ClayDry is being heralded as an alternative to aluminium-based anti-perspirants that work by drawing aluminium ions into the cells to block the release of sweat.

However, there have been a number of concerns raised over the use of this type of anti-perspirants, as aluminium ions are drawn into the skin cells, blocking the release of sweat.

The big issue with this is the level of penetration of the aluminium ions, with some scientific researchers believing that it could be drawn into the blood, leading to potentially harmful side effects.

Indeed, scientists have linked long-term use of such aluminium-based deodorants to neurotoxicity because the aluminium ions are thought to penetrate the blood-brain barrier, something that could lead to DNA damage.

"Aluminum Hydrates in deodorants are bad news. They come right through the skin and may breach the blood brain barrier." Haim Zion, president of Zion Health claims.

"Scientific data suggests anti-perspirants are safe, however, the long term effects are still uncertain," he added.

In answer to this problem, the company's clay deodorant works by incorporating montmorillonite - a type of clay that contains more than sixty trace minerals that work to balance the skin's pH levels.

Likewise, this type of clay also contains anti-bacterial properties that have traditionally been used by Native Indians to heal wounds and absorb poisons, in turn lending the deodorant added properties.

The formulation also includes natural organic herbs like chamomile, lavender, and aloe vera - ingredients that help to nourish the skin, as well as providing natural fragrance.

The product was launched in the US today in select Whole Food stores, Fresh Vitamins, Rainbow Grocery, Health Mart, Clover's Natural Foods, Elida Health, Earth Beam, and online.