Native was founded in 2015 by entrepreneur Moiz Ali in San Francisco, California. The company initially focused on creating a deodorant that avoided aluminium while maintaining strong odour protection.

The brand quickly gained popularity through direct-to-consumer online sales, emphasising ingredient transparency and simple formulations. Its rapid growth attracted the attention of consumer goods giant Procter & Gamble, which acquired Native in 2017. Following the acquisition, Native significantly expanded its retail presence while continuing to position itself as a clean personal care brand.2

Native describes its products through three core principles:

• Clean – Formulated without ingredients such as aluminium (in standard deodorants), parabens, sulphates (in many products), phthalates, silicones, petrolatum, and synthetic dyes where applicable.
• Simple – Straightforward formulas designed for everyday use without unnecessary additives.
• Effective – Products are developed to deliver performance comparable to conventional personal care products while maintaining ingredient simplicity.3

The company’s slogan emphasises making products that “do what they say” without unnecessary complexity.

Native has expanded from a single deodorant into a comprehensive personal care portfolio, including:

Deodorants

• Aluminium-free deodorant sticks
• Sensitive skin deodorants
• Whole-body deodorants
• Spray deodorants

Body Care

• Body wash
• Body scrubs
• Hand soap
• Body lotion

Hair Care

• Shampoo
• Conditioner
• 2-in-1 shampoo and conditioner

Skin Care

• Mineral sunscreen
• Facial cleansers
• Moisturisers

Oral Care

• Toothpaste

The company frequently releases limited-edition seasonal collections featuring unique fragrances and collaborations.4

Native markets its products as using naturally derived ingredients where practical while balancing effectiveness and skin compatibility.

Common ingredients found across its product lines include:

• Coconut oil derivatives
• Shea butter
• Tapioca starch
• Baking soda (in some deodorants)
• Magnesium hydroxide
• Plant oils
• Naturally derived fragrances and synthetic fragrance blends, depending on the product

The exact ingredient list varies by product and scent. Native publishes full ingredient lists for individual products on its website.5

One of Native’s defining characteristics is its fragrance lineup.

Popular permanent scents include:

• Coconut & Vanilla
• Cucumber & Mint
• Lavender & Rose
• Sea Salt & Cedar
• Eucalyptus & Mint
• Unscented

Native also launches seasonal and limited-edition fragrances inspired by desserts, beverages, holidays, and international flavours.6

Native has become known for creative brand collaborations featuring themed scents and packaging.

Examples include collaborations inspired by:

• Dunkin’
• Girl Scouts cookies
• Jarritos
• Boba-inspired collections
• Global Flavors collection

These limited releases often span deodorant, body wash, shampoo, conditioner, and lotion products.7

Native occupies the premium mass-market segment of the personal care industry.

Its target audience includes consumers looking for:

• Aluminium-free deodorants
• Simplified ingredient lists
• Modern fragrances
• Cruelty-free personal care
• Attractive packaging
• Products available both online and in major retailers

In the United States, the brand is sold through its website and retailers such as Target, Walmart, CVS, Walgreens, and Amazon.8

Native’s branding focuses on:

• Clean, minimalist aesthetics
• Bright, colourful packaging
• Transparent ingredient messaging
• Seasonal scent launches
• Social media campaigns
• Influencer partnerships
• Pop-culture collaborations

Rather than emphasising luxury, Native positions itself as an approachable everyday brand that makes personal care enjoyable.

Native states that it emphasises:

• Cruelty-free products
• Ingredient transparency
• Simplified formulations
• Responsible sourcing where applicable

Packaging and sustainability initiatives continue to evolve across different product categories. Specific practices may vary by product line.9

Native has become one of the most recognisable brands in the “clean personal care” category.

Consumers often praise:

• Pleasant, long-lasting fragrances
• Modern packaging
• Wide scent selection
• Aluminium-free deodorant performance
• Easy retail availability

Some users report that certain formulations—particularly baking soda–based deodorants—can cause skin irritation, especially for sensitive skin. As with many personal care products, individual experiences vary.10

Native’s brand identity centres on:

• Simplicity
• Ingredient transparency
• Everyday wellness
• Modern design
• Playful fragrance innovation

Its visual identity uses pastel colours, clean typography, and straightforward packaging to reinforce its minimalist positioning.

Today, Native is widely recognised as one of the leading clean personal care brands in North America, combining accessible pricing, ingredient-focused formulations, and frequent limited-edition fragrance collections to appeal to a broad consumer base.11

1. Native Launches Reformulated Deodorant and Body Washes with Enhanced P | Native
2. About Us | Native
3. Press | Native
4. Native Launches Global Flavors Collection, Available Exclusively at Target | Native
5. Dunkin’ scent collab will make you smell like a frosted donut
6. Smell like your favorite Girl Scout cookie and shop the NATIVE body care line
7. Native brand: good or bad?
8. is Native a good brand even if Procter & Gamble have buy the compagny in 2017 ?
9. Native Launches Global Flavors Collection, a Limited Edition Personal Care Collection Inspired by Iconic Scents from Around the World Available Exclusively at Target | Procter & Gamble News
10. Native Debuts Limited-Edition Collaboration with Dunkin’®, Available Exclusively at Walmart to Sprinkle Happiness Into Your Personal Care Routine | Procter & Gamble News
11. Native Announces New Limited-Edition Collection with Jarritos in Partnership with Target | Procter & Gamble News