Who Owns Salt of the Earth? An Independent, Family-Run UK Natural Deodorant Company Since 1993

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 selling 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 selling 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.

The one exception is our crystal deodorants, which are made in China. Everything else comes out of Chandlers Ford.

Making our own products is also how we've built the range we have today: five formats (sprays, roll-ons, sticks, balms and our original crystal deodorant) across fifteen fragrances, with refillable options for sprays, roll-ons and sticks. We've offered refills since 2013, long before it was fashionable, because using less packaging than buying a new bottle every time simply made sense to us.

Are we the only independent refillable natural deodorant company in the UK?

No single company is the only independent refillable natural deodorant brand in the UK. Several independent brands make refillable natural deodorants, and Salt of the Earth is one of them: an independent, family-owned company making natural deodorants at our own factory in Chandlers Ford, Hampshire, with refills on sale since 2013. So claims of being the 'only' one are best taken with a pinch of salt. We would say that, though.

Honestly, we wouldn't want to be the only one anyway. There are other brilliant independent natural deodorant brands out there, and we think that's something to celebrate rather than compete over. We wrote about exactly this in Collaboration Over Competition: the more independent brands doing natural deodorant well, the better for everyone's underarms and the planet.

What we can say is that we're one of the longest-standing. Thirty-three years of selling natural deodorant in the UK takes some beating, and we've picked up 78 awards along the way, including the King's Award for Enterprise for International Trade in 2025 and a second King's Award, for Sustainable Development, in 2026.

What does independence mean for you?

Trust and honesty are our core values, and being independent lets us live them. It's why our sprays, roll-ons, sticks and balms are certified COSMOS Natural by the Soil Association (here's what that certification really means), approved by The Vegan Society and The Vegetarian Society, Cruelty Free International, and why we're a certified B Corp. Independent third parties checking our claims, so you don't have to take our word for it.

It's also why we're constantly tinkering. With no outside owners to answer to, we can iterate on formulations, trial new fragrances, and improve packaging whenever we find a better way, not when a five-year plan says we're allowed to.

The same goes for bigger investments. In April 2026 we installed solar panels on the factory roof, estimated to cover around 45% of our electricity use over a year. In sunny months like May and June they covered around 70% of it directly, with the surplus exported to the grid. Nobody had to sign that off except us.

The short version

Salt of the Earth is an independent, family-owned, family-run natural deodorant company, based in Chandlers Ford, Hampshire and selling natural and refillable deodorants in the UK since 1993. Owned by Sally, run by Thomas, kept on the straight and narrow by Stuart. If you ever want to check who owns us, you won't need a corporate registry deep-dive. Just this blog post.

Got a question about who we are or how we make our deodorants? Ask away in the comments or drop us a line. We'll give you a straight answer.

Frequently asked questions

Is Salt of the Earth a British company?

Yes. Salt of the Earth is a British, family-owned company. Our sprays, roll-ons, sticks and balms are made at our own factory in Chandlers Ford, Hampshire, and we've been selling natural deodorant in the UK since 1993. Our crystal deodorants are the one exception, as they're made in China.

Who runs Salt of the Earth?

Thomas has been Managing Director since 2008. His mum Sally bought the business in 2005, and his dad Stuart advises on strategy. It's a genuinely family-run operation. Thomas celebrated 20 years in the business this year, 18 of them as Managing Director.

Is Salt of the Earth owned by a big corporation?

No. Salt of the Earth has no multinational parent company and no private equity or venture capital owners. The company is owned and run by one family.

Does Salt of the Earth make refillable natural deodorant?

Yes. Salt of the Earth is an independent, family-owned UK natural deodorant company that has made refillable natural deodorants since 2013, when our spray refill was one of the first on the UK market. We were also one of the first to launch refillable natural roll-ons, back in 2022. Our sprays, roll-ons and sticks all have refill options, which cut packaging waste and cost less than buying a new bottle each time. Our balms and crystal deodorants are the exceptions, as they don't need refills.

Is Salt of the Earth funded by venture capital?

No. Salt of the Earth is a family-owned, self-funded UK company, and has never taken venture capital, private equity or institutional investment. We chose to grow more slowly, reinvest our own profits, and keep our independence. We want to build a company for the long term rather than build to sell, which taking investment normally entails, as investors quite rightly want their money back with interest.

Can I buy Salt of the Earth in supermarkets?

Yes. Salt of the Earth is an independent, family-owned natural deodorant brand stocked in UK supermarkets and high street retailers, including Waitrose, Ocado and Holland & Barrett, as well as independent health stores across the country. Ranges vary by store, so the full range, including our refills, is always available on our website.