20 April 2025

Salt of the Earth Natural Deodorant Featured on Channel 4's "What's the Big Deal"

By Thomas Laird

Thomas Laird, MD of Salt of the Earth, holding Ocean & Coconut natural deodorant spray at the end of production line

Salt of the Earth Featured on Channel 4's "What's the Big Deal: Britain's Best Buys?"

Did you catch us on Friday night's episode of "What's the Big Deal: Britain's Best Buys?" on Channel 4? We were thrilled to be featured in this consumer show that helps families discover whether trending products are worth their money!

Salt of the Earth on TV

We had the pleasure of welcoming EastEnders star Natalie Cassidy to our factory where she helped us make our natural deodorants. Our Managing Director, Thomas Laird, appeared as one of the experts on the show, talking about the benefits of natural deodorants.

You may also have seen that our popular Ocean & Coconut Spray was on the production line.

Natural Deodorants Put to the Test

During the show, three families tested different natural deodorants (though not our Salt of the Earth products): one family used Moo Goo roll-on, another tried Lucy Bee deodorant balm, and the third tested Bulldog deodorant spray.

Try This Product

Ocean & Coconut Natural Roll-On Deodorant

Introducing Salt of the Earth's Ocean & Coconut Deodorant Roll-On, a fresh blend of oceanic notes with hints of melon, citrus, and coconut. Crafted with 100% natural origin ingredients, including soothing aloe vera, it helps to protect against body odour. Comfortably Dry. Naturally Fresh - Potassium Alum offers a mild astringent feel for drier underarms, while Sodium Lactate helps absorb moisture. A soft parfum harmonises with your natural scent for a fresher aroma. Please be aware this is not part of our refillable range! Ingredients: Aqua, Potassium Alum, Magnesium Chloride, Glycerine, Propanediol, Triethyl Citrate, Aloe Barbadensis Leaf Juice**, Polyglyceryl-10-Laurate, Xanthan Gum, Fragrance (Parfum)*, Sodium Bicarbonate, Galactoarabinan, Sodium Anisate, Citric acid. *Benzyl Salicylate, *Amyl Cinnamal, *Geraniol, *Linalool, *Coumarin, *Citronellol, Limonene, Eugenol, Citral, Cinnamyl Alcohol, Farnesol. *From natural botanical extracts and essential oils. **Organically grown. How To Use: Apply to clean dry underarms. Size: 75ml Format: Roll On Deodorant Manufactured in: UK

£6.99Shop Now

The investigation continued at Southampton University, where Natalie participated in a fascinating smell test comparing traditional antiperspirants with natural deodorants.

The Ultimate Sweat Test

For a hands-on demonstration, Natalie Cassidy gamely cycled on an exercise bike to work up a sweat, with an antiperspirant applied to one armpit and Wild natural deodorant to the other. The results? When participants sniffed her armpits (yes, really!), neither side had an unpleasant odour. However, two people preferred the antiperspirant side because it was more heavily perfumed, while one preferred the natural deodorant armpit, describing it as having a pleasant, sweet smell.

The conclusion drawn from the tests was that natural deodorants are ideal for those seeking more environmentally considerate products, while antiperspirants might be better suited for those who specifically want to prevent sweating.

Of the three families who tested natural deodorants, two said they would purchase them again, while one decided they weren't the right choice for their needs.

Our Takeaways

We were absolutely delighted to have been featured on the programme and to contribute to this important consumer conversation.

If you missed the show and want to see us in action, you can catch Season 1, Episode 3 of "What's the Big Deal: Britain's Best Buys?" on Channel 4's streaming service.

Have you tried natural deodorants yet? We'd love to hear about your experiences in the comments below!

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2 Pack - Ocean & Coconut Natural Roll-On Deodorant

Introducing Salt of the Earth's Ocean & Coconut Deodorant Roll-On, a fresh blend of oceanic notes with hints of melon, citrus, and coconut. Crafted with 100% natural origin ingredients, including soothing aloe vera, it provides reliable protection against body odour. Now with a natural moisturising factor for enhanced hydration, quicker drying, and reliable protection against body odour. Please be aware this is not part of our refillable range! Independent Health Stores Independent Pharmacies Ingredients: Aqua, Potassium Alum, Magnesium Chloride, Glycerine, Propanediol, Triethyl Citrate, Aloe Barbadensis Leaf Juice**, Polyglyceryl-10-Laurate, Xanthan Gum, Fragrance (Parfum)*, Sodium Bicarbonate, Galactoarabinan, Sodium Anisate, Citric acid. *Benzyl Salicylate, *Amyl Cinnamal, *Geraniol, *Linalool, *Coumarin, *Citronellol, Limonene, Eugenol, Citral, Cinnamyl Alcohol, Farnesol. *From natural botanical extracts and essential oils. **Organically grown. How To Use: Apply to clean dry underarms. Size: 75ml Ingredients We Don't Use: Aluminium Chlorohydrate, Triclosan, Parabens. Format: Roll On Deodorant Manufactured in: UK

£12.58Shop Now

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Ocean & Coconut Natural Deodorant Stick

Enjoy freshness with Salt of the Earth’s Ocean & Coconut natural deodorant stick. This carefully crafted fragrance opens with tropical coconut and juicy melon, followed by delicate floral notes of violet and jasmine. A warm base of vanilla and coumarin adds a soft, comforting finish—bringing a fresh and uplifting scent with every use. Made with 100% natural origin ingredients, this deodorant helps protect against body odour naturally. The refillable design helps reduce single-use plastic reliance—simply swap in a 75g deodorant stick refill when needed. Plus, the natural origin deo formula contains known moisturising ingredients like shea butter and coconut oil to help ensure a smooth application.

£11.49Shop Now

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2 Pack - Lavender & Vanilla Natural Roll-On Deodorant

Scented with a balanced blend of lavender, vanilla, and botanical extracts, Salt of the Earth's Lavender & Vanilla Deodorant Roll-On provides reliable protection against body odour. Crafted from 100% natural origin ingredients, including comforting aloe vera and magnesium, it ensures gentle care for your skin. Now with a natural moisturising factor for enhanced hydration, quicker drying, and reliable protection against body odour. Please be aware this is not part of our refillable range! Independent Health Stores Independent Pharmacies Ingredients: Aqua, Potassium Alum, Magnesium Chloride, Glycerine, Propanediol, Triethyl Citrate, Aloe Barbadensis Leaf Juice**, Polyglyceryl-10-Laurate, Xanthan Gum, Fragrance (Parfum*), Sodium Bicarbonate, Galactoarabinan, Sodium Anisate, Citric acid. *Linalool, *Limonene, *Geraniol, *Citronellol, *Citral, *Eugenol, *Benzyl Benzoate, *Farnesol *From natural botanical extracts and essential oils. **Organically grown. How To Use: Apply to clean dry underarms. Size: 75ml Ingredients We Don't Use: Aluminium Chlorohydrate, Triclosan, Parabens. Format: Roll On Deodorant Manufactured in: UK

£12.58Shop Now

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The investigation continued at Southampton University, where Natalie participated in a fascinating smell test comparing traditional antiperspirants with natural deodorants.

The Ultimate Sweat Test

Of the three families who tested natural deodorants, two said they would purchase them again, while one decided they weren't the right choice for their needs.

Our Takeaways

We were absolutely delighted to have been featured on the programme and to contribute to this important consumer conversation.

If you missed the show and want to see us in action, you can catch Season 1, Episode 3 of "What's the Big Deal: Britain's Best Buys?" on Channel 4's streaming service.

Have you tried natural deodorants yet? We'd love to hear about your experiences in the comments below!