My Story

The story behind Pure & Bloom

I couldn't find the natural deodorant I wanted. So I created it.

Hi, I'm Gosha, the founder of Pure & Bloom.

I wanted a natural deodorant that genuinely worked, felt beautiful to use and cared for the delicate skin under my arms. After trying so many products, I still couldn't find one that gave me everything I was looking for.

So I decided to create it myself.

Gosha, founder of Pure & Bloom, smiling and holding a jar of Pure & Bloom natural cream deodorant

It started with frustration

I had tried natural deodorants that irritated my skin, felt unpleasant to use or simply didn't keep me feeling confident throughout the day.

I didn't want to choose between effective odour protection and comfortable, cared-for skin. I believed a natural deodorant should be able to do both.

Effective on odour. Kind to your underarms.

Gosha mixing a fresh batch of Pure & Bloom natural deodorant cream by hand in the Yorkshire workshop

So I started from scratch

I learned, tested, adjusted and kept going. Every part of the formula was considered carefully, from the ingredients that help control odour to the oils and skin-comforting ingredients that make the cream feel nourishing and gentle.

The result is a natural deodorant cream made with magnesium hydroxide, soothing bisabolon, calendula, plum kernel oil, squalane, arrowroot and kaolin.

It isn't simply deodorant. It is real skincare for your underarms.

Made differently, with purpose

Powerful on odour

Magnesium hydroxide is the first ingredient in our formula, not merely a small addition.

Kind to skin

Thoughtfully chosen oils and soothing ingredients help care for delicate underarm skin.

Beautiful to use

A smooth cream texture and carefully layered essential-oil blends make everyday deodorant feel like a skincare ritual.

Close-up of a fingertip scooping the smooth, natural cream texture from an open jar of Pure & Bloom deodorant

Handmade in Yorkshire

Every jar is made in small batches, with care and attention.

For me, handmade does not mean compromising on safety or professionalism. Every product is fully safety assessed and registered, because you deserve something that is not only natural and beautifully made, but also trustworthy.

GOSHA Founder of Pure & Bloom
Pure & Bloom Blossom Soft natural cream deodorant jar styled with cherry blossom on marble

A natural deodorant you can genuinely look forward to using

Powerful on odour, kind to your underarms and handmade with ingredients chosen for a reason.

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Handmade in Yorkshire · Free UK delivery · Fully safety assessed