Who owns Luvs?
Luvs is owned by Procter & Gamble (the United States, NYSE: PG).[1]
Key facts
- Current owner
- The Procter & Gamble Company verified
- Owned since
- Not recorded
- Previous owner
- None recorded
- Owner HQ
- 🇺🇸 United States, Cincinnati, Ohio
- Origin
- 🇺🇸 United States
- Founded
- 1976
- Category
- Personal care & beauty › Tissue & paper hygiene › Diapers & baby wipes
- Parent ticker
- NYSE: PG
- Last verified
- · 1 sources
About Luvs
Luvs is Procter & Gamble's value nappy brand in North America, launched in 1976 and priced below Pampers. Its advertising is aimed explicitly at second-time parents, on the argument that experience makes people less anxious about brand choice. Running two nappy brands at different prices lets the company hold shelf space against store-brand competition.
Ownership timeline of Luvs
- 1976 – present Procter & Gamble [1] verified
Where Luvs sits in Procter & Gamble
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
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Other brands owned by Procter & Gamble in personal care & beauty
Latest news about Luvs
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Frequently asked questions
Who is the parent company of Luvs?
The parent company of Luvs is Procter & Gamble, a publicly listed company headquartered in the United States.
Is Luvs American?
Yes. Luvs originated in the United States in 1976 and its owner, Procter & Gamble, is also headquartered in the United States.
Is Luvs still owned by Procter & Gamble?
Yes. As of 6 September 2026, Luvs is still owned by Procter & Gamble. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] The Procter & Gamble Company Annual Report on Form 10-K filed 2026-08-04 — SEC EDGAR, SEC Form 10-K, published 4 August 2026; retrieved 6 September 2026.
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