deodorant
(2)
BRAVO SIERRA put the bathroom through boot camp
A flimsy baby wipe helped expose a gap in personal care. BRAVO SIERRA built a business by asking service members what actually worked, then selling the answers to civilians.
Hume Supernatural
Hume Supernatural is a San Diego-based clean personal care company making plant-, mineral-, and probiotic-based products - led by an aluminum-free deodorant - that support the skin microbiome while controlling odor. Founded in 2020 by an attorney, a Sun Bum veteran, and a cosmetic chemist, the brand rejects the trade-off between 'natural' and 'effective,' formulating from scratch with proprietary biotech ingredients. It sells direct-to-consumer, on Amazon, and through retailers including Whole Foods, Sprouts, and CVS, and has grown into one of the fastest-growing natural deodorants in the U.S. natural retail channel.