P&G Acquires Thorne for $3.8B Amid Growing Health and Wellness Market
Procter & Gamble acquired Thorne for $3.8 billion in November to expand its portfolio in the rapidly growing health and wellness space. Thorne, founded in 1984, surpassed $500 million in annual revenue and experienced 63% growth in direct-to-consumer sales in 2025.
The acquisition aims to strengthen P&G's position in premium wellness with a trusted brand that complements its existing portfolio. However, Thorne initially struggled to connect with consumers due to its focus on science-backed messaging, which was less important to customers than expected.
Chief Growth Officer Mary Beech acknowledged the issue and worked with Redscout to develop a consumer-first approach, resulting in the brand platform 'Thorne rewards curiosity with excellence.' This shift led to the 'Now I Know' campaign, launched in January by Project 3 Agency, which features NBA star Cade Cunningham and focuses on sports performance products.
The company will continue using this platform next year, ending with a second brand anthem focused on curiosity. In 2027, Thorne plans to educate consumers about its products through partnerships with the Unrivaled league and the Miami Open.