Dick Filippini

The Native deodorant 'sniff test': run a mile, smell each other's armpits

Ali and his brother built Native (later sold to P&G) by buying deodorants off Etsy, applying them under each armpit, running a mile, then smelling each other to find the one that actually worked.

“So we put some of the deodorant that we bought from Etsy under each of our armpits. We go run a mile and then we sniff each other's armpit. To see, is this deodorant actually good? Highly scientific. It's totally unscientific, but also very effective. Effective. And we eliminate all these terrible deodorants from Etsy that are not effective, and we find one that works.”