Our Story

The Salt of the Earth story

From Kitchen Chemists to Natural Deodorant Pioneers

Years in Business

Awards Won

0M+

Deodorants Sold

Scroll to explore our journey

Crystal Spring natural deodorant graphic retro 93 launch

It all began in 1993 with just one crystal

In 1993, "Crystal Spring Natural Body Deodorant" appeared on the UK market – at a time when suggesting natural deodorant to someone would likely get you a raised eyebrow and a polite step backward. Twelve years later, Sally Laird spotted this plucky little two-product company and thought, "I fancy a challenge," and bought it in 2005.

Operations began from Sally's home, which meant business meetings sometimes had to compete with everyday household happenings. Glamorous it was not, but it gave us the flexibility to grow at our own pace.

Salt of the Earth team Sally natural mineral crystal hand

Salt of the Earth amber sandalwood deodorant stick refillable lifestyle

"Natural" comes naturally to us

Sally has always had a passion for complementary health and natural therapies. Thomas and his sister were brought up on home-grown kitchen kombucha and kefir long before they became trendy café offerings. Having been using crystal deodorants herself, Sally was keen to increase their appeal and make natural deodorants more accessible to everyone. This love for all things natural was passed down to Thomas, who's also a big fan of natural solutions.

Creating effective natural alternatives to everyday deodorants isn't just our business – it's why we're in business. Being 100% natural is not the easiest or cheapest route, but it's always been important to us – it's simply who we are. We believe everyone deserves freedom of choice in how they care for their bodies, which is why we've developed the widest range of natural deodorant formats and fragrances in the world. Whether you like sprays, roll-ons, balms, sticks or crystals, we've got you covered, naturally.

Salt of the Earth founder family team photo natural deodorants range

Family reinforcements arrive

Thomas joined in 2006 after completing his business studies degree. When he discovered just how effective the natural deodorant was, he knew this was something special worth building on. With Holland & Barrett and A.Vogel in Scotland already on board as stockists, we had just enough to feel like a proper business – albeit one with a "warehouse" that's actually a spare bedroom.

A Natural Evolution

By 2007 things were getting interesting – Thomas was keen to refresh the brand and expand, while Sally was thinking about stepping back from day-to-day operations. We worked out a natural split: Thomas took on the day-to-day running as MD, while Sally handled the finances and stock control. The simplest ideas are usually the best, especially when they let everyone play to their strengths.

Salt of the Earth natural deodorant range travel stick spray classic

The world's worst (or best?) timed rebrand

In 2008, with the business growing, we decided it was time for a rebrand that reflected our new and expanding range – and so Crystal Spring became Salt of the Earth. Yes, we managed to time this perfectly with the global financial crisis – because nothing says "business genius" like launching your shiny new identity just as the economy decides to have a lie down!

Despite our spectacular timing, the world loved it! The opportunity for growth was clearly there and the rebrand was extremely successful. We soon had to expand into a bigger warehouse and invest in some professional equipment (goodbye spare bedroom, hello actual shelves!).

Behind the Scenes

The good old deodorant shower days

We started making our spray deodorants in the kitchen, carefully timing production around meal preparations. By 2015, we'd somehow convinced ourselves (and a bank) that we needed proper equipment. Our first production vessel arrived without plugs, instructions, or any hint of how to operate it.

There followed several weeks of what we affectionately call "The Good Old Deodorant Shower Days," where we learned that buttons should be pressed cautiously and standing positions chosen strategically. Many perfectly good outfits were sacrificed in the name of progress.

Salt of the Earth warehouse Thomas Laird forklift behind scenes UK

Salt of the Earth natural deodorant manufacturing equipment factory UK

Salt of the Earth deodorant labelling machine production line UK

Our quest for freshness

We're a little obsessed with making natural deodorants that actually work – even during life's sweatiest moments! Our formulations are a force of nature that work with your body's natural process to stop BO in its tracks. It's taken years of development (and countless willing testers) to perfect, but the result is natural protection you can trust. So how does it work?

Odour-Busting Ingredients

Our formulations use powerful natural minerals like magnesium and mineral citrate that neutralize odour-causing bacteria without blocking your pores.

Salt of the Earth soothing extracts aloe rosemary coconut shea oils

We also harness the power of soothing botanical extracts including aloe vera, rosemary, coconut oil, and shea butter to nourish and protect your skin.

Innovation

The refill trailblazers

Did you know we were one of the first companies to offer deodorant refills? Our spray refill launched in 2013 as a crazy experiment, and today we have over 20 different refill options. Our newest creation is the revolutionary refill pouch which you can see in the background.

Salt of the Earth natural deodorant team photo HQ building UK

A not-so-corporate structure

Today, we're still a family-owned, independent company. No venture capitalists, no corporate overlords – just a family with a little obsession for making natural deodorants that work. Sally has fully stepped back now, and her knowledge and guidance has been replaced (as technology has improved) by a chat bot we affectionately call "Chat Mum GPT"*. Stuart (Thomas's dad) continues to offer guidance, while Thomas leads our team day-to-day.

Speaking of our team – we're really happy to have grown our business with a fantastic group of people who share our values. We've worked hard to create a positive culture and we do our best to be a great place to work. After all, happy people make better deodorant (we haven't scientifically proven this, but we're pretty confident it's true).

(*this is just a joke, Sally is irreplaceable!).

Salt of the Earth deodorant factory team member Thomas production line UK

From Home Kitchen to Hampshire HQ

We now operate from a 16,000 sq ft warehouse in Chandlers Ford, Hampshire. It's where we manufacture nearly all our deodorants (except the crystals), develop new products, and have enough storage space that no one has to keep boxes in their spare bedroom anymore – which we consider tremendous progress.

All the machines in our factory run on electricity from renewable sources, and our COSMOS Natural certification means we're held to strict standards for environmental impact throughout our supply chain.

Our certification requires us to use biodegradable cleaning products in our manufacturing facilities, minimise waste, and constantly review our packaging to reduce environmental impact. It's not always the easiest way to operate, but we wouldn't have it any other way.

Salt of the Earth King's Award Enterprise 2025 International Trade UK

2025

Organic & Natural Business Product Awards

Amber & Sandalwood Refillable Roll-On

2025

European Natural Beauty Awards

Ocean & Coconut Spray & Refill

2024

Best New Vegan Beauty Product

Spiced Gingerbread Deodorant Spray

2024

Salt of the Earth melon cucumber deodorant refill lifestyle beach UK

What's next?

We're building a company that could last for generations. We want to keep spreading the word, continue innovating effective natural products, and provide meaningful employment for our local community. While other brands might be building to sell, we're in it for the long haul.

We're still the same family company at heart – just with (slightly) more professional equipment and (significantly) fewer kitchen splashes. We might not be corporate giants, but we're rather proud of our little corner of the deodorant world.

— Thomas, Sally, Stuart and the Salt of the Earth team

Frequently asked questions

Salt of the Earth is a family-owned, independent UK company and a trading brand of Crystal Spring Consumer Division Ltd. Sally Laird bought the business in 2005, and her son Thomas has been Managing Director since 2008. There are no outside investors. You can read the full ownership story on our blog.

Our sprays, roll-ons, sticks and balms are made at our own factory in Chandlers Ford, Hampshire, UK. The exception is our crystal deodorants, which are made from potassium alum in China. You can read more about how we make our products on our sustainability page.

The business began in 1993 as Crystal Spring Natural Body Deodorant and was renamed Salt of the Earth in 2008, so we have been making natural deodorants for more than 30 years. Meet the product that started it all: the classic deodorant crystal.

We have won 82 industry awards, including the King's Award for Enterprise for International Trade 2025 and for Sustainable Development 2026. You can browse the full list on our awards page, or read the story behind our award-winning natural deodorants.

The Salt of the Earth story

It all began in 1993 with just one crystal

"Natural" comes naturally to us

Family reinforcements arrive

A Natural Evolution

The world's worst (or best?) timed rebrand

The good old deodorant shower days

Our quest for freshness

Odour-Busting Ingredients

The refill trailblazers

A not-so-corporate structure

From Home Kitchen to Hampshire HQ

Quietly getting on with it

82 awards and counting!

The King's Award for Enterprise for Sustainable Development 2026

The King's Award for Enterprise, International Trade 2025

Global Health & Pharma 2026 Global Excellence Awards: 2026's Leading Natural Deodorant Brand

Your Healthy Living Platinum Award

Natural Health & Beauty Awards

Best New Product

Best British Product

Vegan Products

Your Healthy Living 2023

Best Bodycare

Bronze in the Deodorant Category of the Free From Skincare Awards

Natural Pharmacy Business Product Awards

Natural Pharmacy Business, Best Body Care & Beauty 2020

Natural Pharmacy Business, Best Body Care & Beauty 2019

Natural Pharmacy Business, Best Personal / Body Care 2018

Natural Pharmacy Business, Best Personal Body Care 2016

Free From Skincare Awards

Veggie Awards 2026

Veggie Awards 2026

Best Personal Care

Best Personal Care

Vegan Food & Living Awards 2026

Janey Lee Grace Awards

European Natural Beauty Awards

European Natural Beauty Awards

European Natural Beauty Awards

Natural Deodorant

Organic & Natural Business Product Awards

European Natural Beauty Awards

Best New Vegan Beauty Product

The King's Award for Enterprise for Sustainable Development 2026

The King's Award for Enterprise, International Trade 2025

Global Health & Pharma 2026 Global Excellence Awards: 2026's Leading Natural Deodorant Brand

Your Healthy Living Platinum Award

Natural Health & Beauty Awards

Best New Product

Best British Product

Vegan Products

Your Healthy Living 2023

Best Bodycare

Bronze in the Deodorant Category of the Free From Skincare Awards

Natural Pharmacy Business Product Awards

Natural Pharmacy Business, Best Body Care & Beauty 2020

Natural Pharmacy Business, Best Body Care & Beauty 2019

Natural Pharmacy Business, Best Personal / Body Care 2018

Natural Pharmacy Business, Best Personal Body Care 2016

Free From Skincare Awards

Veggie Awards 2026

Veggie Awards 2026

Best Personal Care

Best Personal Care

Vegan Food & Living Awards 2026

Janey Lee Grace Awards

European Natural Beauty Awards

European Natural Beauty Awards

European Natural Beauty Awards

Natural Deodorant

Organic & Natural Business Product Awards

European Natural Beauty Awards

Best New Vegan Beauty Product

What's next?

Frequently asked questions

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