Procter & Gamble has expanded its deodorant portfolio with the acquisition of San-Francisco based natural deodorant brand Native in a $100 million deal.

The online company, which is venture-backed having recently received funding of $500,000 from Azure Capital Partners, will broaden P&G’s scope in the booming clean-living market through its aluminium, paraben-free formulations and natural brand identity and will complement P&G’s existing deodorant portfolio of Secret, Old Spice and Gillette.

Boasting more than one million customers since its inception over two years ago, the brand has used its own company profits to grow the business, having launched successful products such as the Pumpkin Spiced Latte scent this year.

P&G Chief Brand Officer Marc Pritchard told CNBC, “(Native) really hits a great sweet spot for us. And it’s online, so it’s a business model that allows us to really get into more of a direct-to-consumer relationship, which is kind of where things are going.”

Native’s direct-to-consumer business model was a strong pull for the company, said Pritchard, with it also being a ‘perfect fit’ for the company’s digital initiatives.