The 5 Best Natural Deodorants That Actually Work

The natural deodorant aisle has a problem. The most recognizable names -- the ones you see at every Target and Whole Foods -- are not what they seem. Native? Bought by Procter & Gamble for $100 million in 2017. Schmidt's? Acquired by Unilever the same year. Tom's of Maine? That's been Colgate-Palmolive since 2006.

When you reach for the deodorant with the clean-looking label and the feel-good story, there is a decent chance you're buying from the same corporation that makes Tide, Axe, or Ajax. The "small batch" branding is big-corporate marketing.

We dug into the ingredient lists, ownership records, and funding histories of every natural deodorant brand we could find. Each one got two scores: ingredient safety (is the formula actually clean?) and independence (who actually owns this company?). These five brands scored highest on both.

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1. Primally Pure -- Farm-to-Skin, No Compromises

Ingredients: 10/10 · Independence: 10/10

Primally Pure was founded by Bethany McDaniel on her family's farm in Southern California. McDaniel started making tallow-based skincare products in her kitchen after struggling to find products clean enough for her newborn. The deodorant quickly became the brand's flagship.

The formula is built around grass-fed tallow, non-nano zinc oxide, kaolin clay, and organic essential oils. There are no synthetic fragrances, no aluminum, no parabens, and no propylene glycol. For people who react to baking soda (a common irritant in natural deodorants), Primally Pure offers a baking soda-free line that uses magnesium hydroxide instead.

The brand has expanded into skincare and body care, but deodorant remains the bestseller. Scent options include lavender, charcoal (unscented with activated charcoal for extra odor absorption), blue tansy, and a geranium-lime that has a loyal following.

Pricing runs about $16-18 per stick, which is on the higher end for deodorant. A single stick typically lasts 6-8 weeks.

Why we love it: McDaniel still owns and runs the company. The ingredient sourcing is exceptionally transparent -- they even name the farm where the tallow comes from. The baking soda-free option solves the single biggest complaint people have about natural deodorants (irritation), and the tallow base gives the product a smooth, non-gritty application that many natural deodorants lack.

One heads-up: Tallow is an animal-derived ingredient. If you eat a strictly vegan diet and apply that to your body care, Primally Pure is not the brand for you. Check out Fat and the Moon (number 5 on this list) for a plant-based alternative with equally clean ingredients.

2. Each & Every -- When P&G Scientists Leave P&G

Ingredients: 10/10 · Independence: 9/10

Each & Every was founded by two former Procter & Gamble scientists who spent years formulating conventional personal care products -- and left because they wanted to build something cleaner. They knew exactly which ingredients the big companies use, which ones to avoid, and how to make a natural formula that actually performs.

The result is an EWG Verified deodorant with just 6 ingredients. No baking soda, no aluminum, no synthetic fragrance. The formula relies on dead sea salt, organic coconut oil, and organic essential oils. That's about as short as an ingredient list gets while still being effective.

We scored them 9/10 on independence because they have taken a small amount of growth capital. The founders remain firmly in control, and the brand has not shown any signs of the typical investor-driven drift toward acquisition. It's a flag we track, not a red flag.

Each & Every offers an unusually wide scent range -- including cedarwood & vanilla, lavender & lemon, coconut & lime, rose & vanilla, and fragrance-free. They sell individual sticks for about $15, with discounts on multi-packs and subscriptions.

Why we love it: The founders' P&G background is actually a strength here -- they know the science behind why conventional deodorants work and applied that knowledge to building a clean alternative. EWG Verified certification means every ingredient was independently screened. The fragrance-free option is excellent for people who avoid all scents, even essential oil-based ones.

One heads-up: The texture is softer than a conventional deodorant stick. It applies smoothly, but if you prefer a hard, waxy stick, this will feel different. Give it a week to adjust.

3. PiperWai -- Activated Charcoal Pioneer

Ingredients: 9/10 · Independence: 10/10

PiperWai made national headlines when founder Jess Edelstein, a Black woman entrepreneur, pitched the brand on Shark Tank and landed a deal. The brand's signature formula uses activated charcoal as its primary odor-absorbing ingredient -- a approach that was uncommon when PiperWai launched and has since been widely copied.

The ingredient list includes organic coconut oil, shea butter, vitamin E, activated charcoal, cornstarch, and essential oils. No aluminum, no parabens, no propylene glycol. The charcoal gives the product a distinctive dark gray color that disappears on application.

Despite the Shark Tank appearance, PiperWai remains fully founder-owned. Edelstein has retained full control of the company and has not taken institutional venture capital. The Shark Tank investment was a relatively small deal that did not dilute her ownership significantly.

PiperWai comes in both a jar (you apply with your fingers) and a stick format. The jar is the original product and what many loyal customers prefer. Pricing is about $14-16.

Why we love it: Black woman-founded, fully independent, and the activated charcoal formula genuinely works well for odor absorption. Edelstein is still running the company years after Shark Tank, which is increasingly rare for brands that get that kind of exposure. The jar format is less wasteful than plastic stick tubes.

One heads-up: The charcoal can leave faint marks on very light-colored clothing if you apply too much. Use a thin layer and let it absorb for 30 seconds before dressing. The stick version is less prone to this than the jar.

4. Humble Brands -- Simple and Affordable

Ingredients: 9/10 · Independence: 10/10

Humble Brands (formerly Humble Deodorant) was founded by Jeff Shardell with a straightforward mission: make effective natural deodorant that does not cost $20 a stick. The ingredient list reflects that no-frills philosophy -- organic coconut oil, baking soda, cornstarch, beeswax, and essential oils. Clean, simple, affordable.

At around $10-12 per stick, Humble is the most budget-friendly option on this list. They offer both original (with baking soda) and sensitive (baking soda-free) formulas, plus a vegan line that swaps beeswax for plant-based waxes.

The scent range is solid: mountain lavender, bergamot & ginger, coastal cedar, simply unscented, and several seasonal options. The packaging is cardboard-based for the sensitive and kids' lines, with standard plastic twist-up tubes for the original.

Why we love it: Proof that natural deodorant does not have to be expensive to be effective. Shardell still owns the company, the ingredient lists are short and transparent, and the sensitive formula is one of the best baking soda-free options we have tested at any price point. If you're switching from conventional deodorant and want a low-risk, low-cost entry point, start here.

One heads-up: The original formula contains baking soda, which causes irritation for some people. If you've had issues with natural deodorant before, go straight to the sensitive formula and skip the trial-and-error.

5. Fat and the Moon -- Small-Batch Herbalist Craft

Ingredients: 10/10 · Independence: 10/10

Fat and the Moon is the smallest brand on this list, and intentionally so. Founded by Rachel Budde, a trained herbalist based in Northern California, every product is made in small batches using wildcrafted and organic plant ingredients. The deodorant is a cream that comes in a glass jar -- you apply it with your fingers.

The "Deodorant Cream" formula includes organic coconut oil, baking soda, organic arrowroot, beeswax, and essential oils. The "Sensitive Pit Cream" replaces baking soda with magnesium hydroxide. Every ingredient is chosen for a specific functional reason, and Budde publishes detailed explanations of why each one is there.

Fat and the Moon is as independent as it gets. Budde runs the company, makes the products, and has turned down outside investment to keep the brand exactly the way she wants it. The packaging is primarily glass jars with metal lids -- minimal plastic.

Pricing is about $14-16 for a jar, which lasts roughly as long as a conventional stick.

Why we love it: This is what "small batch" actually looks like -- not a marketing term on a corporate product, but an herbalist making products in limited quantities with ingredients she personally sources. The deodorant cream format works surprisingly well once you adjust to it, and the glass jar packaging is vastly more sustainable than plastic tubes.

One heads-up: The jar format is a different routine than a stick. You scoop a pea-sized amount, warm it between your fingers, and apply. Some people love this; others find it inconvenient, especially when in a rush. If you need stick-only, go with Primally Pure or Each & Every.

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The Full Comparison

All five brands at a glance. Both "Top Pick" brands earned perfect 10s on ingredients.

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Who to Avoid

These three brands dominate the "natural deodorant" shelf at most retailers. All three were acquired by multinational corporations and are no longer independently owned.

We've written a full deep dive on who owns Native deodorant -- it's worth reading if you've been buying it thinking it's still a small startup. P&G paid around $100 million for a brand that was barely two years old.

For more deodorant options, check out our deodorant category page where we've scored every brand we've reviewed.

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How We Chose These Brands

Every brand on Trusted Labels is evaluated on two axes:

• Ingredient Safety (1-10): Cross-referenced against EWG Skin Deep, verified for third-party certifications (EWG Verified, Made SAFE, Leaping Bunny), and evaluated for overall formulation philosophy. We pay special attention to fragrance systems -- "natural fragrance" is often a gray area, and we note when a brand uses it versus pure essential oils or goes fragrance-free.
• Independence (1-10): Researched through Crunchbase, SEC filings, acquisition press releases, and corporate records. Founder-owned with zero investment earns a 10. VC-backed with founder in control gets 7-9. Acquired by a multinational gets 1-3.

For this roundup, we started with every natural deodorant brand we could find, eliminated all corporate-owned brands, and ranked the rest by their combined scores. The threshold was a minimum of 9 on ingredients and 9 on independence.

We earn affiliate commissions on some products linked in this article. Our commissions do not influence our scores. See our affiliate disclosure for full transparency, and our scoring methodology page for details on how every number is calculated.

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Frequently Asked Questions

Do natural deodorants actually work?

Yes, but with a caveat that matters. Natural deodorants neutralize odor-causing bacteria rather than blocking sweat glands like aluminum-based antiperspirants do. You will still sweat -- that is your body working as designed -- but you will not smell. Most people experience a 1-2 week adjustment period when switching from conventional antiperspirant as their underarm microbiome recalibrates. The transition can involve more sweating and odor at first. Stick with it. Nearly everyone we have talked to says it normalizes within two weeks.

Why should I avoid aluminum in deodorant?

Aluminum compounds in antiperspirants physically block your sweat glands. The direct cancer link is still debated in the scientific community, but aluminum is a documented skin irritant for many people and has been linked to contact dermatitis. Beyond the health question, there is a philosophical one: your body sweats for a reason (temperature regulation, toxin release). Blocking that process entirely with a heavy metal compound is a choice worth questioning, especially when effective alternatives exist.

What happened to Native deodorant?

Native was acquired by Procter & Gamble in 2017 for approximately $100 million. The brand was barely two years old. P&G now owns and operates Native alongside Old Spice, Secret, and Gillette -- their conventional deodorant brands. While the product formulations have not dramatically changed yet, the brand is fully corporate-owned. When you buy Native, your money goes to the world's largest consumer products company.

Is baking soda in deodorant safe?

Baking soda (sodium bicarbonate) is safe and effective as an odor neutralizer. However, its alkaline pH can cause irritation, redness, or rash for people with sensitive underarm skin -- especially after shaving. This is the most common complaint about natural deodorants and it is almost always caused by the baking soda. If you've tried natural deodorant before and got a rash, do not give up on the entire category. Just switch to a baking soda-free formula. Primally Pure, Each & Every, and Humble all offer excellent baking soda-free options.