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.
Certifications
A couple to know — 1 ingredient we flag:
Essential oils — commonly known as Essential Oil Blend
Natural scent but specific components often not fully disclosed, can sensitize some individuals.
Full Ingredient List
- 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
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
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.
Where to buy
Key Products
- Aluminum-Free Deodorant Stick (Unscented) View on Amazon →
- Charcoal Seaside Deodorant Stick (Baking Soda-Free) View on Amazon →
- Baking Soda-Free Deodorant Stick (Lavender) View on Amazon →
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