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How Native Deodorant Built a $100M Brand

February 04, 2025

Hey,

At Ecomswap, we love sharing stories of businesses that grew big. This week, we’re talking about Native Deodorant, the brand that turned personal care into a DTC success story. By focusing on clean ingredients, direct-to-consumer sales, and influencer marketing, Native scaled rapidly and was acquired by Procter & Gamble for $100 million.

Let’s dive in 👇

🚀 From Bootstrapped Startup to $100M Exit
Native Deodorant started in 2015 when Moiz Ali saw an opportunity in the natural deodorant market. Consumers wanted aluminum-free options, but existing products lacked effectiveness. Ali built Native as a DTC-first brand, selling directly through its website with a focus on:

  • High-quality, natural ingredients

  • Strong branding and premium pricing

  • Customer-driven product development

💡 Lesson: A clear mission and direct customer feedback can fuel a brand’s growth.

🎯 Mastering the DTC Business Model
Native skipped traditional retail and focused on direct-to-consumer (DTC) sales through its website. This strategy helped them:

  • Keep full control over branding and pricing

  • Build customer loyalty through a subscription model

  • Optimize profit margins by cutting out middlemen

💡 Lesson: Selling directly to customers allows for better control, pricing, and marketing.

🔥 Marketing That Drove Explosive Growth
Native’s marketing strategy revolved around:

  • Paid Social Ads: Targeted Facebook & Instagram ads to attract health-conscious buyers

  • Influencer Partnerships: YouTube and Instagram creators promoting the brand

  • Referral Programs: Discounts for customers who referred friends

  • PR & Social Proof: Features in Forbes, GQ, and Business Insider built credibility

💡 Lesson: Combining paid ads with influencers and PR creates a powerful brand presence.

📈 Big Numbers, Big Success
Native’s rapid growth led to its acquisition by Procter & Gamble in 2017 for $100M in cash. After the acquisition:

  • Expanded into Target, Walmart, and Amazon

  • Launched new products like body wash and toothpaste

  • Maintained its DTC-first approach while leveraging P&G’s distribution

💡 Lesson: A strong DTC foundation can lead to massive retail expansion and acquisitions.

🌍 Challenges & Competition
Despite its success, Native faced key challenges:

  • Consumer Skepticism: Overcoming doubts about natural deodorants’ effectiveness

  • Market Competition: Competing with Schmidt’s, Tom’s of Maine, and Dove 0% Aluminum

  • Scaling Beyond DTC: Entering retail while maintaining strong branding

💡 Lesson: Brand trust and product innovation are essential in a competitive market.

🏆 What We Can Learn from Native Deodorant

  • Leverage DTC for rapid scaling – Direct relationships with customers drive loyalty.

  • Premium pricing works – Consumers will pay more for quality and brand trust.

  • Influencers & digital marketing are key – Native’s success was built on paid ads and social proof.

  • Acquisitions can be a smart exit strategy – Even a small, bootstrapped brand can attract major buyers.

Native Deodorant’s story proves that with the right product, branding, and marketing, a startup can become a multimillion-dollar business in just a few years.

What’s your biggest takeaway from Native’s success? Let us know—we’d love to hear your thoughts!

P.S. If you enjoyed this story, share it with someone who’s building their next big idea! 🚀

Best,
Ecomswap Team