Native is a popular personal care brand that gained widespread recognition primarily for its aluminum-free deodorant, quickly becoming a fixture in mainstream retail stores. The brand built its identity around simple, transparent formulas, appealing directly to consumers seeking alternatives to conventional products. This marketing positions Native within the growing “clean beauty” movement, prompting the question of whether the brand truly meets the criteria implied by that term. Evaluating this requires examining the ingredients it excludes, the components it includes, and the broader ethical and environmental practices it follows.
Defining Clean Beauty
The term “clean beauty” does not have a universal, legally binding definition overseen by a governing body like the Food and Drug Administration. Instead, the meaning of “clean” is largely determined by individual brands, consumers, and various retailers. This lack of standardization means a product considered “clean” by one store’s criteria may not meet the requirements of another.
Many retailers establish ingredient blacklists, typically focusing on excluding substances linked to potential health concerns. The “clean” label acts primarily as a marketing term reflecting a company’s commitment to ingredient transparency and avoidance of controversial or irritating chemicals, even if those ingredients are approved for cosmetic use by regulatory bodies.
Native’s Specific Ingredient Exclusions
Native bases its “clean” positioning on the exclusion of several high-profile ingredients frequently avoided by consumers in the modern personal care market.
The brand prominently excludes aluminum from its deodorants, addressing a primary concern for consumers seeking alternatives to antiperspirants. Aluminum compounds work by temporarily blocking sweat ducts and are a common subject of debate in the personal care industry.
Native also formulates its products without parabens, phthalates, and sulfates. Parabens are synthetic preservatives often avoided due to their reputation as potential endocrine disruptors. Phthalates are used in fragrances to help them last longer, while sulfates are common surfactants that create lather but can be overly drying or irritating for some skin types.
Ingredients Used and Consumer Concerns
While Native excludes many controversial ingredients, the components it uses sometimes draw scrutiny from stringent clean beauty advocates, particularly regarding the use of “fragrance.”
Native uses a blend of essential oils, synthetic oils, and natural extracts to create its unique scents. However, the company refers to this entire blend simply as “fragrance” for proprietary reasons, utilizing a common loophole in U.S. labeling laws. This lack of full disclosure means consumers who are sensitive or allergic to specific compounds cannot know exactly what they are applying. Native assures that its fragrances are phthalate-free, paraben-free, and adhere to International Fragrance Regulatory Association (IFRA) guidelines.
Specific ingredients in the deodorant base can also be a point of contention. For example, some Native formulas contain Sodium Bicarbonate (baking soda), a powerful odor neutralizer that can cause irritation and sensitivity for users with a higher skin pH. The brand addresses this by offering a sensitive skin line that substitutes baking soda with gentler ingredients. Other components, such as Ozokerite (a wax) and Cyclodextrin (a synthetic ingredient extracted from starch), are generally considered safe but may be flagged by those who seek only naturally derived or minimally processed ingredients.
Ethical Sourcing and Sustainability
Beyond ingredient formulation, the “clean” status also encompasses a brand’s ethical and environmental practices. Native is certified cruelty-free, meaning its finished products and ingredients are not tested on animals. Furthermore, all products are vegan, formulated without any animal-derived ingredients or byproducts.
The brand has also made tangible efforts toward sustainability, including its packaging and environmental impact. Native offers a line of plastic-free deodorants packaged in paperboard tubes, providing an alternative to traditional plastic containers. The company demonstrates a commitment to environmental causes by being a member of 1% For The Planet, pledging a portion of its sales to support non-profit organizations focused on environmental issues.