Our take
Why We Trust This Brand
Each & Every is the only major deodorant brand where every single ingredient is EWG Verified. This is not a partial claim or a marketing spin — the entire formula has been independently vetted. The Dead Sea salt approach avoids both aluminum and baking soda, solving the two biggest complaint triggers in natural deodorant.
What's inside
Ingredients & Safety
Dead Sea salt (odor neutralizer), organic coconut oil, non-GMO candelilla wax, organic tapioca starch, and essential oils. Every ingredient is EWG Verified. No aluminum, no baking soda, no parabens, no propylene glycol, no phthalates. The unscented version eliminates even essential oils.
Certifications
A couple to know — 1 ingredient we flag:
Essential Oil Blend — sometimes listed as Organic Essential Oil Blend
Natural scent but specific components often not fully disclosed, can sensitize some individuals.
Full Ingredient List
- Dead Sea Salt
- Caprylic/Capric Triglyceride also listed as Fractionated Coconut Oil, MCT
- Organic Coconut Oil also listed as Coconut Oil, Cocos Nucifera Oil
- Candelilla Wax
- Organic Tapioca Starch also listed as Tapioca Starch
- Magnesium Hydroxide
- Essential Oil Blend also listed as Organic Essential Oil Blend, Essential Oils Watch
Prefer a spotless pick? Meow Meow Tweet in Deodorant is Clean Verified — every ingredient clean, with no recalls or lawsuits on record.
Who owns it
Ownership & Independence
Each & Every was founded in 2017 by Lauren Lovelady (CEO, a former P&G brand manager for Secret and Old Spice) and Mikah Coffindaffer (a former P&G product developer); it remains founder-led with no corporate parent. Scored 9 on independence to reflect outside growth capital.
VC Funding Note
Has accepted some venture capital for growth but founder remains in control.
Where to buy
Key Products
- Lavender & Lemon Deodorant View on Amazon →
- Cedar & Vanilla Deodorant View on Amazon →
- Coconut & Lime Deodorant View on Amazon →
- Fragrance Free Deodorant View on Amazon →
- Rose & Vanilla Deodorant View on Amazon →
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