Each & Every
Quick verdict: The reason most people quit natural deodorant isn’t that it stopped working, it’s that baking soda gave them a rash. Each & Every left it out, built the formula down to six ingredients, listed all of them, and got the whole thing EWG Verified. It’s not the strongest performer in the category and it isn’t the cheapest. For reactive underarms it’s the most sensible option here. Our rating: 4.1 out of 5.
Who they are
Lauren Lovelady and Mikah Coffindaffer founded Each & Every in Cincinnati in 2017, both coming out of the beauty industry and both unimpressed with what natural deodorant looked like at the time. The brand is independent and still founder-led.
The design constraint is the interesting part: rather than adding botanicals to a base formula, they worked down to the smallest ingredient list that would still function.
What they get right
Six ingredients, and you can read every one of them. Tapioca starch, coconut oil, ozokerite, essential oils and a couple of others. In a category where “natural” routinely means twenty ingredients and a proprietary fragrance, that restraint is the product.
0 , requiring full disclosure and compliance with EWG’s restricted list rather than a self-declared claim.
No baking soda, which is the specific fix. Baking soda raises skin pH and it is the cause of most natural-deodorant rashes, so leaving it out solves the problem that makes people give up.
Aluminum-free, so it’s a deodorant rather than an antiperspirant.
A trade-in program that lets you send back your old conventional deodorant, which is a small thing but an unusually concrete one.
Where they fall short
It’s a moderate performer. On a normal day it holds; on a hot day or through hard exercise it fades earlier than Salt & Stone does. That’s the direct consequence of the short ingredient list, and it’s a fair trade only if irritation was your problem.
It’s scented with essential oils across most of the range. Fragrance-free options exist and are the ones to choose if fragrance is your trigger, but the default is scented.
Certification is product-level. EWG Verified covers the formula; there’s no B Corp or equivalent looking at the company.
And at $$ it costs more than Attitude, which is also EWG Verified.
What they sell and what it costs
Deodorant is the core product, alongside body wash, hand soap and lotion. Deodorant typically runs $12 to $16 a stick, which sits between the drugstore-priced verified options and the premium end.
Who it’s actually for
Anyone whose skin has reacted to natural deodorant before, especially with the itchy red patch that baking soda causes. Also a sound pick for teenagers and anyone with generally sensitive skin.
If you need maximum staying power, Salt & Stone. If price is the constraint, Attitude does EWG Verified for less.
Deals and discounts
No affiliate program on our side, so nothing here earns us anything.
Related reading
Frequently asked questions
Why does baking soda deodorant cause a rash?
Baking soda is alkaline and skin is mildly acidic, so applying it repeatedly to thin underarm skin shifts the pH and irritates it. The reaction usually shows up a week or two in as redness, itching or a burning feeling, which is why so many people conclude natural deodorant “doesn’t work for them” when the specific ingredient is the problem.
Does Each & Every actually stop odor?
For a normal day, yes. It’s a deodorant rather than an antiperspirant, so it addresses smell rather than sweat, and it fades earlier under heat or hard exercise than the strongest options do. If you’re active, look at Salt & Stone.
What does EWG Verified mean here?
That the formula has been reviewed against EWG’s restricted list and that every ingredient is disclosed, assessed by them rather than claimed by the brand. It’s one of the few marks in personal care that carries real weight, and with only six ingredients there’s very little for it to hide behind.
Who owns Each & Every?
It’s independent and still run by its founders, Lauren Lovelady and Mikah Coffindaffer, from Cincinnati. No parent company.