Supplements News & Analysis
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Market Mood
Procter & Gamble Acquires Thorne for $3.8 Billion
Procter & Gamble (PG) is acquiring supplement brand Thorne for $3.8 billion, as announced by CEO Shailesh Jejurikar. The acquisition aims to enhance P&G's health and wellness division, which already includes several other supplement brands. Thorne, founded in 1984, went public in 2021 at a valuation of $525 million, and became private again in 2023 for $680 million. P&G aims to cater to younger consumers amidst shifting health trends, as Thorne reported annual revenue exceeding $500 million in 2025, making this deal significant for the company's growth strategy.
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Barrière Projects $10M Revenue by 2026 with Walmart Expansion
Barrière projects to double its revenue to $10 million in 2026, indicating significant growth potential. The company is currently valued at $19 million and is expanding its presence from over 600 stores in Q2 2025 to more than 6,000 by Q2 2026, including entry into 1,700 Walmart locations. Barrière's product offerings include a motion sickness patch and a lactose intolerance patch, marking innovation in the supplement industry. Despite growth, the FDA does not currently regulate these wearable patches as they are classified as supplements under the Dietary Supplement Health and Education Act of 1994, raising potential concerns about market regulation.
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Thorne Projects $650M Sales in 2023 Driven by Gen Z Demand
Thorne is on track to achieve $650 million in annual revenue in 2023, driven primarily by Gen Z and millennial consumers focusing on health improvements. Since its acquisition by L Catterton in 2023, Thorne has maintained a compound annual growth rate exceeding 30%. The company's revenue is projected to rise from $229 million in 2022 to over $500 million by 2025. As of late 2023, the number of direct consumers has increased to approximately 7 million, reflecting a 63% rise in direct-to-consumer sales. CEO Colin Watts anticipates Thorne could become a billion-dollar brand in the coming years.
Read More: Thorne Projects $650M Sales in 2023 Driven by Gen Z Demand