6 PrimaFoodie-Approved Clean Deodorants

Synthetic preservatives. Binding agents. Antibacterial chemicals. Aluminum. Putting these substances onto our bodies repeatedly would cause anyone to pause. Yet these are ingredients commonly found in conventional deodorants and antiperspirants. And while the research investigating the link between cancer and deodorants and antiperspirants is (still) lacking, there is evidence that these ingredients are known endocrine disruptors.   

That leaves us with finding something better: a product that helps to keep odor and excessive sweat at bay. But a truly clean deodorant—one made without endocrine disruptors and other toxic additives—that works is hard to come by. Thankfully, we've done the work and found several that mainly check the boxes. 

We say "mainly" because finding a clean deodorant can be tricky. Our body chemistry shifts throughout the days and months, depending on what we're going through, eating, and more. All of this can impact the efficacy of a product. Our advice is to go with it. Switching to and sticking to clean deodorants can take some trial and error—but it's a change worth making.


Humble Rosemary & Mint Aluminum-Free Deodorant

This is Nichole’s new favorite. Uplifting and refreshing, it glides on smoothly. What’s notable beyond Humble’s super clean ingredients is that it’s alcohol-free, which makes it gentle enough for super sensitive skin. 

Agent Nateur holi (rose) N4 Deodorant

Each deodorant in this collection is super clean and smells divine. This holie (rose) version, made in partnership with Shiva Rose, has a scent of sandalwood and rose. It isn’t as effective for Nichole, which is why we think it’s best for lighter, non-workout days.

PiperWai Natural Deodorant Cream

This is one of Nichole’s favorites. It’s a simple cream packed with moisturizing shea butter and coconut oil that relies on activated charcoal to neutralize odors and absorb moisture.

Ursa Major Hoppin’ Fresh Deodorant

The aloe allows this to smooth on easily, while the eucalyptus and peppermint leave a cooling sensation. This is a staple that has (so far) worked consistently for us.


Tallowderm Natural Deodorant Balm

This brand uses beef tallow, which is rendered beef fat that is naturally antimicrobial and high in vitamins and moisturizing properties. Nichole has found that the key here is to go light. A single thin layer does the trick. Applying too much and it could stay damp, or cause you to sweat more.

Simply Divine Botanicals Keeping Abreast of It Deodorant

Formulated with odor-zapping silver, zinc, and mineral salts, this light deodorant sprays on easily and leaves a light note of citrus.



Schmidt’s Geranium Flower Deodorant

Since 2010, Schmidt’s has been at the forefront of the clean deodorant game, so they really know how to make a clean stick that works. Each of their myriad of scents, from Rose + Vanilla to Fig + Yuzu, are all stellar, but the Geranium gets our pick. It’s super light, leaves a hint of lemony floral, and is good for more sensitive skin



BeautyCounter The Clean Deo

We fully trust BeautyCounter. Every product from this clean company that we’ve tried gets an excellent rating from the Environmental Working Group and our thumbs up. This deodorant comes in a refillable case and works well—really well—in keeping away sweat and odor.



Cleo + Coco Great Expectations Charcoal Deodorant

This is one of the best working natural antiperspirants. The magic is in the natural clay and charcoal, which work together to zap bacteria and wick away moisture. It works so well, it makes us wonder why aluminum is still a contender. 





What Is “Inclusive Beauty”? Meet the Iconoclastic Beauty Founder Fighting for Greater Ethics and Kindness in the World of Self Care

A new wave of beauty pioneers are fighting back. They’re challenging the toxic and exclusive pillars that have forever pervaded the beauty industry and, instead, creating products that encourage a more mindful, clean, inclusive approach to self-care.

One such pioneer is Jennifer Norman. Founder of Humanist Beauty, a B Corporation Certified skincare collection focused on breaking the conventional beauty standards, and The Human Beauty Movement, a positivity-focused social impact effort, Norman wants to encourage a new wellness and self-care industry—one that invites every individual to define beauty for themselves. Norman and her team call this “inclusive beauty.”

Before we investigate what inclusive beauty is, we’ll first take a look at what it is not. Household makeup and skincare brands have long used tactics that reinform ageism, binary gender expectations, racism, sexism, and ableism. Expectations around what someone should look like have sold billions upon billions worth of products. Yet, these arbitrary beauty standards have led to wide swaths of consumers falling victim to anxiety, depression, low self-esteem, eating disorders, and other mental and emotional health issues. 

In tandem with these issues is the continued widespread inclusion of harmful chemicals in makeup and personal care items. A 2021 study found high levels of hazardous industrial compounds—all of which linked to grave health conditions—present in more than half of the cosmetics sold in the US.  

In short, the things created to make us feel beautiful have excluded, marginalized, and sickened consumers. Norman, along with her team behind Humanist Beauty, is flipping this script. Her focus is on ingredient purity, supply chain ethics, and care for every stakeholder involved, from her employees to consumers to the planet. “I wanted to develop a brand that went above and beyond to appreciate kindness, diversity, and well-being,” the founder says. 

When we asked how she is doing this, and what exactly she means by “inclusive beauty,” Norman is incredibly forthright. “Inclusive beauty is so much more than showing tokenistic images of women with different skin tones and hair types,” she tells us. “It extends to understanding the thoughts, feelings, frustrations, and opportunities of those who have previously been marginalized and under-represented in society. It is letting people know that we see them, hear them, and care about them deeply.”


A Conversation with Jennifer Norman

Let’s start off with the genesis of your company, Humanist Beauty. 

When I started developing the Humanist Beauty brand, I reflected on my own life experiences of being an adopted Asian American girl, and also on being the single mom of a mixed-race child living with chronic illness and disability. I wanted to develop a brand that went above and beyond to appreciate kindness, diversity, and well-being. 


How do you honor “inclusive beauty” via your brand?

Humanist Beauty stands for all races, backgrounds, skin tones, ages, abilities, gender identities, and beliefs. It lets all people know that they have value, and they matter. Some of the ways Humanist Beauty honors that is by working with diverse talent like trans model Gracie Cartier, prosthetic queer dancer Kima Dima, and unconventional curvy beauty Leah Abramson. We also support those with visual impairment or blindness by offering braille ID bands for our skincare products, Herban Wisdom Facial Oil and Herban Wisdom Eye Cream. We will continue innovating for ways to serve the abilities community even more going forward. 


What changes in the skincare and beauty industry are you most dedicated to seeing and being part of? 

More and more, beauty is being defined as wellness. It’s so much more than skin-deep. It’s about living truthfully, healthfully, and connected to everyone else in a positive way. The organization that I founded, The Human Beauty Movement, is all about embracing an ethos of beauty positivity. It’s about every human being coming to know their own true self and embracing the beauty that lives within. That way, they can then manifest that beauty out into the world as they desire rather than worrying about anyone else’s definition of beauty. 

I [recently] attended Natural Products Expo West, and I was blown away by the spirit of community and togetherness that was pervasive throughout the show. There is an enhanced focus on well-being across all categories, which is a likely response to living through an isolating pandemic such as we all did. 


Humanist has obtained B Corp status, which means you must prioritize the wellbeing of your employees, customers, and of the Planet. It’s worth noting that this is not an easy certification to obtain and maintain. Will you walk us through how Humanist makes this a priority?

I absolutely founded my business knowing that B Corp Certification was a priority, and I’m proud to say that The Human Beauty Movement was certified after 1 year of being in business. 

Being a B Corp is the gold standard of proving social and environmental impact. Given that ‘clean beauty’ means a lot of things to a lot of different people (and to some, it means nothing at all), having third-party validation such as B Corp Certification elevates brands in the marketplace as representing the best for people and the planet. Rather than putting all focus on shareholder value, which prioritizes profits, we put all our focus on stakeholder value, which is the positive benefit we’re creating for the entire ecosystem which encompasses our employees, suppliers, customers, communities, governance, and the environment. We put programs, policies, and procedures in place to ask questions like, “Do our suppliers exemplify diversity and fair wages? Are we supporting a regenerative economy? Do our products deliver holistic wellness through organic content, safety, and quality testing? How are we prioritizing community engagement and transparency?” And so on. 

B Corp Certification goes far beyond the realm of just being “clean.” It helps us assess and track our progress as a benefit company and hold ourselves accountable for living out our purpose-driven values. 


Ingredients are a critical part of your brand. How do you ensure the ingredients you use and the sources you tap into are ethical, pure, and conscious? Are there practices that a consumer can follow for vetting their own products? 

The truth of the matter is that consumers love to research ingredients yet doing so can be time-consuming. And there is a whole lot of contradictory information out there. That’s why it’s good to know there are brands, retailers, and organizations that help do the vetting for them. Clean retailer Credo Beauty allows you to click on any product’s ingredients to learn about their definitions. The EWG Skin Deep database is a good source for ingredient information. While not perfect, it’s perhaps the most comprehensive source for product safety data, and the EWG Verified seal is the strongest third-party indicator of best-in-class safety. 

I have extremely high standards when it comes to the ingredients that go into Humanist Beauty formulas. Not only do I screen for cleanliness, but I also do background checks on suppliers to vet their harvesting, processing, and manufacturing processes. I also require test results to ensure all raw bulk is clean and safe. 

[We] maintain an Ingredient Glossary where anyone can research any ingredient in our formulas to learn more about its function and safety. Transparency is an important aspect of our core values. 


To learn more about Norman and her inclusive beauty approach, visit humanistbeauty.com and the-hbm.com

—By Stacey Lindsay