We never set out to win any awards, but as a brand with sustainability at our core, this one means a lot.
Born out of a frustration with the idea that in order to live a sustainable lifestyle, we should sacrifice quality, performance, convenience, or enjoyment. We believe in making conscious consumerism the new normal.
We create responsible products that don’t require compromise to enjoy. That means making positive choices accessible – offering simple swaps to amazing products, made as sustainably as we can, and always working hard to improve.
We celebrate the small stuff because let’s be honest, sustainability isn’t a handful of people living perfectly – it’s millions of us doing it imperfectly every day.
ONE YEAR AGO TODAY… we launched! And it’s been one hell of a year. When they say the start-up world is full of ups and downs….they weren’t lying! 🎢
Never would we have believed that we’d have tens of thousands of armpits come along and join us on this journey! We’ve been blown away by the kindness of our customers with their willingness to help with feedback, give product ideas and meet us at some of our events! 🤍
We’re feeling a little nostalgic so we’ve dug out some pics from the last year...
Here’s to the next 12 months! Oli & Owen x 🌊
Ps. we wouldn’t be telling the truth if we didn’t admit that there were tough days or steep learning curves along the way, one of those being targeting the right people with the right ads at the right time….whoooooopsie (see pic 6)
Nothing is more satisfying than being 100% made in the UK… except for maybe this video…?!
#madeintheuk #deodorant #antiperspirant #sustainable #notariffshere
We saw this trend and just had to jump on 🌊
We have to remind ourselves to not sweat the small stuff (and admittedly, we're not very good at it), in a world that wants us to optimise everything.
So, go on a run without tracking it on Strava, eat the thing you really want, send the text without redrafting it, leave the house without a plan and see what happens.
Don’t sweat the small stuff!
A new series to spotlight cool people and brands doing cool things 🌊
When we're not being full-time refillable deodorant sales-people, we like to have a scroll like everyone else (here are some of our favourite things we've seen recently).
🏃 @theftdbrothers Jordan Adams crossed the London Marathon finish line with a 25kg fridge strapped to his back – we hope he properly applied his antiperspirant! Who else saw him cross the finish line (and shed a few tears)?
🍎 @ocadouk launched a curated "Future of Food Edit" aisle on Earth Day, featuring independently verified sustainable and healthier brands. It includes small UK brands like Bold Bean, Wildfarmed, and ChicP. Love seeing a major retailer actually putting sustainable brands front and centre.
🌳 @parkrunuk now hosts events across 899 locations with over 4 million unique finishers and over 260,000 people participating every weekend. Pretty impressive stuff. You may or may not see Team Make Waves at a Park Run near you in May 👀
🕯️ @diptyque has introduced candle refills! When a heritage luxury brand like Diptyque goes refillable, it signals that the refill model isn't just for eco-brands… it's becoming the standard. Sound familiar?
🌱 @remnantrevolution_ are doing some very cool things saving unwanted fabrics from landfill in the UK and enabling women-led communities, led by Pinky Laing. We're big fans of Pinky and love her work.
What stories have you seen this week that have inspired you? Comment below 👇
We’re busy developing new scents, and last week we asked you what you most want us to release next. These were just *some* of the most popular ones.
Which out of the selection are you drawn to most? Was there one we missed? Let us know in the comments below 👇
People ask us why we made our four core colours (well, they usually ask Oli, as Owen's actually colourblind).
Your deodorant should be out on the shelf, not hidden away in a drawer. And we thought something you use every single day should feel like it belongs to you.
💜 Lilac was a risk. Most brands in this space play it safe with neutrals. But we wanted one colour that felt a bit more playful, a bit more fashion-forward. It's become the one people photograph most, which makes us think the risk was worth it.
🌿 Sage was something that felt calm and understated, the one you pick if your bathroom has plants in it and your towels actually match. We went through about fifteen greens before this one stuck. It's the quietly confident one.
🩵 Blue nearly didn't happen. We had a navy version that looked great in mock-ups and terrible in real life. The softer sky shade came out of a sample batch that wasn't even intentional, and we both looked at it and said "that's the one." Sometimes the best things aren't planned.
🩷 Pink was always going to exist, it was just a late addition to the party and one we *had* to include due to our mums’ requests. We just argued about which pink for about three months. Too pale felt boring, and too hot felt like we were trying too hard. This one sits right in the middle, it's confident without being loud. It's the one that keeps selling out, which tells us something.
Four colours. Each one considered. All of them refillable.
Which one's yours? Tell us below, and if you think we're missing a colour, we're listening. New colours may be coming 👀
Our scents requests box is officially *OPEN*. We may or may not be playing around with some new scent ideas... and we'd love to hear your thoughts on the scents you'd like on your pits next!
Are we feeling musky, floral, fruity? You name it, we create it.
