Native, a beauty and personal care brand, P&G Studios, a division of Procter & Gamble, and dentsu Entertainment, have announced what they claim to be the “first brand co-produced feature-length microsoap in the US”.
The social-first, short-form scripted series, The Golden Pear Affair, produced by Pixie USA, “reimagines the classic soap opera for the vertical, mobile-first era”.
Designed for today’s swipe savvy audiences, the microsoap format delivers fast-paced storytelling with cliff-hangers and character arcs in bite-sized episodes. With 50 episodes, this microsoap tells a story that sets out to mirror the scope of a film.
The trailer for The Golden Pear Affair will premiere in January 2026, with the series launching shortly thereafter across leading social platforms, before expanding to a proprietary app experience. The partners said viewers “can expect a thrilling adventure-romance that elevates the vertical series experience while staying true to Native’s authentic voice. Starring Nick Ritacco and Aloyna Real, the story explores themes of self-discovery, travel, adventure, love and recognising your own worth”.
The initial rollout will focus on North America and aligns with Native’s newest collection which will be available from late December 2025. The collection’s scents and Native’s commitment to clean formulas inspired the plot and key moments.
“At P&G Studios, we’re dedicated to enhancing how consumers engage with our brands,” said Anna Saalfeld, head of P&G Studios. “This microsoap showcases our commitment to innovation as we strive to delight consumers while fueling growth for Native. By blending classic brand storytelling with the ever-evolving landscape of mobile entertainment, we’re honouring the soap opera format P&G helped pioneer and optimising it for a vertical, social-first world.”
“We’re always looking for innovative ways to meet our consumers where they are,” added Chris Talbott, Native CEO, “and this social-first series is the perfect format for storytelling. It’s the perfect canvas to showcase how the right scent can be transformative – whether you’re exploring new places or finding yourself.”
“Dentsu has always stood for innovation, finding new ways to reach audiences and connecting brands through fandom,” said Geneva Wasserman, global EVP of entertainment IP strategy & investment, dentsu. “Microdramas are taking the world by storm, and extending dentsu’s position in this rapidly growing format in partnership with the incredible teams at P&G and Pixie USA, is a natural fit. Brands like Native are making fast moves, committing to short, intense production cycles and testing out new ways to reach their customers.”
“Microdramas are the natural evolution of the soap opera, a format pioneered by P&G decades ago,” said Jonas Barnes, founder of Pixie USA. “Now, we’re proud to carry that torch into a new era with Native. Together, we’re defining the future of entertainment-led marketing.”
