Native
- Company typePrivate
- Founded2015
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Native firmographics
Firmographics- Name
- Native
- Legal name
- Native
- Website
- https://nativecos.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Native industry classification
Industry- Product category
- Clean Personal Care
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Deodorants & Antiperspirants (CRADANAA)
- akta.pro secondary industries
- Natural/Eco All-Purpose Cleaners (CRAJAMAM), Fragrance-Free/Hypoallergenic All-Purpose Cleaners (CRAJAMAN)
Keywords
Where Native is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Native business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for deodorant, body wash, hair care, skincare, hand soap, and toothpaste products sold through nativecos.com and major retailers including Target, Walmart, and Amazon.
- Subscription (Subscribe & Save): Recurring subscription model offering 25% discount on all products, with customers able to customize frequency, scent, and product selection. Supports customer retention and predictable revenue.
- Bundle Sales: Pre-configured product bundles (Daily Essentials Set, Shower Essentials Trio) and build-your-own bundles offering 20% savings, driving higher average order value through cross-category purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Product Pricing |
| Subscription | Monthly | Subscription Pricing (Subscribe & Save) |
| Hybrid | Pay-as-you-go | Bundle Pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Native product offering
Product offeringCore offering
Native manufactures and sells clean personal care products including aluminum-free deodorants (stick, spray, whole body), body washes, body lotions, body scrubs, shampoos and conditioners, hand soaps, toothpaste, mineral sunscreens, and facial care products. Products are formulated without aluminum, parabens, sulfates, phthalates, or animal testing and feature proprietary hypoallergenic fragrances and naturally-derived ingredients across core lines and limited-edition collections.
Product overview
Native is a clean personal care brand owned by Procter & Gamble, offering aluminum-free deodorants (sticks, sprays, whole body), body washes (regular and moisturizing with shea butter), body lotions and creams, body scrubs, hair care products (shampoos and conditioners in multiple formulas including moisturizing, strengthening, volumizing, and scalp detox), hand soaps, toothpaste, mineral sunscreens (SPF 30), facial cleansers, facial moisturizers, and shave products. The brand features multiple product collections including the core deodorant and body care lines, the Sensitive Series sub-brand (hypoallergenic products for sensitive skin), and various limited-edition seasonal collections like Well-Crafted, Surf Club, Freshly Picked, Boba Cafe, and Global Flavors. Products are vegan, cruelty-free, and free from parabens, sulfates, and other specified additives. Available via direct-to-consumer subscription (25% off) and at major retailers including Target, Walmart, and Amazon.
Differentiator
Problem solved
Functional benefit
Brands
- Sensitive Series: A collection of hypoallergenic personal care products developed with allergists, biologists, and dermatologists, featuring naturally-derived ceramides and fragrances free from 81 known allergens.
- Well-Crafted
- Surf Club
- Freshly Picked
- Boba Cafe
- Global Flavors
Products and services
- Deodorant Stick Aluminum-free deodorant stick available in classic, sensitive, plastic-free, and whole body formulations providing all-day odor protection with naturally derived ingredients.
- Deodorant Spray Aluminum-free deodorant spray in 3.5oz format with multiple scents for all-day odor protection.
- Whole Body Deodorant Deodorant designed for full body odor protection beyond underarms, available in stick and spray formats with 72-hour odor protection.
- Body Wash Sulfate-free body wash with gentle formulas available in regular and moisturizing versions with real shea butter, offering 40+ scent options and 24-hour hydration.
Quantifiable outcome
- 150,000+ five-star reviews demonstrating customer satisfaction
- +3 more outcomes
Companies that use Native
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles5 records
Native technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Native partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Target CorporationcoreExclusive retail partnership for Global Flavors Collection featuring globally-inspired fragrances from Japan, Italy, Morocco, Brazil, and Turkey. Also carries Surf Club and Sensitive Series products.
- Walmart Inc.coreExclusive retail partnership for Boba Cafe Collection featuring boba tea-inspired scents across deodorant, body wash, lotion, hand soap, and hair care. Represents multicultural-inspired product strategy.
- American Academy of Allergy, Asthma and Immunology (AAAAI)minorConference presence at AAAAI 2026 Annual Meeting to introduce Sensitive Series line, leveraging medical credibility through expert collaboration and booth presence.
- P&G StudioscoreCo-production partnership for The Golden Pear Affair microsoap series, marking a new model for brand-led entertainment that modernizes P&G's historical connection to soap operas dating back to the 1930s.
- dentsu EntertainmentcoreStrategic partnership for microsoap production, combining Native brand storytelling with entertainment content across social platforms and thegoldenpearaffair.com.
- Pixie USAminorProduction company for The Golden Pear Affair microsoap series, handling creative production of the 55 short-form episodes.
Scale indicators7 records
Recent moves12 records
Expansion highlights6 records
Native competitors and assessment
Company assessmentDirect peers
- Schmidt's Naturals: Schmidt's is a natural deodorant and personal care brand now owned by Unilever, directly competing with Native in aluminum-free deodorant, bar soap, and natural body care. Both brands target the same health-conscious consumer with plant-based, certified natural formulations.
- Tom's of Maine: Tom's of Maine, owned by Colgate-Palmolive, is a pioneer natural personal care brand offering deodorant, toothpaste, body wash, and oral care. It is one of Native's most direct competitors in the clean/natural personal care space with overlapping retail distribution.
- Kopari Beauty: Kopari is a clean personal care DTC brand specializing in coconut oil-based deodorant, body care, and skincare. It competes head-to-head with Native in the aluminum-free deodorant category and the broader clean beauty segment through similar D2C and retail channels.
- Lume Deodorant: Lume is a DTC brand specializing in whole-body aluminum-free deodorant for underarms and beyond, directly overlapping Native's whole-body deodorant line. Both brands target the same clean-conscious consumer seeking effective natural odor protection.
- Each & Every: Each & Every is a clean personal care brand offering natural deodorant, body care, and skincare with essential-oil-based fragrances. It competes directly with Native on clean ingredient positioning, scent variety, and D2C + retail distribution.
- Dr. Squatch: Dr. Squatch is a men's natural personal care brand selling soap, deodorant, hair care, and body wash with bold branding and D2C-led growth. It directly competes with Native in men's deodorant and grooming, particularly against Native's men's grooming line referenced in their strategy.
Broad incumbents
- Old Spice: Old Spice is a P&G-owned mass-market men's deodorant and body wash brand, making it a fellow P&G stablemate rather than an external competitor. It competes with Native primarily in men's grooming but operates as a broad incumbent with vastly larger distribution and shelf share.
- Dove (Unilever): Dove is Unilever's mass-market personal care brand spanning deodorant, body wash, hair care, and skincare. Dove Men+Care competes directly with Native's men's grooming line, while Dove's broader portfolio overlaps with Native's body wash and skincare categories.
- Secret (P&G): Secret is a P&G-owned mass-market women's deodorant brand sharing corporate parentage with Native. It competes for shelf space and consumer dollars in the deodorant category and represents how P&G balances legacy aluminum-based brands with Native's natural positioning.
Emerging players
- Hello Products: Hello Products, owned by Colgate-Palmolive, is a natural oral care brand offering toothpaste, mouthwash, and breath care. It overlaps with Native's toothpaste line and competes in the same clean-ingredient, natural personal care category with D2C and mass-retail distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Native social profiles
Digital presenceNative compliance and trust
Trust signalCompliance1 record
Native financial estimates
Financial estimateRevenue estimate
Valuation estimate
Native leadership team
Management profileNumber of profiles
Profiles2 records
Native funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Native M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Native
What does Native do?
Native manufactures and sells clean personal care products including aluminum-free deodorants (stick, spray, whole body), body washes, body lotions, body scrubs, shampoos and conditioners, hand soaps, toothpaste, mineral sunscreens, and facial care products. Products are formulated without aluminum, parabens, sulfates, phthalates, or animal testing and feature proprietary hypoallergenic fragrances and naturally-derived ingredients across core lines and limited-edition collections.
Is Native a public or private company?
Native is a private company. It is classified as corporate owned and is currently operating.
When was Native founded?
Native was founded in 2015. It employs 11 to 50 people.
Where is Native based?
Native is headquartered in San Francisco, United States, in the North America region.
How does Native make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Subscribe & Save) and bundle Sales.
Who are Native's main competitors?
Direct peers on record are Schmidt's Naturals, Tom's of Maine, Kopari Beauty, Lume Deodorant, Each & Every and Dr. Squatch. Broad incumbents are Old Spice, Dove (Unilever) and Secret (P&G). Hello Products is listed as an emerging player.
Does Native have an API?
No public API is recorded for Native.
What industry is Native in?
Native's product category is Clean Personal Care. Its primary akta.pro industry code is CRADANAA, Deodorants & Antiperspirants, with a secondary code of CRAJAMAM, Natural/Eco All-Purpose Cleaners. Its NAICS code is 3256 and its SIC code is 2844.