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Sway: the startup personal care brand making armpits pretty

By Deanna Utroske

- Last updated on GMT

Related tags Indie beauty expo Indie beauty Deodorant Body care customisation

Rebecca So founded Sway in 2017 with a collection of underarm care products. Since then, the brand has grown to include skin care, body care, and more. But still at the heart of Sway is a mission to make pits pretty.

At this year’s IBE LA event, Cosmetics Design caught up with Rebecca So, Founder of Sway,​ on the show floor to learn more about the brand’s origin and its latest launch, a customizable product called TradeMark dry body oil.

Customizable body care

At IBE LA, Sway was featuring the new TradeMark dry body oil and all of the customization options​. For the Your Signature version of the body oil, explains So, “you can actually customize it the way you like it,” ​a concept that not only makes sense in the personalized and customized product space but that also allows for the reality that the same brand’s consumers don’t all appreciate the same features or benefits of a given product.

The brand offers a selection of “skin boost” ​add-in ingredients, as well as “aroma”​ and “toppings,” ​which are a selection of herbals, stones and crystals, as well as shimmer ingredients. “We have a total of 17, 18 toppings,” ​says So, explaining that “it’s really like going to an ice-cream shop and picking your favorite toppings.”

Underarm skin care

As So tells Cosmetics Design Editor Deanna Utroske, the Sway brand got started with an apple cider vinegar – based deodorant that also “works like a toner for the underarm….It helps with odor protection,” ​she says, “but also it lightens the skin, clears the skin, and made my armpits beautiful again.” ​   

Sway sells a full collection of underarm care products, including deodorant, dusting powder,​ an underarm mask​, and an underarm elixir that promises skin brightening benefits. The brand has also grown to include soaps and a full line of facial skin care products.

So is working to bring the full collection of Sway brand products to more people. But, she’s really focused on “pretty pits, healthy pits, [and]really [helping consumers] elevate [their] underarm care.”

“We want to make everybody’s pits pretty again!”​ says So. Watch the full video interview at the top of the page to learn more.



Deanna Utroske is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement. As Editor of, she writes daily news about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.

Deanna will be traveling next to the Personal Care Product Council’s annual meeting; if you’ll be there too and have beauty business news to share, feel free to contact her at qrnaan.hgebfxr@jeoz.pbz

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