Our take
Why We Trust This Brand
It is genuinely family-owned, Leaping Bunny certified cruelty-free, and vegan, with short, readable ingredient lists and a baking-soda-free option for sensitive skin. The brand has been openly clean since 2012, long before it was trendy.
What's inside
Ingredients & Safety
Aluminum-free, paraben-free, no synthetic fragrance, no petroleum. The baking-soda-free formula leans on arrowroot, magnesium hydroxide, and zinc oxide so reactive skin is not stung by baking soda.
Ingredient list reviewed
- Organic coconut oil also listed as Coconut Oil, Cocos Nucifera Oil
- Shea butter also listed as Butyrospermum Parkii Butter
- Arrowroot powder also listed as Maranta Arundinacea
- Magnesium hydroxide
- Zinc oxide also listed as Non-Nano Zinc Oxide, CI 77947
- Activated charcoal (charcoal scents)
- Vitamin E also listed as Vitamin E
- Essential oils also listed as Organic Essential Oil Blend, Essential Oils Watch
Formula scope: the disclosed ingredient list captured for this review. Formulas can differ by product, scent, country, and date; compare the current package with this list before deciding.
Want another top-tier option? Meow Meow Tweet in Deodorant currently meets our top criteria. Review its formula scope and cited records before deciding.
Who owns it
Ownership & Independence
Founded by Amy Perez in 2012 as Primal Pit Paste and rebranded to Pretty Frank in 2020. It remains an independent, founder-led family company based in Texas. We found no record of any conglomerate acquisition or majority private-equity stake.
- Founded
- 2012
- Headquarters
- Austin, TX
- Control
- Independent, founder and family-owned by Amy Perez. No corporate parent or majority outside investment.
Where to buy
Key Products
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Check the exact formula, size, seller, and availability on Amazon. Search links show results that may include other brands. Links open in a new tab.
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