Procter & Gamble Ventures

Procter and Gamble Ventures is the in-house startup studio of Procter and Gamble (NYSE: PG), the $80 billion-plus consumer-packaged-goods multinational. Founded in 2015 and operating from P&G's global headquarters in Cincinnati, Ohio, the studio was designed around a specific thesis: combine the agility of a startup with P&G's expertise, scale, and science to create genuinely new-to-the-world consumer brands targeting multi-billion-dollar categories of unmet need. P&G describes this as 'constructive disruption' — building new categories rather than new SKUs within existing ones. The studio develops both internal P&G-originated ideas and external founder-led ideas, embedding early-stage startups with P&G's R&D capabilities, brand marketing resources, supply chain, and global distribution network. Strategic verticals currently include pest control, lawn and garden, and pet parenting, with selective adjacencies in skincare and personal care. Portfolio and brand highlights include Zevo (people-friendly bug control — P&G Ventures' first major breakout, which reached $100 million in sales and became America's fastest-growing pest control brand), Spruce (pet and bee-safe weed killer, launched 2025), Opte (precision skincare device), Metaderm (skincare), Kindra (menopause care), and LoveIt. PitchBook and Crunchbase list approximately 8 disclosed investments. P&G Ventures' model is structurally distinct from traditional corporate venture: rather than making minority equity investments and remaining passive, the studio actively co-creates brands, funds their development, and manages their commercial launch using P&G infrastructure. This approach significantly de-risks the path from idea to shelf for early-stage consumer founders, but also means P&G retains significant operational control. For founders aligned with the consumer-goods category and seeking access to the world's largest CPG distribution network, the studio offers an unmatched commercial platform.