Launch Date: January 2024
Geography: Toronto, Canada
Founder: Krys (Deal) Lunardo, Founder + CEO
Executive Team: Andreia McLean, Communications Director
2025 Full Year Projected Revenue: Under $2M, according to industry estimates
Primary Category: Bodycare
Funding: Self-Funded
Primary Distribution Channel: Independent Retailers
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 70
Over 90% of personal care brands use more than 85% water as their main ingredient—we nixed that.
Dealbodies was born from frustration. Driven by a deep concern for the environmental and health disparities affecting women of color, Krys Lunardo recognized the harm caused by ineffective, diluted, and often toxic ingredients in personal care. Exasperated by constant reapplication, fleeting relief, and body flare-ups from unnecessary preservatives and fillers, she created her semi-eponymous brand to redefine bodycare—offering a cleaner, more effective alternative to the status quo.
Dealbodies is a new category of care—clinically fueled, results-driven body concentrates for reactive skin. Unlike conventional bodycare, our proprietary formulas are three to four times more concentrated, replacing water with a hydrosol base—steam-distilled from whole plants to capture potent bioactive compounds. This naturally enriched base is further enhanced with moisturizing glycerin, soothing aloe vera, and antioxidant-rich, lipid-packed plant oils. Developed by dermatologists and naturopathic doctors, each formula is carefully designed to deliver a precise balance of clinical actives for fast, visible results on reactive skin.
Insights: Krys (Deal) Lunardo, Founder + CEO
Why now and why you?
I believe it’s time for a descendant of ancestral lineages, whose communities helped pioneer waterless beauty alongside other ancient cultures around the world, to be a catalyst for a more innovative, thoughtful approach to the category. This is our story to tell and our lived experience to lead.
That urgency is only growing. We’re operating in a time of global water scarcity—one that’s projected to affect between 1.7 and 2.4 billion people by 2050. The relevance of water-conscious innovation is no longer niche—it’s necessary.
In a beauty landscape crowded with claims of being “the first of its kind” or “the world’s first”—especially in the waterless, and sustainable beauty categories—these declarations often blur into cultural erasure. At Dealbodies, we approach our work with humility. We don’t claim to have invented what has already existed in ancestral traditions for centuries. Instead, we choose to honor these time-tested practices and channel them into a modern expression—through meaningful innovation and results-driven care.
What fuels your competitive advantage?
While many waterless and sustainable brands opt for bars, powders, or pastes to reduce environmental impact—these formats often compromise efficacy, usability, appeal, and the sensorial experience.
Dealbodies takes a different approach. Our concentrated liquid formulas are engineered for precision performance, aesthetically designed for daily use—delivering clinically fueled actives in a format that integrates seamlessly into practical routines, without compromise.
What are you most proud of accomplishing to date?
I’m proud to have created a water-conscious brand that resonates with a wide audience. Visually, our brand exudes an editorial, thrilling, and provocative confidence—yet it’s the innovative approach beneath the surface that truly disrupts the norm. For consumers committed to making more effective and sustainable choices, this shift is both unexpected and compelling. At Dealbodies, we’ve streamlined the journey, making high-performance, conscious products effortlessly accessible.
What is the one thing you wish someone had told you?
I wish someone had told me that being a beauty founder doesn’t have to feel like such an isolated journey. The beauty community is surprisingly tight-knit, with founders who are generous in sharing insights and experiences that can quietly, yet powerfully, shape your path to success.
What would you tell your past self before starting this journey?
I’d tell my past self to trust yourself more than you ever thought possible—because stepping into a new category can lead to something powerful when you bring forward-thinking ideas that are well within your repertoire.
What does success look like in the next 3-5 years?
Success is positioning Dealbodies as a leader in the bodycare category—gaining meaningful market share through a comprehensive line of solution-driven treatments. It’s building an engaged, loyal community while strategically scaling omnichannel distribution. And it’s about expanding our reach beyond North America, with targeted growth into the European and UK markets over the next three to five years.
What's one industry trend that is overhyped, and what's being overlooked?
An overhyped trend in beauty right now is the idea that more is more. The overuse of clinical-grade actives, radical layering of products, and ignoring the recommended dosage has led to a rise in skin barrier damage, especially for reactive skin.
What’s often overlooked is the power of patience and a minimalist approach. Efficacy doesn’t come from excess—it comes from intentional formulation, clinical precision, and using the right actives at the right percentages. At Dealbodies, we believe in concentrated care that delivers more, with less.
How do you think the industry needs to evolve?
The beauty industry needs to take a more conscious approach at a granular level. The constant wave of new launches often ends up cannibalizing what’s already out there. It encourages overconsumption and fuels this idea that we always need the next big thing to stay excited.
If you could wave a magic wand, what one wish would you make for your business?
My one wish would be continued organic community growth—building a beauty ecosystem driven by genuine connection and shared values, not solely dependent on influencers to lead the charge.
