Behind the Brand: Type:A Deodorant Features Innovative Sweat-Activated Technology

Type:A deodorants are aluminum-free, natural, and feature sweat-activated technology.

Frustrated by the lack of good natural deodorants on the market, Allison Moss decided to create her own and launched Type:A, a line of aluminum-free and non-toxic deodorants. With her background in brand and product marketing in the beauty industry, Moss came up with the concept for her initial product and brought it to the market within two years. The brand has developed a cult following and its newly launched products sell out on the website within just a few days.

Type:A deodorant features an innovative sweat-activated technology that creates a time release effect for the actives, allowing a lower concentration of sodium bicarbonate (baking soda), so it glides on smooth and won’t irritate skin. The lightweight cream formula comes in a convenient tube and absorbs quickly, doesn’t leave any residue, and defeats odor and sweat as it happens.It comes in an array of scents, ranging form fresh rain and bergamot to ocean mint, and the line has expanded to include other body care products including bar soap, hand cream, and hand sanitizer.

“Moving fast to create a better product is really the heart of our brand,” says Moss. “Our mission is to provide consumers with incredible product experiences that don't have any tradeoffs so they can make healthier choices that they can actually stick with.”

We chatted with Moss, who shared the inspiration behind the brand, favorite products, future plans, and more.

When was Type:A founded and what’s the meaning behind the name?

We started working on our now patented formula in 2017 and we brought it to market in 2018. The name came from our hero deodorant product. We had this deodorant in our hands that overachieved expectations of what an aluminum-free deodorant can be: it has your back and works hard to keep you protected. The deodorant was Type A and we figured, even if you don't see yourself as Type A, don't you want a deodorant that works that hard for you?

What inspired the creation of Type:A?

I wanted a clean, safe deodorant that worked and I couldn’t find one. My beauty industry background taught me that even when it comes to clean deodorant consumers can have it all. We don’t have to choose between safety and performance. I reached out to a chemist in my network and we created a formula that has really long-lasting performance and an overall enjoyable experience with a different approach: our sweat-activated technology. It glides on smoothly, is soft and non-irritating, absorbs instantly and doesn't stain clothes, plus the squeeze tube is fun to use!

Allison Moss.

Tell us more about your products and what makes them special.

Our deodorant is aluminum-free, 100% safe, and in 2018, we created a patent-pending deodorant formula with a never-before-seen sweat-activated technology and brought it to market in less than 18 months. The Sweat-Activated Technology(TM) in the deodorant formula is for lasting odor and wetness protection. Also, our deodorants come in a unique squeeze tube with an applicator which swipes on just like a stick and is easier, faster, cleaner, and more hygienic than a stick.

Do you have a hero product? Favorite?

That's a tough question, how can I pick a favorite! I love all of our products and scents, but the two I personally use most often are The Dreamer, our white floral linen scent; and The Innovator, a fresh rain and bergamot, which is actually our hero too!

Our best-seller is the newest addition to our deodorant line: The Innovator. It's our classic formula that's been supercharged with two new ingredients including activated charcoal and spirulina for our longest-lasting protection yet. Especially for those switching from an anti-perspirant, your body needs time to recalibrate and adjust. This deo will help you through that process a touch faster thanks to the activated charcoal and its ability to absorb toxins and impurities.

Type:A products are crafted with safe, clean ingredients and are thoroughly screened for safety.

Where are your products sold?

We want to be where people shop for deodorant to offer a no-sacrifice option when they're ready to make the switch. We're continuing to work to expand this. For now, you can find us on our website, Amazon, Credo Beauty, Grove Collaborative, Target, and Meijer stores.

What's next for the brand?

Following our mission to be where you shop for deodorant, we are adding additional retail partners. We're a B Corp and a Carbon Neutral certified brand, but we can always seek to improve. Next year, we're reworking our packaging to incorporate PCR and further reduce our eco-footprint. Finally, we're also soon to be adding some innovative and indulgent new hand and body care SKUs to the line this holiday season. Stay tuned!

For more information and to purchase, visit the website and follow on Instagram: @typeadeodorant

[Images courtesy of Type:A]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk