What changed
P&G completed its $3.9 billion all-cash acquisition of Thorne
When
Announced August 4, 2026; closed October 1, 2026
Who it affects
Procter and Gamble, Thorne, seller L Catterton's Flagship Fund
What to do
Supplement brands: build trust, repeat buyers and organic rank

Key takeaways

  • P&G closed its $3.9 billion all-cash Thorne acquisition on October 1, 2026.
  • L Catterton took Thorne private for about $680 million in 2023, so value rose about 5.7 times.
  • Buyers pay for trust, repeat demand and organic rank, not just revenue.

Thorne from take-private to P&G

  1. Thorne founded

  2. L Catterton deal at $10.20 a share, about $680M

  3. DTC sales grow 63%, revenue passes $500M

  4. P&G deal announced

  5. P&G completes $3.9B all-cash deal

  6. Thorne results enter P&G's books

What happened with the P&G Thorne deal

Thorne announced on August 4, 2026, that it had signed a definitive agreement to be acquired by Procter and Gamble from L Catterton's Flagship Fund. The press release did not give a price; Marketing Dive and other outlets reported it at $3.8 billion at signing.

P&G's Form 10-Q for the quarter ended September 30, 2026, says the company completed the acquisition on October 1, 2026, for $3.9 billion in cash. Thorne joins P&G's Personal Health Care segment, sells mainly in North America, and its results will show up in P&G's books from the quarter ending December 31, 2026. P&G says the brand is not material to its overall results, which tells you how big P&G is, not how small Thorne is.

From $680 million to $3.9 billion in three years

Thorne was a public company, Thorne HealthTech, until 2023. NutraIngredients reported in September 2023 that L Catterton agreed to buy it at $10.20 per share in cash, a deal worth about $680 million, and the stock left the Nasdaq when it closed.

Marketing Dive reported in September 2026 that Thorne passed $500 million in annual revenue and that its direct to consumer sales grew 63% in 2025. So the business P&G bought was larger, faster growing and more consumer facing than the one L Catterton bought.

Why P&G paid up for a supplement brand

Founded in 1984, Thorne makes its own products at a facility in South Carolina and built its name with healthcare practitioners. The deal release says tens of thousands of healthcare professionals, thousands of pro athletes, more than 100 pro sports teams and over seven million consumers use it. P&G Health Care CEO Paul Gama said Thorne strengthens P&G's position in premium wellness.

On Amazon, the trust shows up as demand that does not need heavy ad spend. In SmartScout's August 2026 creatine data, which we covered in our Amazon creatine sales report, Thorne led the subcategory with 12.8% share, about $7.4 million a month and a $57 average price, while accounting for only 2.1% of the category's ad dollars.

  • Owned manufacturing and quality claims a big buyer can verify
  • A practitioner channel that acts as third party proof
  • Premium price points that hold on marketplaces
  • A direct to consumer channel growing fast before the sale

What this means for sellers and brands

Big strategic buyers pay for trust and repeat demand, not just revenue. In supplements, trust is also a compliance issue: Amazon requires testing and documentation for many dietary supplements, so a clean compliance record is part of what a buyer is paying for. Our Amazon dietary supplement policy guide covers what to keep on file.

Second, organic rank is an asset a buyer can value. A brand whose share rises without rising ad spend has real demand. Use Amazon Subscribe and Save to lock in repeat orders, protect listings with Amazon Brand Registry, and track what share of sales comes from paid versus organic traffic.

What a buyer checks in a supplement brand

  • Third party testing and compliance files
  • Organic versus paid sales share
  • Repeat and subscription buyers
  • Premium price that holds
  • Credible endorsers

What sellers should do

If you run a supplement or wellness brand and want to grow its value, focus on the numbers a buyer would check.

  • Keep third party test results and supplement compliance documents current
  • Track the share of revenue from ads versus organic each month
  • Grow repeat buyers with Subscribe and Save and a direct site
  • Build credible endorsers, such as practitioners or athletes, not just influencers
  • Hold premium pricing instead of chasing rank with deep coupons
  • Run a free Amazon audit to find wasted ad spend

Where PPC Spider helps

PPC Spider is an Amazon agency for consumer brands, with SpiderOS watching bids, budgets, search terms and stock every day and target ACoS set from product margin after fees. More brand and deal stories are on the ecommerce marketplace news channel.

Sources

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