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Procter & Gamble to buy supplement brand Thorne

Procter & Gamble to buy supplement brand Thorne

L Catterton said the all-cash sale is expected to close in the fourth quarter of 2026 after accelerating growth at the wellness brand.

Fact Check
Three independent authoritative business outlets—CNBC, Reuters, and WSJ—all report the identical core fact: P&G is acquiring supplement brand Thorne for $3.8 billion to expand its health/wellness portfolio. CNBC and WSJ attribute the announcement directly to P&G CEO Shailesh Jejurikar's on-air statement on CNBC's 'Squawk on the Street,' and Reuters corroborates the same $3.8 billion figure and seller (L Catterton). The claim's framing about competing consumer groups (Unilever, Nestle) and rising demand for preventive self-care matches the reporting.
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Summary

Procter & Gamble is set to buy supplement brand Thorne from L Catterton for $3.8 billion in cash under a definitive agreement expected to close in the fourth quarter of 2026, extending P&G's push into wellness as it looks to revive its weaker healthcare segment. CEO Shailesh Jejurikar said on CNBC that P&G was "really happy with the asset itself," and P&G shares rose as much as 1.2% after the announcement. L Catterton invested in Thorne in October 2023 and said it helped recruit leadership, expand marketing and commercial reach, invest in science and R&D, strengthen manufacturing and quality systems, and build technology and data infrastructure, including a proprietary AI wellness advisor. Founded in 1984, Thorne went public in 2021 at a valuation of about $525 million before L Catterton took it private in a $680 million deal in 2023; the agreed sale values the company at more than five times that level. Thorne surpassed $500 million in annual revenue in 2025 and is projected to reach $650 million in 2026, giving P&G a faster-growing supplements brand alongside Metamucil, Align Probiotic and New Chapter.

Terms & Concepts
  • definitive agreement: A binding merger or acquisition contract that sets out the final terms of a transaction before closing.
  • all-cash sale: A takeover in which the buyer pays entirely in cash rather than using stock as consideration.
  • proprietary AI wellness advisor: An in-house artificial intelligence tool designed to guide users through health and wellness information or product choices.