Indie Lifestyle Brand Misc. Goods Co. Expands Into Personal Care

New developments in deodorants and anti-perspirants span from microbiome-boosting probiotic blends to more sustainable, environmentally-friendly aerosols.
 
According to Luke Nadolny, Market Research Analyst, Consumer Products, Kline, category trends revolve around an emphasis on deodorants that are positioned as natural and clean as well as brands focused on sustainability.
 
Indie lifestyle brand Misc. Goods Co. has announced the relaunch of its natural deodorant line with two fan favorite fragrances, Underhill and Valley of Gold. The line of natural deodorant is made in the U.S. and was recently re-formulated to be “non-irritating with long lasting and effective odor protection,” said the company.

Based in Louisville, Kentucky and founded by designer Tyler Deeb, Misc. Goods Co. focuses on remaining ethical in all manufacturing and partnership practices.

“We created Underhill and Valley of Gold natural deodorants because natural deodorant is more than just a trend,” said Deeb. “Wearing formulas without aluminums and parabens is about taking care of our bodies and using eco-friendly packaging is about taking care of our communities. Our new formulas offer a smoother, more enjoyable application and only include non-irritating ingredients. Getting better is a part of running a business and I am so happy to announce that our natural deodorants have gotten much much better.”

For more on the burgeoning deodorant marketplace, look out for our feature in the November Happi.