Procter & Gamble will expand its premium health footprint by acquiring Thorne, a science-backed supplements maker, with the transaction subject to regulatory clearance later this year.
Founded in 1984 and owned by L Catterton’s Flagship Fund, Thorne has built its reputation on clinical positioning and products including a flagship creatine formula. The company has pushed into personalised health as consumer demand shifted toward prevention and tailored wellness solutions.
Paul Gama, chief executive of P&G Health Care, said the acquisition strengthens the company’s position in premium wellness and responds to rising consumer interest in prevention and personalised health.
Axis Signal’s coverage of the deal sits inside a broader funding and investment pattern across luxury, beauty and tech. In fashion, Strathberry, the Scottish leather-goods label, closed a second funding round with a growth investment from Soho Square Capital’s Fund II that values the business at approximately £100 million. Strathberry reported 39% year-on-year growth in 2026, reaching $50.5 million, and Soho Square said the minority stake will support a faster roll-out in North America. David Steel, a director at Soho Square Capital, argued Strathberry’s mix of craftsmanship and a strong design signature gives it scope to expand internationally.
Investor moves among established retail names underlined a wider reallocation of capital. Frasers Group bought a 4.2% position in Burberry using put options while lifting its stake in Hugo Boss to about 30.3%. The group, which owns House of Fraser, Flannels and Sports Direct, has also become the second-largest shareholder in Mulberry PLC. Earlier activity cited in the roundup included Frasers’ purchase of Matches for £52 million in December 2023 and that brand’s subsequent sale in December 2025 into the newly formed luxury group Hulcan.
Technology and artificial intelligence also attracted strategic investment. Salesforce agreed to invest in Solomei AI, the developer of the Callimacus platform, with the stated aim of expanding engineering and AI research and scaling operations across Europe and North America. Callimacus was used in January 2026 to build a new e-commerce experience for Brunello Cucinelli’s label. Marc Benioff, chair and CEO of Salesforce, said, “Brunello has always believed that technology should elevate humanity, and that conviction is at the heart of Callimacus.” Brunello Cucinelli added, “Three years ago, Marc Benioff and I began an endeavor with mathematicians, philosophers, humanists, and technologists, from which Callimacus was born... I look with great confidence and hope for the path that Callimacus will pursue with Salesforce’s investment.”
In beauty, Merit — the minimalist cosmetics brand founded in 2021 — secured investment led by Semcap Beauty & Wellness. Vasiliki Petrou, managing partner at Semcap, said, “Merit is one of the most thoughtfully built brands in beauty, a true icon in the market... I am thrilled to support the continued global scaling of the brand.”
What happens next is straightforward: P&G must obtain regulatory approval to fold Thorne into its premium health lineup; Strathberry will use fresh capital to accelerate North America expansion; and Salesforce will deploy its funding to scale Callimacus’s engineering and commercial efforts. Collectively, the transactions show investors directing cash toward wellness brands, luxury distribution plays and AI platforms designed to remake digital commerce for premium labels.
