The company’s natural deodorant sticks cost $24 and are available in six scents, such as The Botanist, Third Rose, and my favorite, the smoky Cedar Flora.
The idea, Mastey explains: “Elevate something that wasn’t elevated before. Take a mundane product you use every single day and don’t think much about. And actually shift that, and make it one of the products you actually love — not just a product you’re forced to use.”
Why such a boom?
Like many categories of consumer goods, the “natural” personal care market has grown in recent years, fueled by the desire to take better care of ourselves — or at least to think that’s what we’re doing.
Deodorant is applied to your skin, close to organs, usually daily, so the desire to use something natural — and avoid potential toxins — makes sense, if it’s effective.
That desire has only strengthened during the Covid-19 pandemic, which has brought health and wellness to the forefront, and has forced many to significantly change their daily habits, including work, commuting, socializing, and travel.
The pandemic has also accelerated the shift to e-commerce. Deodorant, historically, is mostly purchased at retail: The research firm Euromonitor says e-commerce represented just 2% of the nearly $5 billion US deodorant market last year. The shift should favor direct-to-consumer and digital-first brands — including many of the natural deodorant companies mentioned in this article — at the expense of those that rely on mass retail.
This combination has inspired people to try new things over the past several months, especially products like natural deodorant, which still has a reputation for not working very well or requiring some sort of smelly “detox” period.
That’s how I got involved, at least.
Early in my Covid-19 lockdown, eyeing the stick of Corpus that my wife had purchased in a London boutique — and realizing I wasn’t going to be around many strangers for a while — I got curious and started ordering miniature samples.
I’ve now been “natural” for around four months, rotating between Ursa Major’s Hoppin’ Fresh, various Corpuses, Salt & Stone’s Eucalyptus and Bergamot, the Kosas, and others.
How is it? It’s not the same level of protection as the harsh, goofy-scented, mass-brand antiperspirants I wore daily for more than 25 years. I’m not sure that I’d be confident trusting natural deodorant in my old routine, running around sweaty New York, riding the subway, and in and out of meetings.
But for this version of life, where I’m either around the house or out on a run, it’s totally fine! The scents are much better. My t-shirts are happy. The whole thing feels much more current.
Still, why are there so many natural deodorant brands?
One big thing, to reiterate, is that deodorant is a daily habit for most people, and when they find a brand and scent they like, they tend to stick with it for a while — months or years.
Another, which I heard from several people in the industry, is that deodorant is also a strong gateway product for people to get into natural personal care more broadly.
The vast majority of Americans — probably more than 90% — don’t yet use natural deodorant. The thinking, then, is that if they find a natural deodorant they like, they’ll be more likely to consider using other natural products, such as toothpaste or shampoo.
These are both important factors for direct-to-consumer brands, especially those using online advertising — which, my Instagram browsing confirms, is most of them — because they can potentially justify spending more money to acquire customers.
By Humankind’s founders, for example, say that, among its product lineup, deodorant has been great for both customer acquisition and retention, and that people “tend to opt for subscriptions” for it. For Kosas, its deodorant — launched under a sub-brand called Kosasport — is an opportunity to continue to expand beyond makeup, and attract a wider audience, including more men.
Another nuance: It’s not regulated. While formulating and designing a unique and effective natural deodorant is a lot of work, one helpful thing is that, unlike antiperspirant, it’s not regulated as an over-the-counter drug by the US Food and Drug Administration. This means it’s easier to get made, which may encourage more brands to try their hand.
But also credit two big acquisitions for “inspiring” a lot of the entrepreneurial activity here. Procter & Gamble, the consumer packaged goods giant, bought Native in 2017 for a reported $100 million, and soon after, Unilever announced that it was acquiring Schmidt’s Naturals.
That’s not to say there’s a bunch of nine-figure deals on the horizon. And in the meantime, the consumer giants — well aware of the trend — have also recently used their biggest legacy brands, P&G’s Secret and Unilever’s Dove, to dabble with aluminum-free formulas. P&G has also quietly incubated a natural deodorant brand, Each & Every.
But this is the era of the new consumer, where increasingly niche communities with increasingly niche needs can support increasingly niche products and brands. Some will eventually break through. And for many, that’s reason enough to try.
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