Procter & Gamble Bought Thorne for $3.8 Billion
The consumer giant acquired the supplement brand to scale its presence in the premium wellness market.
Updated on Sept. 29, 2026 in Healthcare
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Procter & Gamble finalized the $3.8 billion acquisition of supplement brand Thorne in August 2026. This move expands P&G's Personal Health Care division into the premium wellness category, leveraging Thorne's recent growth.
Why it matters
The acquisition allows P&G to capture a higher-margin demographic following Thorne's 63% surge in direct-to-consumer sales in 2025. It reflects a strategic push by established health conglomerates to secure market share in specialized, high-growth wellness segments.
Procter & Gamble paid $3.8 billion for Thorne, a company founded in 1984 that recently surpassed $500 million in annual revenue. The brand saw direct-to-consumer sales grow 63% in 2025.
The players
Procter & Gamble
A multinational consumer goods corporation that manufactures a diverse range of personal health, hygiene, and household products.
Thorne
A premium health and supplement company that sells direct-to-consumer products with a focus on scientific research.
Mary Beech
The Chief Growth Officer at Thorne who oversees the company's expansion and marketing strategy.
Redscout
A research agency that provides consumer insights and digital engagement strategy for brands.
The details
Thorne achieved its scale through significant investment in consumer research, utilizing digital diaries and quantitative studies conducted by Redscout. The brand's operational pivot toward the middle of the marketing funnel and its planned 2027 partnerships with the Unrivaled league and the Miami Open suggest P&G intends to maintain Thorne's premium positioning rather than mass-market it.
Timeline
1984: Thorne was founded.
August 2024: Mary Beech joined as Chief Growth Officer.
2025: Thorne recorded 63% direct-to-consumer sales growth.
January 2026: Thorne debuted the 'Now I Know' campaign.
August 2026: Procter & Gamble acquired Thorne.
Market Landscape
This deal follows the established industry trend of FMCG giants acquiring high-growth, premium wellness brands to diversify their portfolios. It marks a significant consolidation step by Procter & Gamble to compete directly with specialized wellness entities.
Operators in the wellness space should monitor how P&G leverages Thorne’s 2027 sponsorship of the Miami Open to inform their own event-based marketing strategies. Pay close attention to how Thorne manages its premium brand platform post-acquisition as a signal for future price-tiering.
The takeaway
The acquisition underscores the premium segment's profitability and the value of rigorous data-driven consumer research in scaling niche wellness brands. Track Thorne’s mid-funnel marketing shifts in 2027 as a potential template for premium product customer acquisition.
Further reading
For more on industry consolidation in the wellness sector, visit the Healthcare section.
Source note: This article includes information reported by Marketing Dive.
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