P&G Ventures: Building the Future

P&G Ventures: A Legacy of Innovation, Reinvented

P&G Ventures (PGV) was founded on a simple but powerful idea: to combine the agility of a startup with the expertise, scale and science of P&G. Its mission? To build new, billion-dollar brands by leveraging P&G’s core strengths in research and development, marketing and global distribution.

But unlike traditional innovation models that focus on taking market share, PGV pursues what it calls “constructive disruption.” This means creating new categories — not just new products — by identifying unmet consumer needs and collaborating with both internal innovators and external entrepreneurs to bring fresh solutions to life.

From Concept to Creation: The P&G Ventures Timeline

1993 — Early Foundation & Innovation
It all began with a vision. In the early 1990s, P&G leaders explored how to expand innovation beyond existing categories. These early conversations laid the groundwork for what would eventually become P&G Ventures.

1994–2000 — Birth of Corporate New Ventures
The first “Corporate New Ventures” team was formally established, focused on exploring entirely new business opportunities that stretched beyond P&G’s traditional portfolio.

Early 2000s–2014 — Scaling Up & New Business Creation
P&G deepened its commitment to breakthrough innovation, creating new business units designed to experiment, learn and scale new ideas.

2015 — The P&G Ventures Era
P&G Ventures officially launched in 2015, marking a defining moment in P&G’s innovation journey. Designed as an internal startup studio, PGV’s goal was to fuel company growth by entering categories where P&G had not previously [GV2.1]competed. The formal naming of “P&G Ventures” represented not just a new department, but a new mindset.

2017 — The Launch of Zevo
Two decades had passed since P&G last introduced a new-to-the-world brand that reached $100 million in sales (Febreze in 1998). That milestone was reached again with Zevo, P&G Ventures’ first major success story.

Zevo disrupted the bug control category for the first time in more than half a century. The brand’s innovative “People-Friendly, Bug Deadly” approach redefined pest control by creating products that are safe for use around people and pets when used as directed, while remaining highly effective. Zevo quickly expanded from insect traps to sprays and on-body repellents, becoming America’s fastest-growing pest control brand.

2022 — Present: Quality Over Quantity
In recent years, PGV has sharpened its focus. What began as six organizational units and 29 brands has evolved into one cohesive team focused on a select group of high-potential brands. This approach ensures that every PGV innovation is grounded in real consumer value and designed to stand the test of time.

2025 — The Launch of Spruce
The next chapter of PGV’s story begins with Spruce, a fast-acting weed and grass killer that delivers visible results in just one hour and is safe for use around people, pets and bees, when used as directed. Like Zevo, Spruce embodies PGV’s commitment to creating products that delight consumers by helping them find new ways to solve everyday problems — better, faster and smarter.

Looking Forward...

As P&G Ventures looks to the future, its purpose remains clear: to create brands that help people live life better. Each innovation reflects the spirit of P&G’s founders — bold thinkers who saw opportunity where others saw obstacles.

With its blend of visionary spirit and world-class capability, PGV isn’t just building new brands. It’s continuing a 187-year legacy of innovation, growth, and care for the consumer.

Because at P&G, the next big idea isn’t just about changing categories - it’s about changing lives.