Here’s a look at a handlful of independent deodorant brands answering consumers’ calls for products made with natural/organic or so-called “less concerning” ingredients.
Indie brands are impacting the deodorant category.
PiperWai was started by Jess Edelstein and her best friend Sarah Ribner. Typical deodorants irritated Edelstein’s sensitive skin, so she set out to craft her own by blending activated charcoal, essential oils, and natural moisturizers with a kitchen mixer. The brand, which made an appearance on Shark Tank in 2015, is expected to have revenues above the $5 million mark this year, according to reports. In November, Ribner and Edelstein were named to the Forbes 30 Under 30 list.
pHresh all-natural deodorant addresses the root cause of odor—bacteria on the skin—with a formulation that contains minerals and a prebiotic, according to founder Hilary Orr-McMahon. Available in scents like Caradom Rose, Frangipani & Monoi and Himalayan Cedarwood, the free-from list at pHresh is extensive; the deos do not contain aluminum, parabens, phthalates, petroleum, glycol, gluten, GMOs or synthetic fragrances.
Based in Portland, Schmidt’s has been on the fast track, much of which has been fueled by word-of-mouth marketing. The brand offers a range of seasonal options, including festive Oh Christmas Tree, Snow Day and Holiday Spice. Schmidt’s is expanding into other personal care categories too.
Paleo-focused Primal Life Organics, which makes a range skin care and oral care products, is headed by founder and CEO Trina Felber, RN, BSN, MSN, CRNA. Her indie company has just rolled out newly reformulated deodorants in stick form that incorporate magnesium and zinc oxide. New options include Black Lavender, Black Rogue, White Lavender and White Coconut.
San Francisco-based Zion Health, which started with clay-based toothpaste that helped with the founder’s gum disease, has added new propylene glycol- and aluminum-free ClayDry natural deodorants. The deos rely on pure calcium montmorillonite clay, which contains more than 57 trace minerals to help absorb odor and balance skin pH, as well as witch hazel.
According to IRI, sales of deodorants rose 2.11% to $2.9 billion for the 52 weeks ended Nov. 5, 2017 (total US multi outlets--supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains). P&G and Unilever brands dominate the category.