microbiome-skincare
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TULA Made the Microbiome a Beauty-Aisle Business
A gastroenterologist turned the skin microbiome into a prestige-beauty proposition. Twelve years, thousands of retailer doors and one P&G acquisition later, TULA is testing whether “balance” can remain distinctive in a crowded skincare aisle.
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.