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Clean Beauty Startup Cleo+Coco Leads The Charge In 'Better for Your Body' Natural Deodorant Category

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#naturaldeodorant #deodorant #cleanbeauty #beauty
Published
11/15/2021 by

Cleo+Coco, a new better for your body, clean personal care brand, aims to deliver a higher standard in daily personal care while supporting the planet by providing effective, safe, and sustainable personal care products for everyone.

Consumer awareness and demand for clean products has not slowed down. As traditional deodorants begin to lose market share to new clean brands, those who can merge the benefits of both clean beauty and personal care will grasp the majority of the rapidly growing, projected $30 billion dollar market.

While many natural personal care brands are aluminum-free, Cleo+Coco understands that it takes much more than that to create products that are safe and effective. In order to create a future where clean no longer means compromise and sustainable no longer means unsophisticated, Cleo+Coco takes a purposeful approach, carefully selecting ingredients that are better for your body.

"There are many new aluminum-free deodorants out there but they don't have the same clean ingredient deck as Cleo+Coco, they don't eliminate the annoying armpit detox downtime and they don't look nearly as nice on your shelf," said Suzannah Raff, Founder and CEO. "I had an aha moment where I saw very clearly that deodorant needed a complete make-over. It's a product that we put onto our bodies every day, from puberty till old age and we haven't really thought about its impact on our health or the environment until recently. I felt that while aluminum-free was a great start, we needed deodorant to be more."

The Cleo+Coco product line, including charcoal deodorants, cleansing bars, and dry shampoos that double as body powders boast plant-based powders and clays that are not only 100% free of aluminum and petroleum, but are free of synthetic fragrances that normally hide dangerous ingredients like parabens. Activated charcoal aids in cellular renewal and soothing irritation, whole arrowroot powder naturally absorbs perspiration without blocking sweat ducts.  Other active ingredients include bentonite clay, a natural detoxifying agent, coconut oil to fight skin dehydration and environmental stressors, and shea butter to lock in moisture. 

"My key differentiator is that I view deodorant as a luxury beauty product, not a conventional drug store one," continued Raff. "We invested deeply in making sure our formula offered a beautiful mood-boosting aroma without any synthetics and that it felt really good when applying. We also made sure that it looked more like luxury beauty and less like conventional deodorant.. We aim to continue bringing such pleasurable, innovative products to personal care and beauty space while also championing innovations in sustainability."

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