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How Native Kept Its Cool After Being Acquired by P&G, Going Brick-And-Mortar


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. ....

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