Founded in 1984, Thorne has built a reputation for its rigorous manufacturing standards and deep integration with healthcare practitioners and professional sports teams. By joining the P&G portfolio, the brand intends to scale its mission of providing data-driven health insights, including its AI-powered wellness advisor, Taia. The company is currently owned by L Catterton’s Flagship Fund, which will divest its stake once the transaction clears regulatory hurdles.

Colin Watts, CEO of Thorne, stated that the partnership provides the resources necessary to expand the brand's impact while preserving its established quality standards. For P&G, the acquisition fills a niche in the premium wellness sector, complementing a vast range of consumer goods that already includes household names like Oral-B and Vicks. Paul Gama, CEO of P&G Health Care, emphasized that Thorne’s clinical approach aligns with the company's broader push into self-care and medical-grade wellness. The deal is expected to close later this year, pending customary closing conditions.