After longtime celebrity makeup artist Holly Eve lost her good friend to breast cancer, she made lemons out of lemonade as they say — literally — and created a nontoxic deodorant brand called Madame Lemy. With the help of her neighbor, who happened to be an Oxford-trained chemist, she was able to get her powder deodorant business off the ground. One day on a jog through northern California testing out the efficacy of her product, serendipity led her into a store that sells Himalayan salt, which wound up being the final and star ingredient in her deodorant powder.

Since launching the business in 2018, Eve says she's looking to spread the word about her luxurious deodorants that are designed to be just as much an act of self-care as the product itself.