The recent transaction, expected to finalize later this year pending regulatory approvals, marks a significant milestone in the rapid expansion of Thorne, a leader in science-based wellness and personalized health. Under private equity ownership, Thorne has gained momentum, with CEO Colin Watts expressing confidence that partnering with Procter & Gamble (P&G) will enhance their mission while upholding core values.
P&G Health Care CEO Paul Gama emphasized the importance of this acquisition, noting growing consumer interest in self-care and wellness, stating that Thorne’s reputable brand complements P&G’s existing portfolio.
This acquisition follows Thorne’s successful run under L Catterton, who acquired the company for $680 million and helped it surpass $500 million in revenue in 2025, with projections for $650 million this year.
Thorne’s growth reflects broader trends in the dietary supplement market, with a notable shift towards younger consumers who prioritize performance and proactive health over traditional supplementation. Watts highlighted the importance of understanding this generational shift, mentioning that about 60% of Thorne’s revenue comes from consumers under 40.
As Thorne evolves beyond its initial healthcare practitioner focus, its innovation strategy emphasizes rigorous science while keeping communication clear and effective. The company has plans for multiple product launches, indicating their commitment to maintaining product excellence and responsiveness to market demands.
