63 GHP Q2 2026 Nature Leads the Way Salt of the Earth is a family-owned natural deodorant manufacturer based in Chandlers Ford, and has been making natural deodorants since 1993. The small, family-run business has sold more than 10 million deodorants to date, making it a formidable force within the industry. The firm’s mission is straightforward: to create the most effective natural deodorants available, in the widest range of formats and fragrances in the world, so that everyone can find a natural option that works for them. With core values centred around trust, honesty, and a genuine commitment to being 100% natural, Managing Director, Thomas Laird, tells us that trust is more than just a word for the company. “Most of our products are COSMOS Natural certified by the Soil Association, which means every ingredient, every process, and every claim is verified to strict international standards,” he states. “We are also B Corp certified, Leaping Bunny approved, Vegan Society registered, and accredited by the Living Wage Foundation. These certifications exist so that our customers never have to take our word for it – they can check for themselves.” The company was purchased by Sally Laird in 2005 when it was a tiny two-product operation. Thomas joined in 2006 and has been running the business as Managing Director since 2008. Meanwhile, Stuart Laird advises on strategy. Between the three family members, the firm has grown from a spare bedroom to a proper manufacturing facility, exporting to over 35 countries. In 2025, Salt of the Earth was honoured to receive the King’s Award for Enterprise in International Trade – the UK’s most prestigious business award – recognising 137% growth in international sales. “Aside from our certification, what sets us apart is the combination of range, and the fact that we manufacture almost everything ourselves, right here in Hampshire,” elaborates Thomas. “We produce sprays, roll-ons, sticks, balms, and refills in our own factory – which gives us complete control over quality, formulation, and innovation. Very few natural deodorant brands can say that.” Salt of the Earth offers the widest range of natural deodorant formats and fragrances in the world, with over 13 scents across five formats, plus unscented options. The fragrances are deliberately not gendered, as research uncovered that plenty of women were using scents labelled “for men” and vice versa. “We thought: who are we to decide?” states Thomas. “Now, customers simply choose whichever scent they love.” The firm also pioneered refillable natural deodorants back in 2013 – long before refillable packaging became a mainstream conversation. These refill systems allow customers to reuse their containers up to seven times, reducing single-use plastic by up to 65%. As a Hampshire-based independent company, Salt of the Earth has been producing natural deodorant for over 30 years. What began as a small, intimate operation is now an internationally recognised brand – yet still run by the same people – just a family with a little obsession for making natural deodorants that work! We find out more from Thomas Laird. One of the biggest developments in the industry is that consumers are asking much more informed questions about ingredients, efficacy, sustainability, and certifications. Thomas sees this as a genuinely positive change as it rewards brands that are transparent and committed to doing things properly rather than those relying on vague claims. There has also been a surge in refillable and lower-impact packaging, which plays directly into the company’s long-standing focus on refill and reuse. “The main challenge is that the natural deodorant category is more competitive than ever, with large multinationals now launching their own natural lines alongside independent brands,” Thomas explains. “Natural products are also still sometimes judged against misconceptions about performance. We overcome that by staying focused on formulation quality, independent certification, and customer education rather than short-term marketing claims.” Having spent over three decades developing formulations that genuinely work, Salt of the Earth measures success through a combination of customer loyalty, the breadth of international reach (now 35 countries), independent recognition (over 75 industry awards to date), and the knowledge that it is doing things in a way everyone can be genuinely proud of. As a further key marker of its success, the company recently gained worldwide recognition in the Global Enterprise Awards where it came away with the prestigious title of Natural Deodorant Brand of the Year 2026 – UK. Over the next five years, Thomas and the team intend to continue pushing the natural deodorant category forward by demonstrating that natural personal care can be effective, scalable, and genuinely sustainable – without compromises. “Innovation for us is not about novelty for novelty’s sake; it is about making products better, improving our refill systems, expanding choice for customers, and continuing to raise standards across the board,” he states. “We are constantly iterating on formulations, testing new fragrance concepts, and exploring ways to reduce our environmental footprint further.” With further goals to deepen its international presence, continue investing in sustainable packaging innovation, and keep building a business that can last for generations, Salt of the Earth also intends to create meaningful employment locally in Hampshire, strengthen its UK manufacturing capabilities, and continue developing products that give more people confidence in making the switch to natural deodorants. Contact: Thomas Laird Company: Crystal Spring Consumer Division Ltd Web Address: www.saltoftheearthnatural.com AIM-Mar26019
RkJQdWJsaXNoZXIy MTUyMDQwMA==