Why We Trust This Brand
It is genuinely family-owned, Leaping Bunny certified cruelty-free, and vegan, with short, readable ingredient lists and a baking-soda-free option for sensitive skin. The brand has been openly clean since 2012, long before it was trendy.
Ingredients & Safety
Aluminum-free, paraben-free, no synthetic fragrance, no petroleum. The baking-soda-free formula leans on arrowroot, magnesium hydroxide, and zinc oxide so reactive skin is not stung by baking soda.
Certifications
Full Ingredient List
Hover any ingredient for details.
Also known as: Coconut Oil, Cocos Nucifera Oil
Moisturizing and antimicrobial.
Also known as: Shea Butter, Butyrospermum Parkii Butter
Rich moisturizer.
Also known as: Maranta Arundinacea
Natural moisture absorber.
Mineral-based odor neutralizer, gentle alternative to baking soda.
Also known as: Vitamin E
Natural antioxidant and preservative.
Also known as: Organic Essential Oil Blend, Essential Oils, Organic Essential Oils
Natural scent but specific components often not fully disclosed, can sensitize some individuals.
Ownership & Independence
Founded by Amy Perez in 2012 as Primal Pit Paste and rebranded to Pretty Frank in 2020. It remains an independent, founder-led family company based in Texas. We found no record of any conglomerate acquisition or majority private-equity stake.
Key Products
- Aluminum-Free Deodorant Stick (Unscented) View on Amazon →
- Charcoal Seaside Deodorant Stick (Baking Soda-Free) View on Amazon →
- Baking Soda-Free Deodorant Stick (Lavender) View on Amazon →
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