A stalwart among companies specializing in household and personal products, Procter & Gamble (PG -2.61%) has numerous brands in its portfolio. That makes it reasonable for potential investors to wonder: What does Procter & Gamble own?.
From its beginning in 1837 -- when William Procter and James Gamble joined their soap and candle businesses -- Procter & Gamble brands now cover a range of product categories, helping the company build a consumer staples empire. Now, P&G products are found extensively on retail shelves.
But how has the business gained such a commanding presence among household and personal care companies? For one, the company generates extremely strong cash from operations: Over the past five years, Procter & Gamble has averaged an annual operating cash flow of $17.9 billion, which it can use to fund acquisitions.
In the company's recent 10-K, for example, the company states explicitly that after dividends are paid to shareholders, excess cash from operations can be used for "acquisitions to complement our portfolio of businesses, brands and geographies."
While P&G embraces acquisitions, the company's strong approach to organic growth can't be ignored. Fortifying the impressive portfolio of P&G brands, the company invests heavily in research and development (R&D), allocating about $2 billion annually to R&D.
What companies does Procter & Gamble own?
From items needed for newborns to those needed for personal care or to help keep our houses clean, P&G products represent some of the most common brand names found on consumers' shopping lists around the globe. In fact, the company's products are available in about 180 countries.
Although North America accounts for the lion's share of the company's revenue -- 52% in 2025 -- Europe also figures prominently in the company's financials, accounting for 22% of sales in 2025. Here's a look at some of the most popular Procter & Gamble brands.
Baby, feminine, and family care
From baby wipes to paper towels, this is P&G's second-largest segment in terms of revenue and earnings, representing 24% of both net sales and net earnings for 2025.
1. Pampers (1961): 100% ownership
Developed in 1961, Pampers was one of the earliest disposable diaper options available to parents. Today, it's one of the world's most popular disposable diaper brands. According to business intelligence firm Zippia, Pampers was worn by more than 25 million babies in 100 countries daily in 2023.
2. Luvs (1976): 100% ownership
Launched in 1976, Luvs is another diaper option that bears the P&G logo. While initially marketed as a premium disposable diaper option, today it's offered as a more economical option to the company's premium Pampers brand.
3. Always (1984): 100% ownership
Since the mid-1980s, when it launched the Always brand, P&G has added to the feminine hygiene offerings that bear the brand name. Always Discreet, for example, is designed to address adult incontinence.
4. Charmin (1957): 100% ownership
Introduced in 1928, Charmin was acquired by Procter & Gamble in 1957. In 2024, P&G reported that the toilet paper brand had more than 25% of the market share in North America. P&G sold Charmin's European operations and product line to SCA in 2007, where it was rebranded as Cushelle.
5. Bounty (1957): 100% ownership
P&G's acquisition of Charmin made P&G the owner of the paper towel originally branded as Charmin Towels. After more than a decade of research spent improving the product, P&G rebranded the paper towels as Bounty in 1965. In 2024, P&G reported that Bounty had more than 40% of the North American market share.
Fabric and home care
As P&G's largest reportable segment in 2025, fabric and home care accounted for 36% of the company's net sales and 35% of net earnings.
6. Tide (1946): 100% ownership
Launched in 1946, Tide, one of the best-selling laundry detergents worldwide, was the result of years of R&D trying to improve on the company's 1933 foray into laundry detergent with Dreft, the first synthetic household detergent. In 2012, P&G launched Tide Pods, a single package that offers detergent, clothes-brightening, and stain-removing capabilities.
7. Downy (1960): 100% ownership
Helping customers keep their clothes soft since its debut in 1960, Downy is one of P&G's most popular fabric care brands. Today, a variety of options carry the Downy brand, including liquid conditioners, scent beads, dryer sheets, conditioning beads, and wrinkle spray.
8. Dawn (1973): 100% ownership
For more than 50 years, Dawn has helped households keep their dishes clean. But its value transcends washing plates and silverware. It's also used to protect wildlife, proven effective at safely removing oil from animal fur and bird feathers. Since 1978, P&G has donated more than 50,000 bottles of Dawn to help more than 75,000 animals.
9. Mr. Clean (1958): 100% ownership
Helping keep homes clean since 1958, Mr. Clean products are one of the most recognized P&G brands. For more than 20 years, Mr. Clean Magic Erasers' iconic white sponge has provided people with a convenient way to erase stains.
10. Febreze (1998): 100% ownership
Giving people a way to keep things that aren't machine washable smelling clean, P&G launched Febreze in 1998. The company has expanded its brand offerings beyond the original Febreze home air freshener to include car air fresheners, candles, and wax melts.
11. Swiffer (1998): 100% ownership
To make cleaning floors easier, P&G has a broad range of products donning the Swiffer name. The brand was launched in 1998 as a dry sweeper mop, but its products now include wet mops, dusting kits, and other cleaning products. The Swiffer WetJet, for example, was developed in 2001.
Beauty
P&G proclaims itself "a global market leader in the retail hair care market with nearly 20% global market share." In 2025, P&G reported that the beauty segment accounted for 18% of net sales and 16% of net earnings.
12. Head & Shoulders (1961): 100% ownership
After 10 years of research, P&G debuted Head & Shoulders to customers. Initially available as a cream, Head & Shoulders became available to customers in shampoo form in 1975. P&G recognizes Head & Shoulders as a major factor in helping the company grab such a significant share of the global hair care market.
13. Pantene (1985): 100% ownership
Created by a Swiss drug company in 1945, Pantene originated in Europe and debuted in the U.S. in the 1960s. Richard Vicks acquired Pantene in 1985. It changed hands again in the same year when P&G acquired Richardson-Vicks. P&G credits Pantene, along with Head & Shoulders, for helping it capture a 20% global market share of the retail hair care market.
14. Olay (1985): 100% ownership
A fruit of the Richardson-Vicks acquisition, Olay is a leading facial care brand. In its 2024 annual report, P&G recognized its Olay brand as "one of the top facial skin care brands in the world with nearly 5% global market share."
15. Old Spice (1990): 100% ownership
P&G added Old Spice to its portfolio of skin and personal care brands in 1990 after a $300 million acquisition from American Cyanamid. Expanding the products with the Old Spice name beyond aftershave, P&G offers Old Spice hair care products and body lotions.
16. Secret (1957): 100% ownership
Development of this women's deodorant began in 1945 and led to the product's launch in 1956. Originally available as a cream, P&G launched Secret Ice Blue roll-on in 1958. In 1964, P&G provided another option, Secret Aerosol, and the following year, Secret became available in Canada.
Healthcare
P&G's fourth-largest reportable segment in 2024, healthcare accounted for 14% of net sales and 14% of net earnings.
17. Crest (1956): 100% ownership
After more than a decade of R&D, P&G launched Crest toothpaste nationwide in 1956. According to P&G, the American Dental Association affirmed in 1960 that Crest was effective at preventing tooth decay. Two years later, Crest grew to become the best-selling toothpaste in the U.S.
18. Oral-B (2005): 100% ownership
From electric toothbrushes to dental floss to water flossers, various oral care products bear the Oral-B name. P&G added Oral-B to its family of products when it acquired Gillette in 2005. Thanks to the Crest and Oral-B brands, P&G claims to hold about 30% global market share of oral care products.
19. Metamucil (1985): 100% ownership
A 1985 acquisition of P&G, Metamucil has been assisting with customers' digestive health since its creation in 1934. The fiber supplement is currently available in several forms, including powders, gummies, capsules, and fiber thins.
20. Pepto-Bismol (1982): 100% ownership
P&G acquired Pepto-Bismol -- which has helped people get relief from stomach discomfort in its various forms since 1919 -- from Norwich Eaton Pharmaceuticals in 1982. Besides the traditional liquid form, Pepto-Bismol is sold in chewable tablets caplets, and gummies.
21. Vicks (1985): 100% ownership
Vicks was one of the brands attained as part of the Richardson-Vicks acquisition. Vicks is a brand name comprising several popular cold and flu products -- including DayQuil, NyQuil, and Vicks Vapo -- that consumers use when feeling ill.
Grooming
P&G's smallest reportable segment in 2025, the grooming segment, includes P&G's shaving products, blades and razors, and appliances. In its 2025 annual report, P&G characterized itself as the "the global market leader in the grooming market, where we hold more than 45% share."
22. Gillette (2005): 100% ownership
In a deal valued at roughly $57 billion -- the company's largest acquisition in its history -- P&G acquired The Gillette Company in 2005. According to P&G, the Gillette brand is one of the primary forces behind the company's commanding global share of the blades and razors market.
23. Braun (2005): 100% ownership
Another of the P&G brands gained in the acquisition of Gillette, the Braun brand includes electric shavers and epilators sold worldwide. P&G claims it holds almost 25% of the global male electric shavers market.
24. Venus (2005): 100% ownership
Launched by Gillette in 2001, the Venus was designed as a shaving system suited specifically for women. Venus became a P&G brand in 2005 as a result of the Gillette acquisition. As with the Gillette brand, P&G credits Venus with helping it achieve a dominant position in the global blades and razors market.
The bottom line
From beauty and grooming to healthcare, home care, and family care, it's clear that the vast number and diversity of P&G brands make the company one of the leading options for investors interested in businesses focused on consumer-packaged goods.
One of the earliest bits of advice inexperienced investors learn is to invest in businesses they know. In addition to the numerous top stocks to buy, P&G warrants a look from new investors just beginning to invest money, since so many of the company's brands are familiar.
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