Native deodorant has been part of Procter & Gamble for three years.
It's taken sales at physical retailers from nothing to 50% of its business under P&G's ownership.
While it still wants to expand at stores, Native's traditional online business took off during the pandemic.
If you've seen Native's pumpkin spice-scented deodorant or its collaboration with lifestyle brand Jungalow, you've seen Procter & Gamble's influence on the upstart personal care brand.
Working with P&G fragrance team, which creates scents used in a variety of the company's products, has been a highlight of Native's time at the company so far, said Meng Li, the brand's vice president of marketing. It's one area, along with supply chain management and expansion into brick-and-mortar stores, where P&G has been particularly useful to the brand over the past few years, Li said.