Ingredients

Ingredient Transparency

Every ingredient has a purpose.

No fillers. No hidden fragrance. Just a carefully considered blend of mineral actives, plant oils, butters, clays, natural extracts and fermentation-derived ingredients.

Created to deliver powerful odour protection while caring for the delicate skin under your arms.

Explore our deodorants Why it works

The Foundation Of Our Formula

Magnesium Hydroxide comes first.

In many natural deodorants, Magnesium Hydroxide appears much further down the ingredient list. In every Pure & Bloom deodorant, it is the leading ingredient.

It helps neutralise odour without blocking your body’s natural perspiration. A small, carefully balanced amount of baking soda supports performance, while the rest of the formula helps keep underarm skin feeling soft and comfortable.

Leading Ingredient

Magnesium Hydroxide is the first ingredient in every Pure & Bloom deodorant.

Deodorant, Not Antiperspirant

It helps control odour without using aluminium salts or preventing natural perspiration.

Balanced Performance

A small amount of baking soda supports the formula without becoming its foundation.

Inside Every Jar

A complete formula, thoughtfully composed.

Each ingredient is selected for a clear reason, from odour protection and texture to underarm comfort and formula freshness.

Odour protection

Magnesium Hydroxide
Magnesium Hydroxide

The leading ingredient in our formula. Helps neutralise odour without blocking natural perspiration.

Sodium Bicarbonate
Sodium Bicarbonate

Used in a small, carefully balanced amount to support odour protection.

Nourishing oils & butters

Mango Butter
Mangifera Indica Seed Butter

A rich plant butter that helps soften and condition the skin.

Shea Butter
Butyrospermum Parkii Butter

Helps nourish the skin and maintain a soft, comfortable feel.

Fractionated Coconut Oil
Cocos Nucifera Oil

A lightweight emollient that helps the cream spread smoothly and absorb comfortably.

Olive-Derived Squalane
Squalane

A silky, lightweight emollient that helps reduce moisture loss and soften the skin.

Plum Kernel Oil
Prunus Domestica Seed Oil

A luxurious plant oil that nourishes the skin and gives the formula a refined skin feel.

Calendula Extract
Calendula Officinalis Flower Extract

Included to help keep delicate underarm skin feeling calm and cared for.

Texture & moisture control

Arrowroot Powder
Maranta Arundinacea Root Powder

A fine plant starch that helps absorb excess moisture and gives the cream a smooth finish.

White Kaolin Clay
Kaolin

A gentle mineral clay that helps absorb excess moisture.

Candelilla Wax
Candelilla Cera

A vegan wax that gives the deodorant its structure and helps create a protective, comfortable skin feel.

Formula support

Bisabolol
Bisabolol

A soothing cosmetic ingredient selected to support underarm comfort.

Vitamin E
Tocopherol

An antioxidant that helps protect the plant oils in the formula.

Radish Root Ferment Filtrate
Leuconostoc/Radish Root Ferment Filtrate

A fermentation-derived ingredient used as part of the formula’s preservation system.

Coconut Ferment
Lactobacillus/Cocos Nucifera Fruit Extract

A fermentation-derived ingredient that helps support product freshness and stability.

The Pure & Bloom Standard

Nothing hidden. Nothing unnecessary.

No Aluminium Salts

We make deodorant, not antiperspirant. Our formula does not block natural perspiration.

No Synthetic Fragrance

Every scent is created with essential oils and natural extracts.

No Hidden Parfum

We name every scent ingredient instead of hiding the blend behind the word “Parfum”.

No Zinc Oxide

Our deodorants are formulated without zinc oxide.

Scent, Fully Disclosed

You deserve to know what you are wearing.

Each Pure & Bloom scent is created from a carefully balanced blend of essential oils and natural extracts. Every one is named in the full INCI list for that product. Nothing is hidden behind a generic fragrance label.

From bright citrus oils and aromatic herbs to soft florals, woods and resins, every scent has its own character while remaining refined and close to the skin.

Find your scent

The complete formula is always there to see.

The ingredient list shown on each product page is the complete INCI declaration for that deodorant, including its individual essential oils, natural extracts and naturally occurring fragrance allergens.

View our deodorants

Frequently asked questions

Straightforward answers about what is and is not in every jar.

What is the main ingredient in Pure & Bloom deodorant?

Magnesium Hydroxide is the leading ingredient in every Pure & Bloom natural cream deodorant. It helps neutralise odour without using aluminium salts or blocking natural perspiration.

Does Pure & Bloom deodorant contain baking soda?

Yes. It contains a small, carefully balanced amount of Sodium Bicarbonate to support performance. Magnesium Hydroxide remains the leading ingredient in the formula.

Does Pure & Bloom contain aluminium?

No. Pure & Bloom is a deodorant rather than an antiperspirant and contains no aluminium salts. It helps control odour without preventing the body’s natural perspiration.

Does Pure & Bloom use synthetic fragrance?

No. Our scents are created with essential oils and natural extracts. Every scent ingredient is named in the full INCI list for each product.

Where can I find the complete ingredient list?

The complete INCI declaration is available in the “Full Ingredients (INCI)” section on every product page. Because the scent blends vary, each deodorant has its own product-specific ingredient list.

Find Your Everyday Scent

Powerful on odour. Thoughtful with every ingredient.

Discover five distinctive scents, each handmade in Yorkshire with the same carefully considered base formula.

Shop natural deodorants Take the scent quiz