# Procter & Gamble to acquire Thorne for $3.8 billion Consumer goods giant aims to expand in health and wellness market - **Source:** [US Top News and Analysis](https://brifing.si/source/635540e9-943e-450d-ae52-ae0bfe3b67eb) - **Published:** 2026-08-04 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/116b7a6b-6fbc-4f12-bb24-d3026b7f1b3f ## Major acquisition deal Procter & Gamble is purchasing supplement brand Thorne for $3.8 billion. CEO Shailesh Jejurikar told CNBC the deal will be announced on Tuesday. This move is part of P&G's strategy to grow its health and wellness division. The company already owns health brands like Vick's and Oral-B in its portfolio. ## Thorne's rise Founded in 1984, Thorne went public in late 2021 with a $525 million valuation. It was taken private by L Catterton in 2023 for $680 million. The brand surpassed $500 million in annual revenue by 2025. CEO Colin Watts told CNBC earlier this year the brand had potential to become billion-dollar business in coming years. ## Young consumer appeal Most of Thorne's revenue comes from consumers under 40. The brand has seen significant growth in direct-to-consumer sales recently. This demographic trend aligns with P&G's strategy to reach younger consumers. The acquisition could help reduce P&G's reliance on traditional retail channels. ## Market reaction P&G shares rose less than 1% in Tuesday morning trading following the announcement. This muted response suggests investors are cautious about the deal's impact. However, the health sector investment is expected to contribute to P&G's long-term growth in the evolving wellness market. ## Growing wellness market The global health and wellness market is projected to reach $1.5 trillion by 2027. P&G's move is part of its strategy to capitalize on increasing consumer interest in healthy living products. The company aims to balance slow growth in traditional segments with high-potential wellness offerings. ## Thorne's operational success P&G CEO Jejurikar described Thorne as a 'well-run operation.' The brand's long history and proven growth performance influenced the acquisition decision. Thorne's direct-to-consumer success complements P&G's digital transformation goals. This deal could strengthen P&G's e-commerce capabilities significantly. ## Industry consolidation The consumer health sector has seen increasing strategic acquisitions by major companies in recent years. P&G's move strengthens its position against competitors like Unilever and Nestlé pursuing similar strategies. Analysts predict niche but fast-growing brands will remain prime targets in this consolidation wave. ## Strategic transformation This acquisition represents a key step in P&G's strategy to shift toward higher-growth potential areas beyond core consumer goods. Through Thorne's expertise and customer base, P&G could establish stronger position in premium health products market. The deal will likely play critical role in P&G's decade-long growth roadmap. ## Sources covering this story - https://www.cnbc.com/2026/08/04/procter-gamble-will-acquire-supplements-brand-thorne.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._