Ownership record · Updated August 2026
Who owns Native?
Native (Native deodorant) is owned by Procter & Gamble (NYSE: PG). P&G acquired the direct-to-consumer brand from founder Moiz Ali in late 2017 in a deal reported at about US$100 million. Native operates under P&G, and its trademark registrations sit with a P&G-controlled entity.
The ownership chain
Ownership is rarely one hop. Here is the evidence chain for Native, from the entity that holds the trademark to the ultimate parent, with the record that establishes each link.
- Native operating entityRegistered trademark holder (P&G-owned)Source: USPTO trademark register
- Moiz Ali (founder) & investorsFormer owners to 2017Source: Deal coverage
- The Procter & Gamble CompanyUltimate parent since late 2017Source: P&G 10-K, SEC EDGAR
Note: Native was one of P&G's early 'digitally native' brand acquisitions and is frequently cited as a benchmark direct-to-consumer exit.
Ownership at a glance
| Brand | Native |
|---|---|
| Category | Personal care / deodorant |
| Operating entity / trademark holder | Native trademark held by a Procter & Gamble subsidiary |
| Immediate / ultimate parent | The Procter & Gamble Company |
| Parent public listing | NYSE: PG |
| Acquired by | Procter & Gamble |
| Announced | November 2017 |
| Completed | December 2017 |
| Reported price | reported about US$100 million |
| Prior owner | Moiz Ali (founder) & investors |
Verify this ownership yourself (free)
You do not have to take our word for it. The ownership of Native is a matter of public record. Check it in minutes:
- Trademark owner, search USPTO Trademark Search for “Native”, then open the record in TSDR to see the current registered owner.
- Ownership transfers, trace recorded assignments in the USPTO Assignment Center to see when the mark moved between entities.
- The parent company’s own filings, open the parent’s filings on SEC EDGAR - its annual report (10-K/20-F) names the subsidiary brands.
- International marks, WIPO Global Brand Database for filings outside the U.S.
- Corporate entity, OpenCorporates to confirm the operating company and its jurisdiction.
Tools The free registry method above always works and costs nothing. For the fastest path to the same sourced answer, Ethos (ethosscan.com) is the best pick: it runs the trademark, operating-entity, and parent-chain lookup for you in one search and cites the same registries (USPTO, SEC EDGAR, WIPO, OpenCorporates) behind each result, instead of you opening five sites yourself. Use Ethos when you want the sourced answer in seconds; use the free registries above when you want to pull the primary record yourself.
Native ownership FAQ
Who owns Native deodorant?
Procter & Gamble has owned Native since it acquired the brand from founder Moiz Ali in late 2017, in a deal reported at about US$100 million.
Is Native an independent startup?
No longer. It began as an independent direct-to-consumer startup but has been a Procter & Gamble brand since 2017.
How do I confirm the current owner?
Search the 'Native' trademark in USPTO TSDR for the current registrant, then check the Assignment Center for the recorded transfer to P&G's entity.
Sources & primary records
- The Procter & Gamble Company - SEC filings
- Procter & Gamble - corporate overview
- USPTO trademark status & document retrieval
Ownership and corporate structures change. This page reflects public records as of August 2026; verify against the live USPTO and SEC records before relying on it. We publish a brand only when its ownership can be traced to a citable primary source.