Mumsnet users are switching to natural deodorant, here’s why you should consider it too

Over the last few years, there’s been a growing trend among Mumsnet users towards natural deodorants. Although, we realise this trend isn’t restricted to our Talk boards. 

In fact, it’s likely that your social media feeds have been graced with ads from various natural deodorant brands that all claim to be the best for you. But is that always the case? Which ones are the best for you and your pits? Which one should you try? Why should you consider making the switch to a natural deodorant, too? 

We spoke with Matt Kennedy, founder and CEO of Fussy, a popular natural deodorant brand, to get the lowdown on why natural deodorants are becoming a go-to choice for health-conscious mums and their families.

The origins of Fussy

"Fussy was born out of frustration, to be honest! I was working in advertising, coming up with ideas for great brands. I kept pitching them sustainability ideas, but they kept getting rejected", Matt shares.

"At home, my wife Becky was pregnant at the time. She was looking for a more natural product, but she couldn’t find one that worked or suited her lifestyle. They were all in cardboard tubes that couldn’t get wet or creams that you had to rub on.

"So, I saw a consumer demand for a product that didn’t exist, and at work, I saw a lack of desire from incumbents to address that demand. Added to this, my wife told me to stop talking about ideas and 'just bl**dy do one.' No one wants to be the person at the pub who keeps saying, 'I had that idea.' And thus, Fussy was born."

The natural deodorant revolution

Natural deodorants by brands like Fussy are taking the personal care world by storm - and for good reason. 

"Many people are concerned about what they put on their armpits, especially during pregnancy, due to the sensitivity of the area, the location of lymph nodes, breastfeeding, and worries over certain ingredients affecting hormones", Matt continues.

"While scientific evidence for some of these concerns is limited, it’s understandable that people want to avoid risks and use the best natural and gentle ingredients they can find for that area. That’s where Fussy comes in.

"Fussy uses only natural ingredients and is free from aluminium, parabens, and sulphates. 

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"It’s important to note the difference between antiperspirants and deodorants. Antiperspirants contain aluminium, which functions by blocking your sweat glands, keeping you sweat-free. 

"Deodorants, on the other hand, work by masking or neutralising body odour.

"Although aluminium is effective at preventing sweat, it stops your body from functioning as it naturally should. Sweating is an important method of temperature control and waste elimination."

Why make the switch to a natural deodorant?

1. Gentler on your skin: natural deodorants are often formulated with sensitive skin in mind. Fussy, for example, offers a Sensitive Skin range for those who might react to ingredients like bicarbonate of soda.

2. Pregnancy and breastfeeding safe: many mums-to-be and new mothers are opting for natural deodorants - including Matt’s own wife during her pregnancy.

3. Free from harsh chemicals: natural deodorants typically avoid ingredients like aluminium, parabens and sulphates. While research is ongoing, some people prefer to err on the side of caution, especially given the proximity of our underarms to breast tissue.

4. Eco-friendly: brands like Fussy are leading the charge in sustainability. “Each deodorant refill saves the equivalent of around 30g of plastic from going into the bin”, Matt explains. In fact, Fussy’s refillable system has already saved over 200,000kg of plastic from landfills.

5. Effective odour control: contrary to popular belief, many natural deodorants are just as effective as their traditional counterparts. Fussy, for instance, has been scientifically tested to last for 24 hours.

What Mumsnet users say

“Fussy is great. I have never had any issues smelling of sweat or BO when using it. I really like the applicator and refill system too. I'm a perfume lover so I don't want anything that will fight with my favourite perfumes so I appreciate the subtle scent of Fussy as well.” DailyMaui

“I’ve been using Fussy for nearly a year and it’s been great. Refills last about three or four months, it works and smells nice, and you can get them in Tesco now.” TonTonMacoute

“Fussy is much firmer and does a good job of keeping me non-whiffy.” HippoInABadWig

Transitioning to a natural deodorant 

Switching to a natural deodorant can take some getting used to. 

Matt advises, "if you've been using conventional deodorant or antiperspirant for years, it can take two to four weeks to detox and release the aluminium that would have previously blocked your pores."

During this transition, you might sweat or smell a bit more than usual, but this is temporary. And for those of you worried about sensitivities, you’re not alone. 

"Bicarbonate of soda is used in our regular deodorant range to neutralise sweat", explains Matt.

"However, for a very small number of customers, particularly those with delicate skin, this can lead to irritation, soreness, or stinging. 

"That’s why we have a Sensitive Skin range that is formulated without bicarbonate, ensuring even the fussiest of pits are left smelling fresh and ready to take on the day ahead.

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"If this is your first time trying a natural deodorant, we recommend starting with our 'normal' range. It’s also worth mentioning that many customers who have been sensitive to other natural deodorants have been fine with our regular range due to the quality of the ingredients we use. 

"We would only recommend the 'sensitive' range if you know you have a sensitivity to bicarbonate or have extra sensitive skin. In most cases, our normal range will do the trick."

Are natural deodorants suitable for children and teenagers?

According to Matt, no one needs to use deodorant, “it’s something we, as adults, expect of ourselves and others. 

"So, when it comes to kids, knowing when they should start using deodorant can be tricky. 

"However, teaching your child how to maintain personal hygiene will give them the confidence to sweat, as well as some independence from mum or dad as they get older.

"Body odour is a common first sign of puberty, which typically starts between 8 and 13 years old for girls and 9 and 14 years old for boys. Generally, around these ages - at the start of puberty - is a good time to introduce deodorant.

"As any parent knows, kids can be extremely active. Some children may experience excessive sweating before puberty even begins. If this is the case, there’s no harm in helping your child find the right deodorant for them. 

"Fussy is a great option for kids as it contains no harsh chemicals while still being effective and easy to use."

How much does natural deodorant like Fussy’s cost? 

Cost is always a consideration for Mumsnet users and their families. Particularly as we navigate our way out of a cost of living crisis, families are conscious about where they spend their pennies.

That doesn’t mean they’re willing to spend more for better quality, though. 

"There’s no getting around the fact that [Fussy is] more expensive than a £3 can of Sure or Dove, but we really can’t be compared to those products", Matt explains.

"The reality is that using premium natural ingredients costs more than mass-producing a standard product. It’s also worth mentioning that our refills, at £5 on subscription, on average last much longer than many common deodorant brands."

About Fussy

We are Fussy—in everything we do. From our ingredients to how effective our products are, our fragrances, how we treat customers, staff, and suppliers. And you should be Fussy too!

You work hard to earn your money. You have the power. Brands have the responsibility. It’s only together that we can do this!

Don’t forget: use code FUSSYMUMS to get 30% off. T&Cs: Applies to all products except subscription refills. Only applicable for first time customers and can’t be combined with other discounts. 

About the author

Rebecca Roberts is a writer, editor, and content marketing expert hailing from Leeds. Here at Mumsnet, she commissions, writes, and edits to bring parents content designed to make life easier. After birthing and breastfeeding two babies in two years, Rebecca knows first-hand how hard it can be to prioritise yourself when you become a mother. So, she’s on a quest to find the best beauty and fashion products that are both practical and affordable, with the help of Mumsnet user recommendations. 

Beyond her role as an editor here at Mumsnet, Rebecca can be found balancing life as a working mum of two toddlers and when she’s not at her desk, you’ll likely find her at a local playgroup, in a nearby coffee shop, or walking the dog up and down country lanes.

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