Smell good, feel better: Singaporean brand launches natural deodorants on the back of wellness trend

By Amanda Lim

- Last updated on GMT

Soul Good Project debuts with a range of natural deodorants targeted at overworked urban dwellers. ©Soul Good Project
Soul Good Project debuts with a range of natural deodorants targeted at overworked urban dwellers. ©Soul Good Project

Related tags Deodorant wellness Singapore

Newly launched Singapore lifestyle brand, Soul Good Project, has debuted with a range of natural deodorants targeted at overworked urban dwellers.

The range consists of a deodorant balm and spray, which are available in two scents each.

They are made with plant-based ingredients and contains magnesium, which it claims can neutralise odour better than aluminium, an ingredient found on most mass-market deodorants today.

Founder Amanda Moo told CosmeticsDesign-Asia​ that the company hopes to capitalise on the demand for natural deodorant, which she believes is slowly gaining traction in the Asian market.

Admittedly, she said deodorants are not top of mind priority for consumers, even those who look for natural skin care.

“There are still many people who choose to use conventional deodorants you can find in the pharmacy. It’s a product they don’t think too much about and they buy it without looking at the label. They won’t spend their money at Sephora for a deodorant, they rather use that money for face products because to them, the underarm may not need as much care as the face.”

However, she said consumers in Asia are starting to realise that the ‘underarm is part of your skin too’​ with products like whitening underarms serums in the market.

“The demand may not be as strong as in the US, Europe or Australia but the change is definitely coming because people are now paying more attention to the labels on products and what they put on their skin,” ​she said.

Back to basics

With ingredients such as coconut oil, aloe vera juice and arrowroot starch, Moo said the products will resonate with urbanites looking to simplify their lifestyles.

“There’s a minimalist trend right now and people want to go back to basics with ingredients they are familiar with and can understand immediately, like for example, coconut oil. People want to be in more control of what they are using.”

She added that the products also contain essential oils known to have calming benefits to promote wellness in body and mind.

“These days, people looking to care for their mind as well as body so they look for products that can also benefit their mental health.”

Moving forward, the company will continue to bring out products that follow these mega-trends as well.

Moo revealed that she will be expanding the range with facial oils such as marula and squalene to target skin issues such as eczema.

Soul Good Project will not just stop at personal care. Moo envisions the company as a lifestyle brand with wellness and natural ingredients at its core. Eventually, she hopes to expand into other categories such as supplements and food.

In the meantime, the company will focus on strengthening its presence in the Asian region in countries such as Malaysia, Japan, Korea, Hong Kong and China, where there is a gap in the market for natural deodorants, said Moo.

The brand will soon be available on e-commerce platform Shopee and Amazon.

Amazon will help the company break into the US market, which has shown interest in the brand.

“After Singapore, a lot of visitors on the website are from the US. Amazon will help us reach them. In a way, it will be easier, because less education is needed. Then I can concentrate and take my time educating people here in Asia,” ​said Moo.

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