Native
Quick verdict: Native is probably the aluminum-free stick you’ve already tried. It’s in every drugstore, it costs about a third of the boutique brands, and the ingredient list is short and readable. It’s also owned by Procter & Gamble, which bought it in 2017 for $100 million and now sells it alongside Secret and Old Spice. We include it because refusing to discuss the most-searched natural deodorant in America would tell you more about us than about the product. Our rating: 3.4 out of 5.
Who they are
Moiz Ali founded Native in San Francisco in 2015 and sold it to P&G roughly two and a half years later, one of the fastest exits the category has seen.
Comparing the current ingredient list against pre-acquisition records, the core formula looks unchanged, which is the question most people have when a brand is bought. What changed is distribution, scale, and where the profit goes.
What they get right
The formula really is simple. Coconut oil, shea butter, tapioca starch, baking soda in most scents. Aluminum-free and paraben-free, with nothing you’d need to look up.
It’s cheap and it’s everywhere. Around $13 a stick, in every drugstore and on subscription. For someone switching away from antiperspirant for the first time, availability matters more than any certification.
It works well. Odor control is reliable through a normal day, better than several pricier options in this directory.
The range is wide, covering body wash, toothpaste, sunscreen and hair care, so a whole routine is possible in one order.
Where they fall short
Your money goes to P&G, one of the largest consumer goods companies in the world. If the reason you’re buying natural deodorant is to shop around the conglomerates, this defeats it entirely. That’s the single biggest mark against it here.
There is no third-party certification. No EWG Verified, no MADE SAFE, no Ecocert. The claims are P&G’s own. Schmidt’s holds Ecocert at a similar price, which is the fair comparison.
Baking soda is in most scents, and it’s the usual cause of the underarm rash that ends people’s natural-deodorant experiment. There is a sensitive formula without it, and it isn’t the default.
The scent range is also large and fairly synthetic-smelling for a “natural” brand.
What they sell and what it costs
Deodorant, body wash, toothpaste, sunscreen and hair care. Deodorant typically runs $13, cheaper on subscription.
Who it’s actually for
Anyone on a budget who wants to get off antiperspirant without ordering online, and anyone who has tried boutique natural deodorants and found them expensive or ineffective. As a first switch it does the job.
If ownership matters to you, Each & Every and Salt & Stone are independent. If you want certification, Schmidt’s holds Ecocert. If baking soda has burned you, Each & Every.
Deals and discounts
No affiliate program on our side, so nothing here earns us anything.
Related reading
Frequently asked questions
Who owns Native deodorant?
Procter & Gamble, which acquired it in 2017 for $100 million. P&G also owns Secret, Old Spice and Gillette. The formula appears unchanged since then, but the profit goes to a multinational, and if avoiding that is why you switched, this isn’t the brand for you.
Did Native change its formula after P&G bought it?
Comparing today’s ingredient lists against pre-acquisition records, the core formula looks the same. Some long-term customers report differences in scent intensity, which is hard to verify independently either way. On ingredients specifically, there’s no evidence of a meaningful change.
Is Native actually natural?
“Natural” isn’t a regulated term, so the honest answer is that the ingredient list is short, readable and aluminum-free, and that no independent body has certified any of it. Schmidt’s holds Ecocert certification at a comparable price, which is the closest thing to a verified alternative in the drugstore aisle.
Does Native cause a rash?
For some people, yes, and the culprit is almost always the baking soda in the standard formulas. It raises skin pH and produces redness or itching after a week or two of daily use. Native sells a sensitive version without it, which is what to buy if your skin reacts.