When Lisa Raciti, now KIND-LY CEO, discovered the need for a truly effective, all-natural deodorant in the Australian market, she set about creating one herself. After road-testing her formulas on a multitude of willing humans, including firefighters, tradesmen, gardeners, breast-feeding mums and gym-junkies during a hot, sweaty, Brisbane summer, she knew she'd hit upon the right mix when it generated rave reviews.

With its deodorant made from only skin-friendly, natural and organic ingredients, this Australian company believes natural is the new normal rather than just an alternative.