From armpits to feet, this new full-body deodorant from Hume Supernatural covers it all.
Hume Supernatural is launching its All Body Deodorant, $15, which comes in the brand’s signature scents including Desert Bloom, After Rain, Wild Coral, Coconut Coast, Amber Woods and Out West, as well as a Fragrance Free option.
With this launch, the brand is sticking to its roots, as it all started with the $14 plant-based, aluminum-free deodorant.
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“We’d like to say we reinvented deodorant with a different approach, a microbiome-friendly approach,” said Hume Supernatural’s cofounder and chief executive officer Jeremy Horowitz.
Horowitz and Adam Francis, who is on Hume Supernatural’s advisory board and formerly of Sun Bum, worked with cofounder and cosmetic chemist Melissa Christenson on more than 200 different iterations to ultimately land on the current deodorant formula. After a successful launch in 2020, the duo quickly recognized a need consumers were consistently asking for.
According to Horowtiz, customers were asking, “Can we use this on other parts of the body?” ultimately leading to the idea for an allover body deodorant.
“It has to be a different experience because it has to be sensitive enough that it goes all over your whole body,” Horowitz said of the product. “If it’s going to be going all over your whole body, why not have it have secondary skin benefits as well?”
The team set out to create a full-body formula with the same principles as the original deodorant. It would support the body’s microbiome, provide skin soothing benefits and, of course, address odor.
The resulting balm employs prebiotics meant to boost microbiome health, plant-based zinc ricinoleate to address odor, antioxidants to promote healthy skin and maintains a balm-like formula to prevent chafing.
“Our [approach] is everybody sweats. Everybody smells,” Horowitz said. “Everybody sweats and smells in places other than their armpits.”
It’s this approach that is informing how the brand is rolling out the product and educating consumers on the category. Rather than doubling down on one segment — think anti-chafing for runners or antiodor for hard-core athletes — the brand is attempting to target anyone who sweats. To promote this ideal, the brand will be releasing user-generated content from its employees to showcase how they use the product. For example, one employee is a ballet dancer and uses it on her feet to prevent odor from sweaty dance shoes.
Horowitz expects this to be a major category going forward, as he has recognized a significant shift in the taboos associated with sweating and odor.
“It’s just becoming more socially appropriate to be able to talk about some of these things that have been swept under the carpet,” he said, pointing to sexual wellness as a similar category that has become widely discussed. “This all body deodorant category is on the precipice of exploding.”
The product, which launches Wednesday, will be available direct-to-consumer to start and on Amazon next month. It will roll out at Sprouts this December. According to Horowitz, the brand intentionally began with natural retailers to highlight the efficacy of their products within the natural deodorant category but hopes to expand into the beauty channel in the future.
“We haven’t yet gone into the beauty retailers and that’s what what we have plans for in 2024 because now with the All Body Deodorant being this beautiful, premium, elegant experience, which is really rooted in fragrance, our offerings are kind of wide enough that it becomes appealing for like an Ulta [Beauty] or Sephora,” he said.
The brand declined to share specific sales figures for this launch, but noted Hume Supernatural has doubled or tripled each year in revenue since inception. Additionally, the brand believes the success of this product could be on par with the hero Deodorant, as full-body options become increasingly popular.
“This space is just exploding so much that I think a lot of the retailers are now understanding, ‘Oh, what is all-body deodorant and how do I get it into my store?'” Horowitz said. “We’ve been approached by more people than we ever have before.”