P&G Pays $3.8 Billion for Thorne's AI-Driven Supplement Empire

Procter & Gamble (P&G) has announced its acquisition of Thorne for $3.8 billion in cash, marking a significant move into the supplement industry.

The deal brings P&G ownership of one of the fastest-growing supplement brands, with annual revenue more than doubling from 2022 to 2025 and reaching over $500 million in 2025 alone.

The key driver behind Thorne's success is its proprietary AI wellness advisor, Taia, which has generated over 350,000 personalized product recommendations for users since its launch. This technology enables the brand to build a direct relationship with consumers, allowing P&G to access valuable data on customer preferences and purchasing habits.

P&G CEO Shailesh Jejurikar stated that the price paid was 'a good price for the growth rates they have,' indicating a focus on expanding into premium markets where consumers are willing to pay more for targeted health solutions. This contrasts with P&G's existing portfolio, which skews towards older buyers.