Teens can really stink—and by that we mean scent, not sentiment.
 
Enter Clean Age, a new brand for teens that has entered the personal care marketplace with a new aluminum-free and baking soda-free deodorant housed in 100% recyclable packaging that has 82% less plastic than typical deodorant packaging. The deos come in four gender-neutral scents (unscented, Waves, Fresh and Citrus) and each package comes with stickers so teens can customize the look of their deodorant—or keep their sibling from stealing it.
 
We asked co-founder Rachel Peters about the brand she started with her teen-age daughter.
 
HAPPI: What was that “a-ah” moment that pushed you to develop the brand? What was missing in the sector?
Peters: When my oldest daughter started wearing deodorant we had a hard time finding a natural one that worked and that she liked. A few months later my son asked me to toss him a pair of pajama pants while I was folding clothes. I tossed him one. He said, “Ugh, these stink!” I thought it was strange and threw him a second pair. “Ugh, these stink too!” It all came together in my head. 

I asked, “Are you sure you don't stink?”

He sniffed under his arms and was mortified. His face filled with panic and he asked me, “What do I do?” In the end, he resorted to trying my husband's Old Spice, which burned his skin. With both of those experiences happening so close together, I knew the market was missing something made for teens. And, I've worked with enough big companies in the space to know that they aren't pursuing healthier ingredients, they are all about market share. I really believe if we make a high-quality product out of great ingredients our customers will be loyal and happy. 
 

HAPPI: There are many indie deodorant brands today—what makes Clean Age different?
Peters:Our formula team has decades of experience working on both national brands and natural brands. When we started to develop Clean Age we relied on their experience and expertise. The result is a formula that works like a dream, and does everything we hoped for: it goes on smooth, doesn't stain and smells amazing. Unlike some leading natural brands, we aren't owned by a big consumer goods company, so you can be assured your purchase is going back into research and development of products you'll love and want to use – not just the same old brands that don't really understand today's consumer. 
 
HAPPI: The packaging is so great? Did you work with a designer and how did the sticker idea come about?
Peters: I'm a sucker for good packaging myself. I've worked on big brands for years, and I know the importance of how a package looks and feels in your hands. We started with our consumers – teens were quick to let us know what they do and do not like. My daughter and co-founder Cana really led the charge – she pulled examples from her favorite surf and ski brands. Then, she put together a design brief that any designer would have jumped at the chance to work on. 

It turns out the deodorant aisle is really boring and plastic-y. So, we got creative with sustainable, recyclable paperboard packaging and a design that looks and feels amazing from the top down. Personally, I love to open my bathroom drawer and see those bright CA tops staring back at me. Yes, like so many parents, I swiped a few sticks of Clean Age for myself. 
 
HAPPI: What’s next for the company? New products? Retail plans? 
Peters:We have so many big plans. Hand sanitizer is up next. We've developed a foaming formula that is smell-free and lasts for hours after application. We also have some more products for teeth and faces in development. This is going to be the go-to line for any teen or preteen who really wants to care for themselves the right way from the beginning. We are negotiating retail now. Those Clean Age sticks are sure to bring some life to a once boring space. 
 
In a promotion running through the end of 2020, tfor each purchase of the deodorant through the brand’s website, Clean Age is donating a stick to a teen in foster care.