Who owns Native?
Native is owned by Procter & Gamble (the United States, NYSE: PG), which has owned the brand since 15 November 2017.[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
- Owned since
- Owner HQ
- 🇺🇸 United States, Cincinnati, Ohio
- Origin
- 🇺🇸 United States
- Founded
- 2015
- Category
- Personal care & beauty › Deodorants, shaving & grooming › Deodorant & antiperspirant
- Parent ticker
- NYSE: PG
- Trademark registrant
- Zenlen, Inc. (USPTO)
- Last verified
- · 2 sources
About Native
Native makes aluminium-free deodorant, founded in 2015 and sold directly to consumers online before entering retail. Procter & Gamble acquired the business in 2017 for around $100 million, an unusually small purchase for the company and one made to learn how direct-to-consumer brands operate.
How often Procter & Gamble names Native 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 Native
The USPTO record for the Native mark lists Zenlen, Inc. as the owner of record (serial number 88053415). A trademark is often held by a group company rather than the listed parent, so the registrant's name can differ from the owner named above.[2]
Ownership timeline of Native
- 2017 – present Procter & Gamble [1] verified
Where Native 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 deodorant & antiperspirant, and who owns them
The 14 brands in deodorant & antiperspirant on Brandtree belong to 8 owners. The largest is Unilever, with 5; Procter & Gamble has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Axe | Unilever | 🇬🇧 United Kingdom |
| Lume | Mammoth Brands | 🇺🇸 United States |
| Impact | ACI Limited | 🇧🇩 Bangladesh |
| Speed Stick | Colgate-Palmolive | 🇺🇸 United States |
| Exit | Osotspa | 🇹🇭 Thailand |
| Mitchum | Revlon | 🇺🇸 United States |
| Banho a Banho | Ypê | 🇧🇷 Brazil |
| Degree | Unilever | 🇬🇧 United Kingdom |
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 →
🇺🇸 Native 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; Native is not one of them.
Frequently asked questions
Who is the parent company of Native?
The parent company of Native is Procter & Gamble, a publicly listed company headquartered in the United States.
Is Native American?
Yes. Native originated in the United States in 2015 and its owner, Procter & Gamble, is also headquartered in the United States.
Since when has Procter & Gamble owned Native?
Procter & Gamble has owned Native since 15 November 2017.
Is Native still owned by Procter & Gamble?
Yes. As of 25 September 2026, Native 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: NATIVE, serial 88053415, registration 5691499 — United States Patent and Trademark Office, Trademark registry; retrieved 25 September 2026.
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