1945)
- Puffs (1960)
- Safeguard (1963)
- Secret (1956)
Founded in the 1970s
Other brands in diapers & baby wipes, and who owns them
The 26 brands in diapers & baby wipes on Brandtree belong to 19 owners. The largest is Kimberly-Clark, with 3; Procter & Gamble has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| GoodNites | Kimberly-Clark | 🇺🇸 United States |
| BBTips | CMPC | 🇨🇱 Chile |
| Barlie | Golrang Industrial Group | 🇮🇷 Iran |
| Anerle | Hengan | 🇨🇳 China |
| MamyPoko | Unicharm | 🇯🇵 Japan |
| Savlon Twinkle | ACI Limited | 🇧🇩 Bangladesh |
| Pee&Poo | Artsana | 🇮🇹 Italy |
| Gental Care | Bidco Africa | 🇰🇪 Kenya |
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 →
🇺🇸 Luvs 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; Luvs is not one of them.
Frequently asked questions
Who is the parent company of Luvs?
The parent company of Luvs is Procter & Gamble, a publicly listed company headquartered in the United States.
Is Luvs American?
Yes. Luvs originated in the United States in 1976 and its owner, Procter & Gamble, is also headquartered in the United States.
Is Luvs still owned by Procter & Gamble?
Yes. As of 25 September 2026, Luvs 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: LUVS, serial 73056591, registration 1060347 — United States Patent and Trademark Office, Trademark registry; retrieved 25 September 2026.
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