Salt of the Earth

Salt of the Earth is a family-owned British manufacturer of natural deodorants, based in Chandlers Ford, Hampshire. The company traces its origins to 1993, when a single product called Crystal Spring Natural Body Deodorant launched on the UK market [2]. Salt of the Earth remains independently owned and actively trading, selling to more than 35 countries and reporting over 10 million deodorants sold worldwide [1].

The company positions itself around effective, plant-derived alternatives to conventional deodorants and antiperspirants, and describes its formulations as being of 100% natural origin. It manufactures most of its range at its own Hampshire factory.

The business began as Crystal Spring, a small company selling a crystal deodorant based on potassium alum, a naturally occurring mineral salt. Sally Laird acquired the two-product company in 2005 and initially ran it from her home [2]. Her son Thomas Laird joined in 2006 after completing a business degree and later became managing director.

In 2008, during the financial crisis, the company rebranded from Crystal Spring to Salt of the Earth and began expanding its range beyond crystal deodorants [2]. A UK green-living retailer, Natural Collection, describes the same trajectory, from early production in what it calls "a tea urn in the family kitchen" to a purpose-built factory in Chandlers Ford [8]. The original crystal product is now sold as the Salt of the Earth Classic and, according to that account, remains a bestseller.

Much of the company's development has centred on refillable packaging. It introduced a refillable spray system in 2013, followed by refillable stick deodorants in 2021 and a refillable roll-on system in 2022. The brand states that its 2025 mono-material refill pouches save approximately 85% plastic compared with buying individual bottles, and that refills have saved the equivalent of around 2.3 million bottles.

The company reports having sold more than 10 million deodorants and, on its own count, won 77 awards between 2013 and 2026 [6].

Salt of the Earth is independently owned by the Laird family, with no venture-capital backing. It lists no parent company; a Dublin-based firm, MSL Solution Providers, acts only as the brand's EU regulatory representative rather than an owner. The company frames its independence as deliberate, describing itself as a long-term business "not designed for acquisition." It employs roughly 25 people.

The company summarises its purpose in the line, "Creating effective natural alternatives to everyday deodorants isn't just our business – it's why we're in business," and states that "everyone deserves freedom of choice in how they care for their bodies." It claims to offer the widest range of natural deodorant formats and fragrances in the world. Its stated values centre on natural formulations, environmental responsibility, family ownership and local employment, including accreditation from the Living Wage Foundation.

Salt of the Earth makes deodorants in several formats: crystal, spray, roll-on, stick and balm, across a range of fragrances such as Ocean & Coconut, Lavender & Vanilla and Melon & Cucumber, alongside unscented options and a children's collection. The active ingredient across the crystal products is potassium alum, which the company distinguishes from the synthetic aluminium chlorohydrate used in conventional antiperspirants. Other listed ingredients include tea tree oil, coconut oil, aloe vera, shea butter and arrowroot.

The Ocean & Coconut Spray is among the brand's most recognised products and has featured repeatedly in awards. The range holds several third-party certifications: COSMOS Natural (certified by the Soil Association), Vegan Society registration, and Leaping Bunny approval through Cruelty Free International. In March 2025 the company became a certified B Corporation, reporting an impact score of 81.8 [3].

Manufacturing is split by product type. Sprays, roll-ons, sticks and balms are produced at the Hampshire facility, which the company says runs on renewable electricity backed by REGO certificates and a rooftop solar array. The crystal deodorants are the exception and are produced outside the UK, a point stated both on the company's sustainability page and by the Natural Collection blog [8]. The factory is described as producing about 85% of the brand's products.

Salt of the Earth's products have been recognised across UK natural-beauty and green-living awards. Its Ocean & Coconut Spray was named Best Deodorant at the Marie Claire Beauty Awards 2024 [9]. In 2025 the company received The King's Award for Enterprise for International Trade, and in 2026 The King's Award for Enterprise for Sustainable Development [6]. Other honours include a Best Natural Deodorant award from Top Santé and repeated wins at the Veggie Awards and European Natural Beauty Awards.

The company is active. Its most recent recorded activity includes eight awards listed for 2026, the 2026 King's Award for Sustainable Development, and its B Corp certification obtained in March 2025 [6]. It continues to manufacture in Hampshire and to distribute internationally, and is sold in Norway among other markets.