Formulated with a custom blend 100% natural time-release fragrance containing essential oils, it also combines a mix of natural sugar-derived antimicrobial to prevent odor, alongside a barley powder to absorb moisture, as well as safe synthetics to preserve the skin’s natural moisture barrier.
By combining these safe synthetic and natural ingredients, the launch is also tapping into the clean beauty trend, which is growing in momentum as consumers also seek out products that combine high levels of natural ingredients, combined with effective but safe synthetics.
As well as ensuring the right combination of natural and effective synthetics, the brand developers have also focused on creating a formula that contains the right sort of free-from claims.
To that end, Myro is free from of aluminum, parabens, phthalates, steareths, triclosan, propylene glycol, TEA, DEA, SLS, Talc, baking soda, artificial colors and any synthetic fragrance.
On top of all this, the packaging has also been crafted with environment in mind, by creating a highly distinctive and standout ‘pod’ design that incorporates 50% less plastic than conventional deodorants, while also being fully recyclable and TSA-compliant for air travel requirements.
The brand has also been created around the trend for gender inclusive and gender neutral products, which has already had a significant impact on the deodorant and fragrance categories recently.
“In looking holistically at the deodorant category, things have been very stagnant,” said CEO and founder, Greg Laptevsky. “
“We thought this was the right time to disrupt the category and give daily routines their due. When it comes to body care products, our customers set the bar high, so we had to deliver on all fronts. With high-end, yet environmentally-friendly packaging, elevated, gender-inclusive scents, and a unique direct-to-consumer model, we aim to raise the bar higher.”
Five different scents to choose from
The brand is also all about choice, with five different fragrances to choose from, each of which has been developed to be gender inclusive.
The scents include Solar Flare - orange, juniper, sunflower, Big Dipper - bergamot, lavender, vetiver, Cabin No. 5 - vetiver, patchouli, geranium, Pillow Talk - violet leaf, ylang ylang, wild amyris, and Chill Wave -cucumber, jasmine, spearmint.
While there are plans to launch other fragrances in the future, the brand is also available on a subscription model, with the starter kit coming in at $10.
“Subscription experiences are part of a modern lifestyle that includes everything from organic meals to delivery apps, and from boxed water to boxed mattresses. So why not deodorant?” said Laptevsky.