Natural deodorant, cleaning up the market

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We’ve come a long way from never letting them see you sweat. Myro puts the focus front and center on deodorant, offering premium scents like bergamot/lavender/vetiver; a subscription-based model; recyclable and refillable packaging; and a formula made with 99 percent natural ingredients and no aluminum, parabens, phthalates, triclosan or other potentially troublesome ingredients.

“In looking holistically at the deodorant category, things have been very stagnant,” says Myro founder and CEO Greg Laptevsky. “We thought this was the right time to disrupt the category and give daily routines their due. When it comes to body care products, our customers set the bar high, so we had to deliver on all fronts. With high-end, yet environmentally friendly packaging, elevated, gender-inclusive scents and a unique direct-to-consumer model, we aim to raise the bar higher.”

The brand makes its debut with five “premium, all-natural, gender-inclusive, mood-inspiring” scents. In addition to the bergamot/lavender/vetiver combination, called Big Dipper, there’s Solar Flare (orange/juniper/sunflower), Cabin No. 5 (vetiver/patchouli/geranium), Pillow Talk (violet leaf/ylang ylang/wild amyris) and Chill Wave (cucumber/jasmine/spearmint). New scents and updates to the roster are expected. The starter kit is $10, including the refillable case and first deodorant pod. Refills are $10 each and delivered quarterly in packs of three, and it’s possible to switch out scents, pause or cancel the subscription anywhere along the way.

Is there room for another natural deodorant on bathroom counters? Consider this: Myro amassed $2 million in funding and a 16,000-person waitlist. Smells like success already.

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