Native Deodorant acquired by Procter & Gamble
Procter & Gamble agreed to acquire Native Deodorant, a US personal care; deodorant brand, on Nov 15, 2017.
Transaction summary
- Target
- Native Deodorant
- Acquirer
- Procter & Gamble
- Seller
- -
- Announced
- 2017-11-15
- Geography
- United States
- Tags
- ConsumerDeodorantPersonal Care
- Type
- Acquisition
- Deal type
- Control
- Stake acquired
- -
- First added
- 2026-10-04
- Latest update
- 2026-10-04
Value and multiples
100% enterprise value
USD 100M
100% enterprise value | USD
Basis: Estimated
Reported price is assumed to be 100% EV unless stated otherwise. Partial-stake estimates are qualified in the basis notes.
EV / revenue
-
Period not stated
Basis: FundComb estimate
EV / EBITDA
-
EBITDA basis not stated
Basis: FundComb estimate
Amounts paid and other reported values
Original reported amounts and bases; a stake payment is distinct from the estimated whole-company valuation.
Consideration: USD 100M
TechCrunch reported a $100 million cash sale.
Basis
- USD 100m enterprise value is a FundComb estimate. Public sources reviewed confirm the transaction, but do not independently disclose every valuation input.
- Valuation covers 100% of the target; the amount invested or paid for a stake is separate.
- The reported $100 million cash purchase price is treated as estimated whole-company enterprise value under FCR-211; no debt or cash bridge is reported. Exact stake and closing date are not established. A founder interview reported $1 million in net profit in the month before the sale; this is not EBITDA. The same interview described Native as reaching $100 million in revenue in two years, but does not give a clear transaction-period revenue figure, so revenue and multiples are omitted. No multiple calculated. A founder interview reports $1 million in net profit in the month before the sale. Net profit is not EBITDA; no supported deal-period revenue or EBITDA denominator.
Source summary
Procter & Gamble just bought this venture-backed deodorant startup for $100 million cash
Confirmeda San Francisco-based natural deodorant brand, just sold to Procter & Gamble for $100 million cash.
Open sourceNative Deodorant Founder on Scaling to $100 Million in 2 Years
ConfirmedThe month before we sold the business, we were doing $1 million in net profit.
Open source