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.
02
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.
Certifications
Leaping Bunny (Cruelty-Free)VeganNon-GMOMade in USA
A couple to know1 ingredient we flag
Watch Essential oils (commonly known as Essential Oil Blend)Natural scent but specific components often not fully disclosed, can sensitize some individuals.
Ingredient list reviewed
Safe Watch Caution
01Organic coconut oilalso listed as Coconut Oil, Cocos Nucifera Oil
02Shea butteralso listed as Butyrospermum Parkii Butter
03Arrowroot powderalso listed as Maranta Arundinacea
04Magnesium hydroxide
05Zinc oxidealso listed as Non-Nano Zinc Oxide, CI 77947
06Activated charcoal (charcoal scents)
07Vitamin Ealso listed as Vitamin E
08Essential oilsalso listed as Organic Essential Oil Blend, Essential OilsWatch
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.
03
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.
Ownership recordIndependent
Founder-ownedPretty Frank
Founded
2012
Headquarters
Austin, TX
Control
Independent, founder and family-owned by Amy Perez. No corporate parent or majority outside investment.
04
Where to buy
Key Products
As an Amazon Associate, we earn from qualifying purchases. Commissions never influence scores.
Check the exact formula, size, seller, and availability on Amazon. Links open in a new tab.
Pretty Frank Aluminum-Free Deodorant Stick (Unscented, with Baking Soda)Aluminum-Free Deodorant Stick (Unscented, with Baking Soda)View product on Amazon →
Pretty Frank Charcoal Seaside Deodorant Stick (Baking Soda-Free)Charcoal Seaside Deodorant Stick (Baking Soda-Free)View product on Amazon →
Pretty Frank Baking Soda-Free Deodorant Stick (Lavender, 2-Pack)Baking Soda-Free Deodorant Stick (Lavender, 2-Pack)View product on Amazon →
Evidence
Sources & Reports
External references used in this review. Links open in new tabs.
