Clean deodorant brand Type:A raised $2.4 million in seed funding led by Marigay McKee and William Detwiler’s Fernbrook Capital Management, and is launching in 1,500 Target doors.
WHO: Type:A founder and CEO Allison Moss identified white space between nebulous natural deodorants and regulated antiperspirants. The brand’s nontoxic deodorant is aluminum-, paraben- and propylene glycol-free. The product has been sold on its own website as well as through Amazon and Credo.
IN THEIR OWN WORDS: “It means that we get to reach many more people,” Moss told Beauty Independent of Type:A’s arrival at Target. “We expect it’s going to be a lift for the entire business. Deodorant as a category is an omnichannel category. People certainly shop for deodorant online, but they still largely shop the category based on convenience and force of habit, and that tends to be at retail and more mass retail. Target allows us to be in the conversation set when you are shopping out of convenience and force of habit. When you have in the back of your mind that you want to make a switch, we will be there for you to make that switch and, hopefully, you will stick with us.”
Detwiler noted, “The company plays into the health and wellness theme which informs a large part of Fernbrook’s investment strategy.”
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