Who Owns Salt of the Earth? An Independent, Family-Run UK Natural Deodorant Company Since 1993
By Salt of the Earth
Every so often, a question pops up that we're genuinely delighted to answer: who owns Salt of the Earth? The answer is refreshingly simple: we do. No conglomerate, no private equity firm, no mysterious holding company registered somewhere sunny. Just one family, one factory in Hampshire, and a slightly unhealthy obsession with armpits that goes back to 1993.
With plenty of chatter in the natural deodorant world lately about who is and isn't "independent", we thought it was time to lay out our story properly, receipts and all.
Who owns Salt of the Earth?
Salt of the Earth is owned and run by one family. Sally bought the business in 2005, her son Thomas has run it as Managing Director since 2008, and Sally's husband Stuart advises on strategy. The brand itself has been making natural deodorant in the UK since 1993. Yes, our entire corporate structure fits comfortably around one dinner table. The closest we get to a shareholders' meeting is Sunday lunch, and the AGM minutes usually involve gravy.
Being a family-run natural deodorant company means we answer to our customers, not to quarterly shareholder targets. When we improve a formula, launch a new fragrance, or invest in better packaging, it's because we believe it's the right thing to do, and we're the only ones we need to convince.
What does an independent deodorant company actually mean?
"Independent" gets thrown around a lot in marketing, so here's what it means in practice for us:
- No multinational parent company. Salt of the Earth isn't a "natural" sub-brand quietly owned by a personal care giant.
- No venture capital or private equity ownership. Nobody in a distant boardroom is steering our decisions towards a quick exit.
- Family-owned and family-run. The people who own the company are the same people who turn up to the factory.
- Investing for the long term. We've been making natural deodorant for 33 years and we plan to be here for at least 33 more.
That independence shapes everything: what goes in our formulations, how we package them, and how we treat the people who make them.
Made in the UK, in our own factory
Our natural deodorant sprays, roll-ons, sticks and balms are all made at our own factory in Chandlers Ford, Hampshire. Not "designed in the UK, made somewhere else", but actually made here, by our own team. We're proud members of the Living Wage Foundation, too, because independence shouldn't just benefit the owners.
