Deodorant

The Best Natural Deodorants from Brands You Can Trust

Native was bought by P&G for $100 million. Schmidt's went to Unilever. Tom's of Maine has been Colgate since 2006. If you want a natural deodorant from a brand that's actually independent, here's what we recommend.

Our Trusted Picks

Every deodorant brand below is founder-owned, uses clean ingredients, and has never been acquired by a major corporation.

Buyer Beware

These "Natural" Deodorants Aren't What You Think

Every one of these brands markets itself as natural and independent. Every one is owned by a multinational corporation. Your money, their shareholders.

Deodorant

Native

Owned by Procter & Gamble

Acquired 2017
Deodorant

Schmidt's

Owned by Unilever

Acquired 2017
Deodorant

Tom's of Maine

Owned by Colgate-Palmolive

Acquired 2006

The pattern: A small brand builds trust with clean-conscious consumers. A corporate giant buys them, keeps the branding, and gradually shifts priorities toward margins. Native went from transparent DTC brand to a P&G subsidiary with synthetic fragrances in under three years.

What to Look for in a Natural Deodorant

Aluminum-free vs. just "natural"

Antiperspirants use aluminum compounds to physically block your sweat glands. Deodorants work differently — they neutralize odor-causing bacteria without blocking sweat. Both can be effective, but if you're avoiding aluminum, make sure the product is specifically labeled "aluminum-free" and not just "natural." Native, for example, is aluminum-free but owned by P&G and now includes synthetic fragrances in some formulas.

The baking soda question

Baking soda (sodium bicarbonate) is one of the most effective natural odor neutralizers. But it has a high pH that can irritate sensitive skin, especially in the armpit area. If you've tried natural deodorant before and got a rash, baking soda was likely the culprit.

Good alternatives include magnesium hydroxide (used by Each & Every), activated charcoal (PiperWai), arrowroot powder, and kaolin clay. Most of our recommended brands offer baking soda-free formulas.

Ingredients to avoid

  • Synthetic fragrance — Listed as "fragrance" or "parfum." Can contain dozens of undisclosed chemicals including phthalates.
  • Propylene glycol — A synthetic compound used as a moisturizer in conventional sticks. Generally safe but unnecessary in clean formulations.
  • Triclosan — An antibacterial agent linked to hormone disruption. Banned in hand soaps but still found in some deodorants.
  • Parabens — Preservatives that mimic estrogen. Methylparaben, propylparaben, butylparaben — if it ends in "-paraben," skip it.

The transition period is real

Switching from antiperspirant to natural deodorant triggers a detox period of 2-4 weeks. Your body has been trained to not sweat under your arms, and it needs time to recalibrate. During this period, you may sweat and smell more than usual. This is temporary. Stick with it — most people find natural deodorant works well once the transition is complete.

Frequently Asked Questions

Do natural deodorants actually work?

Yes — but there's a transition period. When you switch from antiperspirant (which blocks sweat glands with aluminum) to natural deodorant (which neutralizes odor), your body needs 2-4 weeks to recalibrate. During this time you may sweat more. After the adjustment, most people find natural deodorants work just as well for odor control. Brands like Primally Pure and Each & Every have particularly strong formulas.

What's the difference between aluminum-free and "natural" deodorant?

Aluminum-free means the product doesn't contain aluminum compounds (the active ingredient in antiperspirants that blocks sweat). "Natural" has no legal definition — Native calls itself natural but is owned by P&G and uses synthetic fragrances. Always check the actual ingredient list and look for third-party certifications like EWG Verified.

I get a rash from natural deodorants. What should I do?

You're probably reacting to baking soda (sodium bicarbonate), which is alkaline and can irritate sensitive skin. Look for baking soda-free formulas — Humble Brands, Each & Every, and PiperWai all offer baking soda-free options. Magnesium hydroxide and arrowroot powder are gentler alternatives that still absorb moisture. If rashes persist, try applying to fully dry skin and avoid applying right after shaving.

Why did Native selling to P&G matter?

Native was the poster child of the natural deodorant movement — a direct-to-consumer brand with clean ingredients and a founder story. When Procter & Gamble acquired it for $100 million in 2017, the brand's formulas gradually changed, synthetic fragrances appeared in some products, and the profits now fund P&G's portfolio of conventional products. It's a textbook case of why we track independence.

Are deodorant sticks or creams better?

Neither format is inherently better — it comes down to ingredients and preference. Sticks (like Humble Brands) are convenient and mess-free. Cream/paste deodorants (like PiperWai and Fat and the Moon) tend to use fewer ingredients because they don't need the hardening agents required for stick form. Both formats can be equally effective.