Two For One: Indie personal care brand launches layered-scent deodorant sticks

By Deanna Utroske

- Last updated on GMT

photo courtesy of the brand
photo courtesy of the brand

Related tags Deodorant Personal care Indie beauty Entrepreneurship Fragrance

Rustic MAKA is the popular natural brand launched and led by Kasia Rothe that has, just this month, introduced Deo Duos—deodorant stick with two scents layered together in the same tube.

Rustic MAKA launched its first product in 2014. It was a deodorant called Pachy, a Polish word for ‘underarms’. Today the brand sells four different deodorant formulas and a full assortment of body care and underarm care products, including soaps, masks, scrubs, and more.

The brand sells DTC on its own site​ as well as across the US in some 150+ doors, including at Junk Free Beauty in Brooklyn, New York, select GNC locations, select Whole Foods Markets, and at Plum Markets as well as in numerous natural food shops, chiropractic offices, nutrition shops, and wellness boutiques.

Rustic MAKA introduces Deo Duos to the personal care marketplace

Now this month, the brand has launched two new deodorant sticks, each with two scents layered into one tube: one layers together the brand’s All That Sass scent with Sweet Lemonade, the other is comprised of Rustic MAKA’s Mystic River scent and the Clean Bliss scent.

It’s common knowledge now that many indie beauty brand leaders innovate from personal experience and/or close communication with their customers. Accordingly, the Deo Duos promise to help consumers over (a mild instance of) decision paralysis and to avoid boredom around the everyday hygiene habit of using deodorant.

“These are not your average deodorants, as both DEO DUO sticks are layered with two unique scents in one container, meaning you will never get bored again,” ​states the brand’s recent media release about the Deo Duos launch. And later the brand advises, “Never run into the problem of not knowing which deodorant scent to use again.”

Rustic MAKA personal care on-trend and out-of-the-box

This latest product innovation from Rustic MAKA is quite original and may not seem to align with current product development trends like refillable deo, metal packaging for deo, and all things microbiome.

But in fact, the brand is very forward facing. “In our modern moment, wellness, hygiene, and aroma are more central than ever,” remarked Cosmetics Design Editor Deanna Utroske​ during the recent Innovations in Deodorants Webinar hosted by the National Biofilms Innovation Centre and Cosmetics Cluster UK (that event can still be viewed for free online​).

In some way, any new idea in deodorant is compelling as so much of what’s possible has already been done in the category. But it’s not just a clever blend of aroma and hygiene that makes Rustic MAKA stand out.

The brand formulates without using synthetic fragrances and ensures that its products are both vegan and cruelty free. And the new Mystic River + Clean Bliss Deo Duo as well as both of those option in single scent sticks and the Rustic MAKA Ocean Breeze deodorant are all formulated with what the brand calls BiodomePro, a bland of prebiotic ingredients that promise to “nourish the skin’s microbiome.”

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