Walpole: Tell us about the history of your brand...
Andy Coxon: Ed and I met performing in the West End in Beautiful: The Carole King Musical. It was here, performing eight shows a week under hot lights in the same costumes, that we realised no deodorant was working. In fact, when Ed was performing in A Chorus Line at the London Palladium, his co-star turned to him and said, "Ed, you stink!" We were tired of throwing away clothes because of staining and spraying harsh chemicals onto one of the body's most sensitive areas, the underarms. This springboarded the need to create something that worked because everything we tried failed.
We were living together at the time, and had decided to figure it out ourselves by researching and buying ingredients, then cooking up formulations on the hob in our tiny kitchen. We tested different concoctions on friends, family and cast members with no intention of making a business. It was after about three years that we a formula that really worked, and cast mates and friends started to ask if they could buy a pot. It was at that point we thought that perhaps this could turn into a little side hustle – because actors have no money! We then launched a kickstarter and gifted a sample to every West End performer we knew. On the day we launched the campaign, we hit our sales target in one hour. By the end of the month we had raised nearly three-times our target and had 3,000 orders – and, suddenly, we had a full-blown business!
What is your brand best known for?
Natural deodorants created, tested and approved by dancers.
What has been a significant achievement in your company’s timeline?
We are now the UK's most-awarded deodorant.
Why do you love the brand?
Because it was born out of a need for performance. We've woven in the brand story and built an amazing community around our product.
