On National Deodorant Day of all days (29th April), we had the pleasure of welcoming Brett Sanders, founder of The Natural Deodorant Co., to our warehouse in Hampshire. While technically we operate in the same market space, our meeting highlighted something we deeply believe in at Salt of the Earth: there's room for all of us in the natural personal care movement.

Supporting Fellow Natural Pioneers

The Natural Deodorant Co. is a fellow UK-based, family-run business that shares many of our values in creating body-friendly products without compromising on effectiveness. Like us, they're committed to offering alternatives to conventional deodorants, helping consumers make more informed choices about what they apply to their skin.

As Brett aptly put it in his social media post about the visit: "When you look at the size of the deodorant market overall compared to the number of people using natural alternatives, there's plenty of opportunity for all of us. Supporting each other is easily the better choice."

We couldn't agree more. The conventional deodorant market is vast, and those of us offering natural alternatives are working together to raise awareness about ingredient transparency and gentler formulations.

Warehouse Upgrades and Sustainable Practices

Our recent meeting came about as we've been upgrading our warehouse facilities to improve efficiency. Our move to a new unit has meant implementing very narrow aisle racking systems and specialised trucks to maximise space and operational efficiency.

While our previous racking served us well, it wasn't compatible with our new setup. Rather than seeing perfectly good equipment go to waste, we were delighted that Brett could make use of it for The Natural Deodorant Co.'s own move.

It's worth noting that there isn't typically a strong market for second-hand racking, so being able to pass ours directly to another independent business felt like a win-win. It's a small example of how businesses can support each other while making more responsible choices with resources.

Family Businesses Supporting Each Other

As a family business ourselves—with Thomas at the helm since 2008, his mum Sally having purchased the company in 2005, and dad Stuart providing strategic advice—we understand the unique challenges and rewards of running an independent, family-oriented company.

The Natural Deodorant Co. shares this family business ethos, and there's something special about the authenticity and values that often come with family-run operations. We tend to take a longer view on business decisions, focusing on building something sustainable rather than just chasing quick growth.

The Growing Natural Deodorant Movement

What this interaction really highlighted for us is that the natural deodorant category is growing—but there's still massive potential to reach more people. Each brand brings its own unique approach, formulations, and packaging solutions to the table.

We recognise that each brand in our space has its own strengths and specialities, and together we're creating a more diverse marketplace that gives consumers genuine choice. Whether you prefer sprays, roll-ons, sticks, or balms, there's a format that works for everyone.

Looking Forward

As both our companies continue to grow and evolve, we're reminded that kindness and collaboration go a long way in building a more positive business environment. Whether it's sharing knowledge, supporting each other through operational changes, or simply recognising that a rising tide lifts all boats, there's value in viewing other natural brands as allies rather than adversaries.

We wish Brett and The Natural Deodorant Co. all the best with their move and look forward to seeing how both our companies continue to innovate in bringing effective, natural deodorant options to more people.