In Brands, Finance, Marketing

Myro has raised the design and sustainability bar for natural deodorants, looking to disrupt the domestic deodorant and antiperspirant market that’s projected to hit nearly $3.5 billion by 2019. Think of an innovative pod system with fully recyclable packaging, plant-powered formula, premium scents, and a DTC subscription-based model—sounds like a brand made in millennial heaven.

The covetable design was created by Visibility, a New York design studio. The refillable deodorant system uses 50% less plastic than a regular disposable deodorant and consists of a permanent injection-molded deodorant case that is dishwasher safe with recyclable refill pods that plug into it.

The formula is a mix of a natural sugar-derived antimicrobial to prevent odor, barley powder to absorb wetness, safe synthetics to preserve skin’s natural moisture barrier, and a natural time-release fragrance. The result is a formula optimized for performance with 99% natural ingredients. Myro is free of aluminum, parabens, phthalates, steareths, triclosan, propylene glycol, TEA, DEA, SLS, talc, baking soda, artificial colors, and any synthetic fragrance.

“We want to do for deodorant what Tesla did for Prius,” Greg Laptevsky, CEO and founder of Myro, told Beauty Independent. “Electric and hybrid cars like the Prius came on the market with a very eco-friendly, good-for-the-planet positioning and messaging, and they catered very well to a niche audience. They stayed in that niche space for a very long time until Tesla came along and was able to move them into a mass category. We look at Myro in the same way. There have been—and still are—plenty of natural deodorants in the market that are essentially the original Priuses in our space. We want to be that Tesla that breaks out of the very niche category.”

While natural deodorants still a representing a small segment of the overall market but growing. Uniliever an P&G have made their bets on the category acquiring Native and Schmidt’s Naturals. 
Investors are betting there’s still plenty of opportunity. Myro has raised $2 million in funding from backers like Billie and Dirty Lemon investor Lakehouse Ventures, Beyond Meat and Medium investor Obvious Ventures, Entrepreneurs Roundtable Accelerator, and co-founder of Olly and Method Eric Ryan.
Photo Credit: Myro via Google Images
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