What Procter & Gamble Ventures Studio does

Procter & Gamble Ventures Studio is P&G's internal corporate venture studio, operating as an innovation arm that creates new consumer brands in categories adjacent to or absent from P&G's core portfolio. Founded in 1997 and headquartered in Cincinnati, Ohio, the studio identifies unmet consumer needs and develops products into standalone brands, currently including Zevo (light-based pest control), Spruce (weed and grass control developed in partnership with The Ohio State University), Wonderbelly (free-from digestive relief, acquired January 2026), and Gemz (a water-activated haircare solution launched after 14 years of R&D). Underlying technologies include proprietary formulations and hardware designs such as blue and UV light insect-trap systems, with new brand development supported by P&G's broader R&D infrastructure.

The studio operates as a B2C consumer products business with revenue generated through unit-priced retail sales (e.g., Zevo Flying Insect Trap at $19.99) distributed primarily through major U.S. retailers, complemented by influencer-led and content marketing campaigns (including a partnership with Antoni Porowski), event-driven visibility through P&G's annual Signal Summit, and earned media placements. Its core customers are U.S. consumer households, and pain points addressed include chemical-free pest control, effective weed management, and digestive wellness. Strategic significance at the parent level is reflected in awards including Fortune's #1 Most Innovative Household Products Company (three consecutive years) and 28 consecutive years on Fortune's World's Most Admired Companies list.

As a wholly-owned corporate function rather than an independent venture-backed entity, the studio leverages P&G's distribution networks, capital base, and brand-building expertise to offset typical startup risk. Product launches have accelerated in 2025-2026, with the unit experimenting across personal care, health, lawn and garden, and pest control categories. Standalone revenue and headcount for the Ventures Studio are not separately disclosed; available data centers on product launches, marketing partnerships, and corporate transactions rather than unit-level financial performance.

Name

Procter & Gamble Ventures Studio

Legal name

The Procter & Gamble Company

Website

https://pgventuresstudio.com

Company type

Public

Founded year

1837

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Procter & Gamble Ventures Studio is P&G's internal corporate innovation arm that creates new consumer brands such as Zevo (pest control), Spruce (weed control), Wonderbelly (digestive health), and Gemz (haircare), serving U.S. consumer households through major retailers using proprietary technologies and P&G's distribution infrastructure.

Ownership category

akta.pro rank

Product category

Consumer Household Products

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442), Health and Personal Care Retailers (456)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Corporate Venture Studios & Incubators (Build/launch ventures) (FSANAHAC)

akta.pro secondary industries

Venture Studios / Company Builders (FSANAAAH), Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• Consumer goods innovation
• Household pest control
• Lawn care products
• Brand incubation studio
• Personal care products

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Marketing or Sales, Supply Chain, Personnel, Operations

Revenue model

1. Consumer Product Sales: P&G Ventures generates revenue through developing and selling consumer product brands directly to retail customers. Products are sold through major U.S. retailers and potentially other distribution channels. Revenue is generated through product sales at various price points (e.g., $19.99 for Zevo Flying Insect Trap).
2. New Brand Creation and Portfolio Expansion: P&G Ventures creates new brands in new spaces to expand P&G's consumer product portfolio. The studio builds brands like Zevo (pest control) and Spruce (weed control) from concept to market, contributing to P&G's integrated growth strategy.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

P&G Ventures Studio is the internal innovation arm of The Procter & Gamble Company that creates entirely new consumer brands and product categories through bold, consumer-first innovation. It identifies unmet everyday household needs and develops proprietary, science-backed products from concept to market, currently operating brands such as Zevo (light-based pest control), Spruce (weed and grass control), Wonderbelly (digestive relief), and Gemz (water-activated haircare).

Product overview

Procter & Gamble Ventures Studio operates as P&G's innovation arm focused on creating new brands and categories through bold, consumer-first innovation. The portfolio includes Zevo (pest control using light-based technology), Spruce (weed and grass control developed with Ohio State University), and other emerging brands. These ventures represent P&G's strategy of 'constructive disruption' to enter new market spaces. The offering follows a platform-plus-brand architecture where P&G Ventures identifies unmet consumer needs and develops specialized products to address them, distinct from P&G's core consumer goods portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Zevo: Pest control brand using blue and UV light technology for Flying Insect Trap products
• Spruce
• Wonderbelly

Products and services

• Zevo Flying Insect Trap A plug-in household pest control device that uses blue and UV light technology to attract and trap flying insects such as fruit flies, gnats, and house flies, providing a chemical-free solution for consumer households and sold at major U.S. retailers for $19.99.
• Spruce Weed & Grass Killer A consumer lawn and garden care product that controls weeds and grass, developed in partnership with The Ohio State University and positioned as a hardworking and worry-free solution for home outdoor use.
• Wonderbelly Digestive Relief A free-from digestive relief product line within P&G's Personal Health Care portfolio, offering effective over-the-counter digestive remedies formulated without certain ingredients for health-conscious consumers.
• Gemz Haircare

Quantifiable outcome

• P&G named America's #1 Most Innovative Household Products Company by Fortune for third consecutive year
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Antoni PorowskicoreGTM or Marketing Partner · 30 April 2026Zevo (a P&G Ventures brand) partnered with culinary expert and TV personality Antoni Porowski for a marketing campaign to promote Flying Insect Trap products ahead of spring and summer seasons. Porowski shares kitchen tips and pest control rules through social media, positioning Zevo's plug-in traps as solutions for common household pests like fruit flies, gnats, and house flies.

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Unilever Ventures: Unilever's corporate venture and innovation arm that launches and scales new consumer brands and minority investments in startups. Closest direct analogue to P&G Ventures' brand-building model within a major CPG parent.
• PepsiCo Lab / PepsiLabs: PepsiCo's internal innovation function that creates new products and incubates emerging brands within the food and beverage giant. Same corporate-venture-studio construct targeted at consumer CPG categories.
• SC Johnson Innovation: SC Johnson's innovation arm develops household products across pest control and cleaning categories - direct overlap with Zevo and other P&G Ventures household brands. Same multi-category CPG incubation model.
• Mars Edge: Mars' ventures and innovation unit that creates new brands in health, food, and nutrition. Functions as a corporate venture studio for new product categories under a global CPG parent.
• High Alpha: Independent venture studio that co-builds enterprise SaaS and consumer software companies. Comparable business model of building new companies from scratch, though focused more on tech than CPG.
• Idealab: One of the longest-running independent venture studios in the US that creates and launches new companies. Operates the same 'build new brands from zero' model as P&G Ventures without the corporate parent.
• Reckitt Innovation (Reckitt Benckiser): Reckitt's innovation function develops and acquires new consumer health and hygiene brands (e.g., Dettol, Lysol). Comparable corporate studio approach targeting household consumer categories.
• Cargill Innovation / Cargill Ventures: Cargill's venture and innovation arm builds new food and ingredient businesses internally. Same corporate-venture-studio mechanic operating inside a global consumer/ingredient parent.
• Kraft Heinz Ventures: Innovation and venture arm of Kraft Heinz that incubates new food brands and partners with startups. Direct category overlap in packaged CPG and same studio-build paradigm.
• Henkel dx Innovation Hub: Henkel's open innovation venture that collaborates on new consumer and adhesive technologies. Functions as a corporate studio for adjacent CPG and household categories where Zevo competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/PGVstudio
• YouTubeyoutube.com/channel/UCDzq6J0KoGCbps96JQuXWRg
• Facebookfacebook.com/proctergamble
• LinkedInlinkedin.com/company/procter-and-gamble
• Instagraminstagram.com/proctergamble

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Procter & Gamble Ventures Studio