Axe

Find a product on your body 23 hours a day that you can't pronounce the ingredients of

Moiz's insight for Native came from flipping over an Axe stick and realizing he, an attorney, couldn't pronounce a single ingredient on a product that stays on his body nearly all day for decades. A pregnant sister worried about chemicals made it a real enough problem to solve.

“I flip over my deodorant and I can't pronounce a single ingredient on the back of that thing. Other than the word aluminum. And, you know, I've been seeing this problem for the last 4 years since I've been buying the deodorant from Duane Reade. And, you know, I'm an attorney. I'm not a dumb guy. I know how to read English, and I cannot pronounce a single one of these words.”

Steal thisLook for everyday products people keep on or in their body but can't read the label of — that's a wedge for a cleaner-ingredient brand.