Cosmetics Deals In Brief: P&G Acquires Natural Deodorant; Shiseido Sells ReVive Skin Care; More

Procter & Gamble Co., which markets Gillette, Old Spice and Secret deodorants and antiperspirants, announces the acquisition of direct-to-consumer brand Native, whose deodorant "isn't a chemistry experiment." According to the Cincinnati-based consumer goods juggernaut, Native is one of the fastest-growing deodorant names in North America and a "great strategic match" for P&G, providing access to "consumers who have preferences to avoid certain ingredients." Native touts its men's and women's offerings as aluminum-, talc- and paraben-free and makes direct comparisons against Secret, as well as Unilever's Degree and Axe brands, on its website. The San Francisco-based startup, launched in 2015, emphasizes its "comprehensible" ingredients, such as baking soda to neutralize odors, arrowroot powder to absorb moisture and acidophilus (bacteria naturally found in the gut) to eliminate odor-causing fungi, yeast and bacteria. Founder Moiz Ali, who will continue to serve as CEO, states, “I’ve long admired P&G’s commitment to product innovation and obsession with customer happiness, and I’m excited to leverage their expertise as we continue to grow Native.” Terms of the deal were not disclosed, but reports put it at $100m.