Each & Every
Each & Every is a Cincinnati-based, privately-held body care brand founded in 2017 that sells EWG-verified, aluminum-free deodorants, body washes, mists, and candles positioned as fine fragrance body care to health- and ingredient-conscious US consumers via DTC e-commerce, Ulta Beauty, and Amazon.
- Company typePrivate
- Founded2017
- HeadquartersCincinnati, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Each & Every does
Each & Every is a Cincinnati-based, privately-held body care company founded in 2017 that formulates and sells aluminum-free personal care products positioned as fine fragrance body care. The core technology is a natural deodorant and body wash formulation system built around Dead Sea minerals (magnesium hydroxide, magnesium carbonate), antioxidant salts, tapioca starch, and 100% natural essential-oil-derived fragrances, with full EWG Verified clean-beauty certification, cruelty-free/vegan compliance, and recyclable packaging. The product portfolio spans natural fragrance deodorants in nine-plus scents plus limited editions, four-scent body washes, hair and body mists, and home fragrance candles, sold across multiple SKU formats including minis, best-seller 3-packs, build-your-own bundles, and the Want It All Kit.
The company operates a primarily direct-to-consumer business through eachandevery.com, supplemented by retail distribution at select Ulta Beauty stores and a third-party Amazon marketplace listing. Revenue mechanics blend one-time purchases with a Subscribe & Save subscription offering 15-16% discounts and customer-controlled delivery cadence, supported by the Conscious Club loyalty program and a $10 refer-a-friend incentive. Free shipping is provided on orders over $50 with a 30-day money-back guarantee on first purchases. The target customer is health- and ingredient-conscious consumers — particularly those seeking to transition from aluminum-based antiperspirants — as well as sensitive-skin buyers; the brand is US-only and ships domestically.
Operationally, the company operates with a 1-10 employee footprint, has no disclosed funding or institutional investors, and has scaled primarily through content-led acquisition (organic social on Instagram, Facebook, TikTok; educational blog "Required Reading"; Yotpo-powered reviews exceeding 40,000 verified entries), with a February 2025 brand relaunch repositioning the deodorant as a fine fragrance essential and a wave of 2025-2026 product line extensions into body wash, body mist, candles, and discovery sets.
Each & Every firmographics
Firmographics- Name
- Each & Every
- Legal name
- Each & Every Company
- Website
- https://eachandevery.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Each & Every is a Cincinnati-based, privately-held body care brand founded in 2017 that sells EWG-verified, aluminum-free deodorants, body washes, mists, and candles positioned as fine fragrance body care to health- and ingredient-conscious US consumers via DTC e-commerce, Ulta Beauty, and Amazon.
- Ownership category
- akta.pro rank
Each & Every industry classification
Industry- Product category
- Natural Personal Care Deodorants
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Deodorants & Antiperspirants (CRABADAB)
- akta.pro secondary industries
- Body Sprays & Mists (CRABADAC), Natural & Clean Fragrance (CRABADAG), Deodorants & Antiperspirants (CRADANAA), Intimate & Personal Hygiene Washes (CRABAEAF)
Keywords
Where Each & Every is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Each & Every business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchases of deodorants, body washes, body mists, candles, and bundled sets through e-commerce and retail channels. Individual products range from $12-$85.
- Subscription (Subscribe & Save): Recurring subscription model offering 15-16% discount on regular orders with customer-controlled delivery frequency (monthly to every 6 months). Provides predictable recurring revenue and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-Size Deodorant |
| Unit Pricing | Pay-as-you-go | Mini Deodorant |
| Unit Pricing | Pay-as-you-go | Deodorant 3-Pack |
| Unit Pricing | Pay-as-you-go | Mini Deodorant Discovery Set |
| Unit Pricing | Pay-as-you-go | Body Wash |
| Unit Pricing | Pay-as-you-go | Body Mist |
| Unit Pricing | Pay-as-you-go | Mini Body Wash Edit |
| Unit Pricing | Pay-as-you-go | Want It All Kit |
| Unit Pricing | Pay-as-you-go | Scented Candle |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Each & Every product offering
Product offeringCore offering
Each & Every sells 100 percent natural, aluminum-free deodorants in multiple essential-oil scents alongside a Natural Fragrance Body Wash collection, Hair and Body Mists, and a scented candle. The brand is positioned as fine fragrance body care, delivered through direct e-commerce, Ulta Beauty retail, and Amazon, with a Subscribe and Save subscription option and Conscious Club loyalty program.
Product overview
Each & Every is a body care brand offering aluminum-free natural deodorants, body washes, body mists, and candles positioned as fine fragrance products. The core product line centers on Natural Fragrance Deodorants available in nine+ scents (with limited editions), complemented by Body Washes in four scents and Hair & Body Mists in three scents. The portfolio includes various bundles (Best Sellers 3-Pack, Build Your Own 3-Pack, Mini Discovery Sets, Want It All Kit, Duo Sets, and Signature Sets), mini/travel sizes, and a Conscious Club rewards program. Products are sold through direct e-commerce, Amazon, and Ulta Beauty retail locations. The brand emphasizes 100% natural fragrance, EWG verification, cruelty-free/vegan formulations, and recyclable packaging.
Differentiator
Problem solved
Functional benefit
Products and services
- Natural Fragrance Deodorant Aluminum-free natural deodorant that provides 72-hour odor protection using Dead Sea minerals and antioxidant salts, scented exclusively with 100 percent natural essential oils. Sold in 2.5 oz (70 g) canisters at $22 ($18.70 with subscription), targeting individual consumers seeking clean, certified personal care.
- Mini Deodorant Travel-sized 0.8 oz (22.6 g) version of the Natural Fragrance Deodorant available in all existing scents for on-the-go use, gym, travel, or product discovery, priced at $12 per unit.
- Best Sellers 3-Pack Pre-selected bundle of three full-size deodorants featuring the top-selling scents (Sunday Morning, After Glow, Eternal Summer), priced at $56 ($46.66 with subscription).
- Build Your Own 3-Pack Customizable deodorant bundle allowing customers to select any three full-size deodorant scents, with subscription savings of 16 percent off.
- Mini Deodorant Discovery Set (4-Pack) Four mini deodorants in the most-loved scents (Coconut and Lime, Rose and Vanilla, Raspberry and Mandarin, Lavender and Lemon) priced at $36, designed for product discovery and gifting.
- Want It All Kit Complete collection of eight mini deodorants in all available scents plus a signature leather pouch, priced at $85, allowing customers to try every scent.
- Natural Fragrance Body Wash Body wash collection in four signature scents (Day Dream, After Glow, Sunday Morning, Eternal Summer) formulated with plant-based ceramides, moringa oil, lactic acid, shea butter, macadamia oil, and meadowfoam seed oil, priced at $32 per 490 mL bottle.
- The Mini Edit, Body Wash Four perfectly sized mini body washes in the most-loved scents (Day Dream, After Glow, Sunday Morning, Eternal Summer) priced at $40, for discovery, gifting, or travel.
- Hair and Body Mist 100 percent natural fragrance body and hair mist in three scents (After Glow, Eternal Summer, This Love) in 100 mL (3.4 FL OZ) bottles at $40 each, with a trio option at $108.
- Alone Time Natural Fragrance Candle 10 oz (283 g) natural fragrance candle in Cedar and Vanilla scent (Alone Time), featuring essential oils for home ambiance, priced at $50.
- Duo Sets Pre-matched bundles pairing Body Mist with matching Deodorant scent (After Glow, Eternal Summer, This Love, Alone Time) with savings of $6 to $12 off individual prices.
- Build Your Own Signature Set Customizable routine bundle allowing selection of one Deodorant, one Body Wash, and one Body Mist with 10 percent bundle discount, priced at $84.
- Apr\u00e8s Sea (Cucumber and Mediterranean Cypress) Limited-Edition Deodorant Limited-edition Cucumber and Mediterranean Cypress natural deodorant, fresh coastal fragrance profile with notes of citrus, juniper, cucumber, melon, Mediterranean cypress, and vetiver, supporting the fine fragrance repositioning strategy.
Quantifiable outcome
- 70 uses per 2.5 oz container (approximately 2 months of daily use)
- +2 more outcomes
Companies that use Each & Every
Customer profileSegments2 records
Ideal customer profiles2 records
Each & Every technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Each & Every partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Ulta BeautycoreUlta Beauty serves as retail distribution partner for Each & Every products, with select stores carrying the brand. The partnership represents key retail expansion beyond direct e-commerce, providing physical retail presence and access to Ulta's customer base.
- AmazonminorAmazon marketplace listing extends reach to Amazon's customer base and Prime delivery subscribers. Third-party distribution channel for broader e-commerce accessibility.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Each & Every competitors and assessment
Company assessmentBroad incumbents
- Dr. Bronner's: Dr. Bronner's is an established organic, fair-trade personal care brand with natural deodorants and body care sold across natural and mainstream retail. Comparable in natural-ingredient positioning, certifications, and brand storytelling approach.
- Tom's of Maine: Tom's of Maine (owned by Colgate-Palmolive) is a long-established natural personal care brand covering deodorant, toothpaste, and body care with mass-market retail distribution. It represents a major incumbent competing in the natural deodorant category Each & Every targets.
- Aesop: Aesop (owned by L'Oréal) is a premium personal care brand offering body, hair, and fragrance products with a fine-fragrance lifestyle positioning. Comparable as a higher-end benchmark for Each & Every's fine-fragrance body-care repositioning strategy.
Emerging players
- Kopari: Kopari is a clean beauty brand offering natural deodorants, body care, and skincare with similar aluminum-free positioning and D2C-plus-retail distribution. Comparable as a similarly sized emerging clean beauty competitor targeting overlapping demographics.
- Primally Pure: Primally Pure is a natural deodorant and skincare brand focused on non-toxic, aluminum-free formulations with strong D2C community and content marketing. Comparable as a similarly sized direct-to-consumer natural deodorant brand competing for the same clean-conscious consumer.
- Necessaire: Necessaire is a premium clean personal care brand with a multi-category body care portfolio (body wash, lotion, deodorant) sold via D2C and Sephora. Comparable as a similarly positioned premium body-care brand with overlapping product categories.
Direct peers
- Lume: Lume is a privately-held natural deodorant brand offering aluminum-free, baking-soda-free sticks and creams with strong D2C and growing retail presence, competing in the same sensitive-skin and clean-ingredient positioning as Each & Every.
- Salt of Earth: Salt of Earth is a natural crystal deodorant brand with similar aluminum-free, vegan positioning and D2C distribution, appealing to overlapping health-conscious and sensitive-skin consumer segments as Each & Every.
- Schmidt's Naturals: Schmidt's is a natural deodorant brand (owned by Henkel) with comparable aluminum-free, plant-based formulations and broad retail distribution. It competes head-to-head with Each & Every in the same clean deodorant shelf set at Ulta and other retailers.
- Native: Native is the leading natural aluminum-free deodorant brand in the US (owned by Procter & Gamble), offering a similar scent-driven, baking-soda-free product portfolio across D2C and mass retail. It is the most direct competitive benchmark for Each & Every.
Market position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Each & Every social profiles
Digital presenceEach & Every compliance and trust
Trust signalCompliance3 records
Each & Every financial estimates
Financial estimateRevenue estimate
Valuation estimate
Each & Every leadership team
Management profileNumber of profiles
Profiles1 record
Each & Every funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Each & Every M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Each & Every
What does Each & Every do?
Each & Every sells 100 percent natural, aluminum-free deodorants in multiple essential-oil scents alongside a Natural Fragrance Body Wash collection, Hair and Body Mists, and a scented candle. The brand is positioned as fine fragrance body care, delivered through direct e-commerce, Ulta Beauty retail, and Amazon, with a Subscribe and Save subscription option and Conscious Club loyalty program.
Is Each & Every a public or private company?
Each & Every is a private company. It is classified as unknown and is currently operating.
When was Each & Every founded?
Each & Every was founded in 2017. It employs 1 to 10 people.
Where is Each & Every based?
Each & Every is headquartered in Cincinnati, United States, in the North America region.
How does Each & Every make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Subscribe & Save).
Who are Each & Every's main competitors?
Broad incumbents on record are Dr. Bronner's, Tom's of Maine and Aesop. Emerging players are Kopari, Primally Pure and Necessaire. Direct peers are Lume, Salt of Earth, Schmidt's Naturals and Native.
Does Each & Every have an API?
No public API is recorded for Each & Every.
What industry is Each & Every in?
Each & Every's product category is Natural Personal Care Deodorants. Its primary akta.pro industry code is CRABADAB, Deodorants & Antiperspirants, with a secondary code of CRABADAC, Body Sprays & Mists. Its NAICS code is 456120 and its SIC code is 2844.