Procter & Gamble has recently added a touch of natural to its portfolio by acquiring online deodorant startup Native. The move comes not long after P&G pledged to disclose all ingredients in its fragrances — a first for any beauty brand.

Native has built up a following for its natural deodorants, especially its Instagram-famous Pumpkin Spice Latte scent. Its popularity reflects a trend that has been popping up across several consumer packaged goods categories. Gentle and natural products are also trending in baby care, according to L2’s CPG US Product Launches report, enabling indie brands like Nature’s Baby Organics and Baby Mantra to dominate relevant unbranded search.

Additionally, the trend has seen popularity in the beauty sector, with shoppers drifting towards more natural scents. It can be attributed in part to the rise of consumer interest in inner wellness and beauty from within and marks a point of disruption for traditional CPG brands like powerhouse P&G, which is mainly known for brands including Secret, Old Spice, and Gillette.

Disruptors like Native took their cue from brands like Seventh Generation and Jessica Alba’s Honest line, which both made waves in the CPG market by touting transparent ingredient lists and chemical-free products. Native’s similar health-conscious approach and social savvy could help P&G stay on top of drugstore shelves.

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