P&G Drops $3.8 Billion on Thorne, Signaling a New Era in Supplements

Procter & Gamble (P&G) has made a massive splash in the supplement market by acquiring Thorne, a private equity firm's prized asset, for $3.8 billion in cash.

This acquisition is significant because it marks a three-year turnaround for L Catterton, which purchased Thorne for $680 million back in 2023.

The value of Thorne has skyrocketed due to its focus on clinical-grade vitamins and its direct-to-consumer subscription models, which appeal to health-conscious demographics under forty.

P&G's CEO Shailesh Jejurikar acknowledged the steep multiple but expressed excitement about the asset, citing the brand's trust with doctors, chiropractors, and professional sports teams as a major advantage.