Procter & Gamble buys supplement brand Thorne for $3.8 billion in push to attract younger shoppers. The deal follows Unilever's Grüns purchase. PG shares edge up.
Procter & Gamble is buying supplement brand Thorne for $3.8 billion, Chief Executive Shailesh Jejurikar said on CNBC's "Squawk on the Street." The deal is set to be announced Tuesday and is aimed at expanding P&G's health and wellness business.
P&G already sells Metamucil and Align Probiotic, along with New Chapter vitamins, within a healthcare division that also includes Oral-B and Vicks. Thorne will slot into that division.
"We are really happy with the asset itself. It's a really well-run operation, and it's been around for a long time," Jejurikar told CNBC's Sara Eisen.
Thorne was founded in 1984 and went public in late 2021 at a $525 million valuation. Private-equity firm L Catterton took the company private in 2023 for $680 million. Thorne's annual revenue topped $500 million in 2025, according to the company. Thorne CEO Colin Watts told CNBC earlier this year that the brand could reach $1 billion in sales within a few years.
Most of Thorne's revenue comes from shoppers under 40. The brand has seen a surge in direct-to-consumer sales.
Vitamins and supplements have grown more popular as consumers use them to improve sleep and energy levels. The "Make America Healthy Again" movement, led by Health and Human Services Secretary Robert F. Kennedy Jr., has leaned into supplements. Kennedy has said he takes so many vitamins he cannot remember them all.
Unilever bought Grüns, a gummy supplement brand, earlier this year in a similar push into the category. Unilever's Alpha Score from AlphaScala is 58 out of 100, a Moderate label.
Thorne will be a relatively small part of P&G's portfolio. But the deal signals the company's aim to own premium brands that resonate with younger consumers. In P&G's latest quarter, shipment volume was flat, leading to revenue that missed expectations. Its health care segment was the worst performer by volume.
Shares of P&G traded up less than 1% in morning trading Tuesday. P&G carries an Alpha Score of 54, which AlphaScala rates as Mixed.
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