Pure & Bloom vs Wild vs Fussy: what's actually different

Most "natural deodorant" comparisons list ingredients and call it a day. We'd rather answer the question you're actually asking: which one won't wreck your skin, and why.

Fussy comes close on paper: Magnesium Hydroxide sits one place behind the bicarb. That's not just a technicality. The higher bicarb sits on an ingredient list, the more of it there is in the formula, and that's exactly where a lot of sensitive-skin reactions start. There isn't another deodorant on this list that does both: controls odour and actively calms the skin underneath it. On a straight per-refill basis, Wild and Fussy look cheaper. Priced per month of actual use, it's closer than it looks: Fussy typically comes out cheaper (roughly £2.70 to £5.40 a month, by their own refill-life figures), but Wild's real-world cost, £4.30 to £6.50 a month, is about the same as a jar of Pure & Bloom, sometimes more, depending on how sparingly you apply it.

Here's the one thing that actually separates us beyond the ingredient list: how the formula stays fresh. We use a dual ferment system, a radish root ferment and a coconut derived ferment, working together, rather than relying on a single mechanism. Fussy uses one ferment ingredient (Lactobacillus Ferment). Wild's ingredient list has none at all. It's a small detail on an ingredient list, but it's the difference between a formula stabilised by two complementary mechanisms and a formula that relies on just one, or none, which matters when the product sits on warm skin all day, every day.

The rest of the formula follows the same logic. Magnesium Hydroxide leads, not baking soda. Bicarbonate of soda is what most "natural deodorant gave me a rash" stories trace back to; we use it in a supporting role only, not as the main active. Our scent blends are named on the label too, not tucked behind the word "Parfum." Mango butter, shea butter, bisabolol and squalane do the actual skincare work: ingredients you'd expect on a face serum label, not a deodorant.

Fussy's issues trace back to two things: how high bicarb sits in the formula, both the irritation risk and, going by customer reviews, a tendency for the product to stain clothing. Wild's issue is different: by their own labelling, it's 98% natural origin, not fully natural. And both of them hide their fragrance behind the word "Parfum", with no breakdown of what's actually in it.

Handmade in small batches in Yorkshire. £18 a jar, free UK shipping, and it lasts around three months.

Frequently asked

Is Pure & Bloom the same as Wild or Fussy?

No. Wild and Fussy are stick format deodorants. Pure & Bloom is a cream, led by Magnesium Hydroxide rather than baking soda, and preserved with a dual ferment system (radish root plus coconut).

Does Pure & Bloom contain baking soda?

Sodium Bicarbonate plays a small supporting role in the formula, but the formula is Magnesium Hydroxide led. It's not a bicarb driven deodorant like most "natural" sticks.

Why do natural deodorants cause irritation?

Two things usually cause it: a high concentration of baking soda sitting directly against sensitive skin, and fragrance hidden behind a generic "Parfum" label, where you don't know what's actually in the blend. Choosing a formula where bicarb plays a minor role and the fragrance ingredients are named, rather than hidden, is usually the fix.

How much does Pure & Bloom cost?

£18 per 60ml jar, handmade in Yorkshire, with free UK shipping. One jar lasts roughly three months.