Zenlen Inc. dba Native Cosmetics has been acquired by Procter & Gamble Co.

Zenlen Inc. dba Native Cosmetics, a rapidly-growing direct-to-consumer deodorant brand, has been acquired by Procter & Gamble (P&G) (NYSE: PG). The acquisition will allow P&G to broaden its existing portfolio of personal care brands, which already includes Secret, Old Spice and Gillette, and capitalize on the direct-to-consumer and better-for-you positioning of the Native brand. Financial details have not been disclosed.

Founded in 2015, Native Cosmetics manufactures safe, effective and non-toxic personal care products that consumers use every day. The company has emerged as one of the fastest-growing independent pure-play brands and the leading direct-to-consumer brand in the US$3.2 billion deodorant market. Through its direct-to-consumer business model, dedication to ingredient transparency and focus on product quality, Native Cosmetics has built strong consumer demand and trust with a customer base of more than one million product users since inception. Founder and CEO Moiz Ali will continue to lead Native Cosmetics and the brand direction from its San Francisco headquarters.

P&G provides branded consumer packaged goods to consumers in the USA, Canada, Puerto Rico, Europe, Asia Pacific, Greater China, Latin America, India, the Middle East and Africa. The company’s beauty segment offers hair care products and skin and personal care products, such as antiperspirant and deodorant, personal cleansing and skin care products. P&G’s grooming segment provides shave care products comprising female and male blades and razors, as well as pre- and post-shave products. Its healthcare segment offers toothbrushes, toothpastes and other oral care products. The fabric and home care segment provides fabric enhancers, laundry additives and laundry detergents, and its baby, feminine and family care segment offers baby wipes, diapers and feminine care products. P&G’s brands include Head & Shoulders, Pantene, Rejoice, Olay, Old Spice, Safeguard, Braun, Fusion, Gillette, Mach3, Prestobarba, Venus, Crest, Oral-B, Prilosec,Vicks, Ariel, Downy, Gain, Tide, Cascade, Dawn, Febreze and Mr. Clean.

Oaklins’ team in Los Angeles advised the seller in this transaction.