No Pong

What No Pong does

No Pong is an Australian natural personal care company that designs, manufactures, and sells natural deodorants under the brand name No Pong. Founded in 2015 by Chris Caley and Melanie McVean from a suburban Sydney kitchen, the company produces cream-based deodorants in three formulations — Original (bicarb-based with sodium bicarbonate), Vegan Low Bicarb (without beeswax), and Bicarb Free (magnesium hydroxide and diatomaceous earth base) — packaged in plastic-free, recyclable tinplate tins in 35g and 85g sizes. The portfolio spans multiple scent variants plus the premium Midnight Range sub-brand launched in July 2025, with products clinically tested for 24-hour odour reduction.

The business operates a direct-to-consumer e-commerce channel at nopong.com.au as the primary revenue stream, augmented by a Monthly Club subscription and a referral loyalty program. Wholesale distribution extends through Woolworths (Australia's largest supermarket chain), hundreds of independent Australian pharmacies and health-food stockists, and physical retailers across New Zealand, Singapore, the UK, Indonesia, Vanuatu, and Seychelles. Marketing is concentrated on social media (TikTok 740k, Instagram 143k, Facebook 104k followers), PR coverage in major Australian outlets, content marketing, community events, and charity-linked promotions.

Order fulfillment runs from a self-operated warehouse in Ingleburn, NSW (opened early 2024) with Australia Post handling shipping. No Pong is privately held and bootstrapped by the founders, with no external funding rounds disclosed. The company has sold more than 7 million tins to over 350,000 customers, won multiple Clean & Conscious and Nourished Life Awards (2021-2025), achieved Carbon Neutrality certification for FY23-FY24, and contributed over $240,000 to charitable causes including Beyond Blue and breast cancer support organizations.

Name

No Pong

Legal name

No Pong Natural Products Pty Ltd

Website

https://nopong.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

No Pong is an Australian natural deodorant brand that formulates and sells bicarb-based, vegan, and bicarb-free cream deodorants in plastic-free tinplate tins, primarily direct-to-consumer via nopong.com.au and through Woolworths plus hundreds of independent stockists across Australia and six international markets.

Ownership category

akta.pro rank

Product category

Natural Personal Care Deodorants

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Deodorants & Antiperspirants (CRADANAA)

akta.pro secondary industry

Deodorants & Antiperspirants (CRABADAB)

Keywords

• Natural deodorant products
• Aluminium-free deodorants
• Vegan personal care
• Plastic-free deodorant tins
• Essential oil deodorants

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through nopong.com.au selling products directly to consumers at retail prices, with options for one-time purchases or subscription (Monthly Club)
2. Wholesale/Retail Distribution: Wholesale supply to retail stockists including pharmacies, health food stores, and major retailer Woolworths, with MOQ of 24 units

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

No Pong manufactures and sells natural, aluminium-free, plastic-free deodorants in reusable tinplate tins, offered in three clinically tested formulas (Original bicarb-based, Bicarb-Free magnesium hydroxide, and Vegan Low-Bicarb) with proprietary essential oil blends. The brand sells direct-to-consumer via nopong.com.au and through wholesale retail stockists including Woolworths, pharmacies, and health food stores across Australia and internationally.

Product overview

No Pong is an Australian natural deodorant brand founded in 2015, offering cream-based natural deodorants in two tin sizes (35g and 85g). The product portfolio spans three distinct formulas: Original (bicarb-based with sodium bicarbonate), Bicarb Free (magnesium hydroxide and diatomaceous earth for bicarb-sensitive users), and Vegan Low Bicarb (bee-wax-free with shea butter and botanical waxes). The range includes standard scent options (Original, Luscious Lime, Cool Lavender, Flower Power, Enchanted Forest, Fragrance Free) and the Midnight Range sub-brand in sleek black tins (The OG, Lime Legend, Beach Shackin', Midnight Jazz). All products are plastic-free and aluminium-free in tinplate packaging, clinically tested for 24-hour effectiveness, and sold primarily through the official online store, Australian retail stockists including Woolworths, and international stockists across New Zealand, Singapore, the UK, and other markets. The company has also introduced Re-Use Stickers as a sustainability-focused accessory.

Differentiator

Problem solved

Functional benefit

Brands

• Midnight Range: A sleek black tin collection featuring the same formulas in premium packaging - includes The OG, Lime Legend, Beach Shackin', and Midnight Jazz variants.
• Original Range
• Vegan Range
• Bicarb Free Range

Products and services

• No Pong Original (Bicarb-Based) Flagship bicarb-based natural deodorant using sodium bicarbonate in a coconut oil, beeswax, and corn starch base, scented with fresh gender-neutral citrus and vanilla notes; clinically proven for 24-hour odour reduction. Available in 35g and 85g tinplate tins.
• No Pong Luscious Lime (Bicarb-Based) Original bicarb-based formula with a zesty, fresh, sweet citrus fragrance reminiscent of key lime pie and citrus orchards. Available in 35g and 85g tinplate tins.
• No Pong Flower Power Vegan (Low Bicarb) Vegan, low-bicarb formula crafted without beeswax using shea butter and botanical waxes, scented with ylang-ylang, grapefruit, cedarwood atlas, frankincense, and geranium essential oils. Available in 35g and 85g tinplate tins.
• No Pong Cool Lavender Vegan (Low Bicarb) Vegan, low-bicarb formula featuring refreshing lavender and cedarwood notes from cedarwood atlas, lavender, black pepper, and rosemary essential oils. Free from beeswax; uses shea butter and botanical waxes. Available in 35g and 85g tinplate tins.
• No Pong Fragrance Free Vegan (Low Bicarb) Vegan, low-bicarb, fragrance-free formula enriched with Vitamin E with a super smooth texture, designed to be worn alone or layered with any fragrance. Clinically tested for both effectiveness and sensitivity for over 12 hours. Available in 35g tinplate tin.
• No Pong Bicarb Free (Original Scent) Bicarb-free formula using magnesium hydroxide and diatomaceous earth in a coconut oil and beeswax base, designed for users sensitive to sodium bicarbonate. Features the signature original citrus scent with lemongrass and vanilla. Clinically proven for 24-hour effectiveness. Available in 35g and 85g tinplate tins.
• No Pong Luscious Lime Bicarb Free Bicarb-free formula with a refreshing sweet citrus scent of key lime pie from lime, bergamot, and black pepper essential oils. Designed for those sensitive to bicarb. Clinically tested for up to 24 hours. Available in 35g and 85g tinplate tins.
• No Pong Enchanted Forest Bicarb Free Bicarb-free formula with earthy patchouli notes and a touch of cinnamon from cardamom, patchouli, cedarwood atlas, cypress, and cinnamon essential oils. Designed for those sensitive to bicarb. Clinically tested for up to 24 hours. Available in 35g and 85g tinplate tins.
• No Pong Cool Lavender Bicarb Free Bicarb-free low-fragrance formula with lavender and cedarwood notes from cedarwood atlas, lavender, black pepper, and rosemary essential oils. Designed for those sensitive to bicarb. Clinically tested for up to 24 hours. Available in 35g and 85g tinplate tins.
• No Pong Flower Power Bicarb Free Bicarb-free formula with refreshing subtle floral and woody notes from ylang-ylang, grapefruit, cedarwood atlas, frankincense, and geranium essential oils. Designed for those sensitive to bicarb. Clinically tested for up to 24 hours. Available in 35g and 85g tinplate tins.
• The OG (Original) - Midnight Range Original bicarb-based No Pong formula repackaged in a sleek black Midnight Range tin, featuring the fresh gender-neutral citrus-vanilla scent. Clinically tested for up to 24 hours. Available in 35g tinplate tin.
• Lime Legend Bicarb Free (Midnight Range) Luscious Lime Bicarb Free formula repackaged in a sleek black Midnight Range tin with the refreshing sweet citrus scent of key lime pie. Available in 35g tinplate tin.
• Beach Shackin' Bicarb Free (Midnight Range) Bicarb-free formula in the Midnight Range black tin, with hints of eucalyptus and lime from lime, eucalyptus radiata, cypress, cedarwood virginian, vetiver, and ylang-ylang essential oils. Designed for those sensitive to bicarb. Available in 35g and 85g tinplate tins.
• Midnight Jazz Bicarb Free (Midnight Range) Bicarb-free formula in the Midnight Range black tin with a smooth smoky fragrance featuring fresh earthy notes from buddha wood, vetiver, patchouli, cedarwood virginian, juniperberry, and black pepper essential oils. Designed for those sensitive to bicarb. Available in 35g and 85g tinplate tins.

Quantifiable outcome

• Clinically proven to reduce body odour for up to 24 hours
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• WooCommercecoreTechnology or IntegrationNo Pong built their e-commerce platform using WooCommerce, describing it as enabling them to grow into a multinational brand with composable integrations and scalable infrastructure
• Beyond BlueminorOthersAustralian mental health and wellbeing support organization. No Pong donates to Beyond Blue each year at Christmas and donates a portion of Secret Scenta sales to support mental health initiatives
• Think Pink FoundationminorOthersBreast cancer charity helping people at every stage of journey from diagnosis to treatment. No Pong donated a portion of October 2023 sales to support this charity
• McGrath FoundationminorOthersBreast cancer support and education charity raising money for McGrath Breast Care Nurses. No Pong donated a portion of October 2023 sales
• National Breast Cancer FoundationminorOthersNot-for-profit funding breast cancer research with vision of zero deaths from breast cancer. No Pong donated a portion of October 2022 sales
• Timor-Leste Recycling ProgramminorStrategic or Co-development PartnerCollaboration with Timor-based engineering company recycling plastic waste into building materials. No Pong directly funds recycling pickup and education program. Invested over $100,000 USD in staffing, logistics and operations, keeping over 79,000kg of waste from landfill as of January 2026
• Australia PostcoreOthersPrimary shipping partner for both domestic and international deliveries. No Pong relies on Australia Post for order fulfillment
• The Big Hug BoxminorOthersCharity providing practical gifts for people facing cancer. No Pong donates tins included in gift boxes and purchases products for customers undergoing cancer treatment
• BraveheartsminorOthersAustralian charity dedicated to preventing child sexual assault. No Pong supported Stacey in raising money for the 777 challenge (7 Marathons, 7 States, 7 Days)
• Body Boutique NZminorChannel Partner/ Reseller/ DistributorNew Zealand retail stockist located in Sawyers Bay, offering No Pong products to NZ customers
• Plum Organics PapamoaminorChannel Partner/ Reseller/ DistributorNew Zealand stockist offering No Pong products at their store in Papamoa
• Urban RevolutionminorChannel Partner/ Reseller/ DistributorPerth-based sustainable products retailer and No Pong stockist hosting community events
• WoolworthscoreChannel Partner/ Reseller/ DistributorMajor Australian supermarket chain offering No Pong products in stores nationwide, significantly expanding retail distribution

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Native: DTC-native natural deodorant brand now owned by Coty, offering aluminum-free deodorants in plastic-free packaging. Direct peer given overlapping product format (cream/stick natural deodorant), DTC-first GTM, and target consumer (millennial/Gen-X natural product buyers).
• Wild: UK-based natural deodorant startup offering refillable deodorant with plastic-free packaging. Direct peer given shared natural positioning, refillable/sustainable format, and DTC-plus-retail GTM. Strong comparable for No Pong's UK and European stockist expansion path.
• Schmidt's Naturals: Natural deodorant brand acquired by Unilever in 2017; competes head-to-head with No Pong in the bicarb-based natural deodorant category across similar health-conscious and eco-aware consumer segments. Most directly comparable on product format, ingredient positioning, and channel mix.
• Ben & Anna: German natural deodorant brand offering vegan, plastic-free deodorant in tin formats. Direct peer given near-identical product format (cream deodorant in tin), vegan/natural positioning, and pan-European retail plus DTC distribution. Closest European comparable to No Pong.
• Lume: US-based natural deodorant brand focused on clinical-strength, aluminum-free body odour control. Direct peer on effectiveness-led marketing, clinical testing claims, and subscription/DTC model. Comparable on technology differentiation through clinical testing.
• Routine Natural Deodorant: Canadian natural deodorant brand offering cream-based deodorants in glass jars. Direct peer given cream deodorant format, natural ingredient positioning, and similar multi-region retail distribution model. Comparable scale and independent ownership profile.

Broad incumbents

• Tom's of Maine: Colgate-Palmolive-owned natural personal care brand with an established natural deodorant line. Broad incumbent comparable given aluminum-free natural deodorant offering and mainstream retail distribution; represents the large-CPG take on the natural category No Pong operates in.
• Aesop: Australian-founded premium natural personal care brand (now owned by L'Oréal). Broad incumbent comparable as a homegrown Australian premium natural personal care brand with global retail footprint and similar target consumer for premium natural positioning.

Emerging players

• Fussy: UK-based subscription natural deodorant brand focused on refillable, probiotic deodorant. Emerging player in same category with overlapping sustainability narrative and DTC subscription model; partial overlap given different format (refill pods vs. tin).
• Each & Every: US-based natural personal care brand with a focus on clean, vegan deodorants and essential-oil-based scents. Emerging player with overlapping natural positioning, ingredient transparency, and millennial/Gen-Z target consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nopong.deodorant
• TikToktiktok.com/@nopong
• Instagraminstagram.com/nopong
• LinkedInlinkedin.com/company/no-pong

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about No Pong