We’re living in a world where we’re all trying to do better. Whether that’s trying to make it through Veganuary to see if a vegan lifestyle could be adopted or trying to live more sustainably, we’re all doing our bit to make the world a better place.

One brand that is doing just that is The Natural Deodorant Co. which was co founded by Laurie and Brett, a brand that was born out of the desire to create the perfect natural deodorant.

Tired of spending time and money on natural deodorants that needed to be reapplied every couple of hours, they decided to create their own.

Interest in natural deodorants is set to continue as consumers seek out natural and sustainable products in their day-to-day routine. Every one of their products is 100% natural, free from preservatives, alcohol, artificial fragrance & palm oil. They are all certified cruelty-free and registered with The Vegan Society.

The story behind the brand is really inspiring. Here, we spent some time with Laurie to find out more…

Tell us about the journey that lead you to launching your brand The Natural Deodorant Co…

Building a sustainable brand is at the core of what you do. Why is this important to you?

I believe that we all need to start making sustainability a priority. Our deodorants easily match the effectiveness of mainstream deodorants and antiperspirants without plastic packaging or questionable ingredients. If we can make sustainable swaps easier for peo- ple, they’re far more likely to consider them.

How would you describe your brand in three words?

Honest, effective + approachable

How do you want women to feel when wearing your deodorant?

Confident! Fresh and free from the stress and embarrassment that comes with body odour.

If you to describe your personal style in three words, what would they be?

Casual, comfortable and cute.

Talk us through an average day in your life…

I’m up at 6am to feed the dog and give myself 30 quiet minutes with a coffee before the children wake. I don’t touch my phone or laptop at this time of day. Once they’re up it’s all- go to get everyone dressed, fed and out of the house.

Straight from the school run I go to the gym to do a HIIT session, then home to tackle emails and tasks. As co-founder of a small business I tend to wear a lot of hats. One mo- ment I might be writing compliance documents, the next I’m discussing ad campaigns, talking to journalists or paying invoices. I find working for myself can feel very chaotic if I’m not careful, so I keep a bullet journal and write absolutely everything down.

At some point in the day I take a long walk with our lab, Roux which is a great way to step away from everything and calm my mind. Then I’m back out for school collections, after school clubs and so on.

I squeeze as much as I can into every day, but it’s a juggling act. I personally find it easiest to work in slots throughout the day and break my day into smaller parts.

At some point in the day I take a long walk with our lab, Roux which is a great way to step away from everything and calm my mind.

How much has social media played a role in the success of your brand?

Social media has been incredibly important and transformative for us. Instagram was how we carved our identity and found many of our incredible customers. It’s also the place that led several buyers to us over the years. Whilst it can now seem like a noisy and over- whelming space, when we launched in 2015 we were one of the only natural deodorant brands in the UK actively using social media so it really allowed us to stand out.

Our readers love to travel, what destination is at the top of your bucket list?

I’ve been very keen to explore Scandinavia for a long time and I’m actually going paddle boarding in Norway this summer so I’m very excited!

What is your go-to quote when lacking motivation?

I don’t tend to use motivational quotes, I find caffeine works better for me.

What’s next for you and the brand?

More scents, teen deodorants and hopefully getting effective, planet friendly natural De- odorant into as many hands as humanly possible!

What’s your main goal with the business in 2022?

My main goal is to get back to our ‘why’. During Covid and Brexit we’ve been so focused on just getting through each day or task that sometimes I forget why we started! So this year we’ll be having lots of fun telling our story and telling people about why our products are so incredible.

What does self care mean to you?

Almost always, it means slowing down. Turning inwards and seeking peace. Choosing nourishing foods, taking breaks without devices, going to bed early, reading a book, deep breaths, stretching…and recently I’ve restarted my cold shower experiment. But, to be honest, cold showers never feel like self care initially. They feel awful! Haha.

Where can people find out more?

Find us online www.naturaldeoco.com. On Instagram or Facebook.


Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.

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