How Can We Help?

August 31st, 2021 | Reading time: 2 minutes

Procter & Gamble has a 180-year track record of innovating and growing brands that are global powerhouses. Today, P&G is home to more than 60 of the most popular and best-selling brands in the fast-moving consumer goods (FMCG) space—brands like Tide, Pantene, Dawn and Crest. But while P&G excels at iterating and improving upon its current brands, it hasn’t been as successful as creating new brands. In fact, the most recent new brand to come out of P&G was Febreze which launched in the 1990s.

That’s when P&G Ventures was born. As a start-up studio within P&G, we partner with entrepreneurs, inventors and startups to develop new brands and businesses in categories where P&G doesn’t currently compete. It is a hybrid model designed to bring the strengths of P&G and the speed of start-ups together in an ecosystem that gives innovators in the fast-moving consumer goods space the best chance of success.

We search all over the world for start-ups and entrepreneurs who have a great ideas we think have potential to become billion-dollar brands. We begin these conversations with, “How can we help?” Every partner we link up with has their own aspects of brilliance, their own set of speed bumps and outages. But as uniquely as each partnership exists in real life, the through-line is our mission to give all we can—to genuinely serve the entrepreneur—so that, together, we can build something incredible, sustainable, and of high value to the world at-large. (See the full scope and our focus areas at

With this in mind, we are introducing new blog content that draws from our learnings so far from working with dozens of entrepreneurs and launching new businesses and brands like Zevo, OPTE and Kindra. The goal is to inform, educate and inspire entrepreneurs who are looking to start or grow their businesses.

You’ll see pieces like, “How to Avoid Making Snake Oil,” “How to Get to Fighting Strength,” and “Design the World You Want to Age In.” We’ll take note of how these articles are resonating with others, then adapt to fit. And as our partnerships with entrepreneurs continue to rapidly grow and shape us, we look forward to sharing more and more.

Here’s to the journey,

P&G Ventures Studio