P&G agrees $3.8 billion deal to acquire supplements brand Thorne

Procter & Gamble has agreed to acquire science-driven wellness company Thorne for $3.8 billion in cash, expanding its Health Care portfolio with a premium supplements brand serving both consumers and health care practitioners.

P&G announced its intention to acquire Thorne on 4 August, while Thorne confirmed that it had entered into a definitive agreement with the consumer goods group. P&G CEO Shailesh Jejurikar disclosed the cash purchase price to CNBC.

P&G will acquire Thorne from private equity firm L Catterton’s Flagship Fund. The transaction remains subject to regulatory approval and other customary closing conditions, with completion expected later in 2026.

“This is an important step for P&G's Personal Health Care business,” said Paul Gama, CEO of P&G Health Care. “Consumer interest in self-care, prevention, wellness, and personalized health continues to grow, and Thorne strengthens our position in premium wellness with a trusted, science-backed brand that complements our existing portfolio.”

Founded in 1984, Thorne produces nutritional supplements and personalised health tools, including Taia, its AI-powered wellness adviser. The company develops its formulas through clinical research and the work of its in-house scientific team, while operating its own manufacturing facility in South Carolina.

Thorne says its products are recommended by tens of thousands of health care practitioners and used by more than seven million consumers.

The business has grown rapidly under L Catterton, which took Thorne private in 2023 in a $680 million transaction. Revenue increased from $229 million in 2022 to more than $500 million in 2025, according to company information and filings reported by CNBC. Thorne is on track to generate $650 million in annual revenue during 2026.

Approximately 60% of its revenue comes from consumers under the age of 40, reflecting growing interest in products associated with sleep, energy, exercise performance and broader proactive health. Around half of Thorne’s direct-to-consumer shoppers under 40 are subscribers, according to CEO Colin Watts.

Thorne will join a P&G Health Care portfolio that includes Metamucil, Align Probiotic, New Chapter, Oral-B and Vicks. Its relationships with health care practitioners and its direct-to-consumer business will strengthen P&G’s position in premium wellness alongside its established mass-market health brands.