MOIZ ALI by company

Native

Moiz Ali

CEO and Founder, Native

Deodorant brand Native wasn’t one of the first companies to kick off the direct-to-consumer revolution, but it was a leader among the pack of DTC companies that showed that scrappy startups could become viable businesses on the back of online distribution at the outset.

Moiz Ali is a lawyer turned entrepreneur who started Native in 2015 with a comparably small investment of $550,000, after selling his first e-commerce venture Caskers, an online craft-spirits company. He built Native on the back of a continuous customer feedback loop and a strong consumer base through Facebook, Instagram, YouTube, and influencer marketing.

His focus on measurement not only allowed the company to track the long-term value and scale of each acquisition channel but also expand into brick-and-mortar at retailers including Target, Walmart, CVS, and Walgreens.

After selling Native to CPG giant Procter & Gamble in 2017 for $100 million in cash, Ali stepped away from P&G in January of this year. He’s now taking his expertise to other startups as an investor.