The Procter & Gamble Portfolio: 65 Brands Under One Roof

The Company Behind Half Your Household

You brush your teeth with Crest. You wash your clothes with Tide. You shave with Gillette. You dry off with Bounty and blow your nose into Puffs. That is four completely different product categories, and every single one belongs to the same company.

Procter & Gamble (NYSE: PG) is the world's largest consumer goods company, with approximately $84 billion in annual revenue and a market capitalization exceeding $400 billion. The company operates roughly 65 brands sold in over 180 countries. Its products are used by approximately 5 billion people worldwide.

P&G is also in the middle of a major restructuring. In June 2025, the company announced plans to cut 7,000 jobs over two years and exit certain brands and product categories. In January 2026, P&G launched silk-fiber Pampers diapers, a luxury play to offset declining baby care volume. Our database tracks the full portfolio. Here is exactly what P&G owns, what it has sold off, and where the company is heading.

The Brand Portfolio by Category

Fabric & Home Care (~33% of revenue)

Tide alone generates approximately $6+ billion in annual revenue, making it one of the most valuable consumer brands in any category. Combined with Gain, Downy, and Dreft, P&G controls approximately 50% of the U.S. laundry market.

Baby, Feminine & Family Care (~27% of revenue)

In January 2026, P&G launched Pampers diapers made with silk fibers, priced at a significant premium. This luxury play represents P&G's strategy to combat declining baby care sales (down 2% in fiscal 2025) by moving upmarket rather than competing on price.

Beauty (~19% of revenue)

P&G's beauty segment competes directly with Unilever (Dove, TRESemme) and L'Oreal across every price tier.

Grooming (~9% of revenue)

Gillette was acquired by P&G in 2005 for $57 billion and remains the world's dominant razor brand, though it has faced competition from Dollar Shave Club, Harry's, and direct-to-consumer alternatives.

Health Care (~12% of revenue)

The Brands P&G Already Sold

P&G's current 65-brand portfolio is actually much smaller than it once was. Over the past decade, P&G has divested dozens of brands to sharpen its focus:

• CoverGirl (cosmetics)
• Clairol (hair color)
• Wella (professional hair care)
• Max Factor (cosmetics)

• Right Guard (deodorant)
• Dry Idea (deodorant)

• Duracell (batteries)

• Various battery brands in certain markets

• Pringles (sold to Kellogg's, now Mars via Kellanova, in 2012 for $2.7 billion)
• Folgers coffee (spun off as part of J.M. Smucker in 2008)
• Iams/Eukanuba pet food (sold to Mars in 2014)

P&G CEO A.G. Lafley's "fewer, bigger, better" strategy in the 2010s cut the portfolio from approximately 170 brands to roughly 65. The goal: concentrate resources on brands that could hold #1 or #2 positions in their categories.

The 2025 Restructuring

• 7,000 job cuts over two years
• Brand exits in certain markets and categories
• Estimated $600 million in before-tax restructuring charges for fiscal 2026
• Response to tariff uncertainty and shifting consumer behavior

P&G has not disclosed which specific brands or categories it plans to exit, but analysts expect the cuts to target underperforming brands in certain geographic markets rather than major U.S. brands.

The P&G Strategy

P&G's approach to brand management has been influential across the consumer goods industry:

Multi-brand per category. P&G runs multiple brands in the same category (Tide + Gain in laundry, Gillette + Venus in razors, Pampers + Luvs in diapers) to capture different consumer segments.

Brand manager system. P&G pioneered the "brand manager" concept in the 1930s, where each brand operates semi-independently with its own marketing, product development, and P&L. This system has been adopted across the CPG industry.

Innovation pipeline. P&G invests approximately $2 billion annually in R&D, more than most competitors. Recent innovations include Tide Pods (single-dose detergent), Swiffer (floor cleaning system), and Pampers silk-fiber diapers.

Premiumization. P&G is increasingly moving brands upmarket. SK-II ($100+ skincare), Oral-B iO ($200+ electric toothbrush), and Pampers silk diapers all target consumers willing to pay premium prices.

P&G vs Unilever

P&G's closest competitor is Unilever, and the two companies compete in nearly every personal care and household category:

P&G focuses exclusively on household and personal care. Unilever also operates in food and ice cream, though it is separating its ice cream business.

Frequently Asked Questions

How many brands does P&G own?

P&G owns approximately 65 brands across fabric care, home care, baby care, feminine care, family care, beauty, grooming, and health care categories.

What is P&G's biggest brand?

By revenue, Pampers and Tide are P&G's two largest brands, each generating $5-6+ billion annually. By brand recognition, Gillette may be the most universally known.

Is P&G cutting brands in 2026?

P&G announced in June 2025 that it would exit certain brands and categories in specific markets as part of a restructuring that includes 7,000 job cuts. The company has not disclosed which specific brands will be affected.

Does P&G own any food brands?

Not anymore. P&G sold Pringles to Kellogg's in 2012, Folgers to J.M. Smucker in 2008, and Jif peanut butter to Smucker in the same transaction. P&G now focuses exclusively on household and personal care.

The Bottom Line

P&G's 65-brand portfolio reaches nearly every room in your house. Crest and Oral-B in the bathroom. Tide and Downy in the laundry room. Olay and Gillette at the mirror. Dawn under the sink. The 2025 restructuring signals that even the world's largest CPG company must trim to stay competitive, cutting underperformers to redirect investment into the brands with the strongest returns.

Explore P&G's full brand portfolio on WhoBrands or browse consumer goods brands.

Sources

1. Procter & Gamble. Annual Report FY 2025. us.pg.com 2. Reuters. "P&G to Cut 7,000 Jobs, Exit Brands." June 2025. 3. USA Today. "P&G Restructuring Plans Explained." September 2025. 4. P&G. "Pampers Silk Fiber Launch." January 2026.

All brand ownership data verified through WhoBrands.com's research methodology. Last updated: January 20, 2026.