“When picking a retail partner, we were incredibly selective,” Native CEO Moiz Ali said in a press release. “We wanted a partner that had experience with niche brands that had cult-like followings, but were also mindful of the customer experience and shared our commitment to making better-for-you personal care products accessible to all.”
It probably helps that late last year the beauty behemoth Procter & Gamble (who has long sold brands like Herbal Essences, Olay, and Secret at Target) acquired the indie armpit-deodorizing company, which until now had sold its formulas direct-to-consumer. At 1,800 storefronts nationwide, you'll be able to find five scents of the aluminum-free deodorant: Coconut & Vanilla, Lavender & Rose, Cucumber & Mint, Eucalyptus & Mint, and Jasmine & Cedar (which is an exclusive scent to the Bullseye brand). As a reminder, aluminum-free deodorants help to sop up sweat and mask odor, but they don't plug sweat glands the way that antiperspirants do.
While other natural deodorants like Unilever-owned Schmidt's have been available at Target for some time now, Native's induction into the club is indicative of how the seas of clean beauty are changing how we shop. As reported by The Beauty Independent, statistics from Mintel indicate that 20 percent of deodorant users believe that finding an aluminum-free formula is important, and the sales of natural deodorants climbed 12 percent from September 2016 to September 2017.
Translation? You'll likely be seeing a lot more natural deodorants on your store shelves, and yes, you'll have even more reasons to go to Target and come home with all the things.
If you get heart eyes when you think about cleaning up your beauty routine, these are the top natural deodorants editors have tested and this is the superfood-enhanced toothpaste we love.
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