You might call me an early adopter of natural deodorant, which was, in many ways, “clean beauty” before we even had a buzzy name for it. While terms like “clean” and “natural” are largely marketing jargon — not to mention confusing even for beauty journalists like me — the overall concept of natural deodorants are those formulated without aluminum, the antiperspirant active ingredient that reduces sweat. (Deodorants, by contrast, work by masking odor, and generally keep you dry by way of plant-based ingredients like charcoal, corn starch, or baking soda). And while the category isn’t really new anymore (as I’ve said in previous reviews, I personally think it’s almost démodé to launch a new deodorant in the year 2023 that isn’t a “clean” formula), I still find myself trying new deodorants — some work, some don’t, and that’s all part of the natural deodorant journey. However, I’ve found one that, had I not read the label, I would’ve easily mistaken for a tube of Secret — except it’s not. It’s Curie.
