When we say Rooted in Community, we’re talking about small brands we genuinely love — makers who are thoughtful about what goes on our bodies and how their products impact the world around us. It’s not just about “new” brands; it’s about brands whose values quietly match our own.
This month, we’re heading to Abbotsford, BC, Canada to spotlight I Luv It Natural Deodorant, founded by Kristin Sayn. Her story began in one of the most tender seasons of life: new motherhood.
A Mama, a Late-Night Deep Dive, and a Big “What If?”
I Luv It Natural Deodorant was started in 2019 out of a late-night research session.
While breastfeeding, Kristin learned that certain deodorant chemicals could travel through the auxiliary glands which are right next to your mammary glands and milk ducts, potentially reaching breast milk — and that discovery lit a spark in her. She wanted something safer, something natural.
Since products are so heavily greenwashed — even ones that look natural or say they are — she eventually decided:
“Hmmm, I can make my own natural deodorant!”
What started as a personal quest for safer underarm care quickly evolved into a bigger mission: to create deodorants that are gentle on our bodies and kind to the planet.
What “Actually Natural” Means to Kristin
So many of us have been burned by greenwashing — pretty labels, leafy logos, and the word natural slapped onto formulas that are anything but.
Kristin is very clear about her values:
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“A product that actually works”
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“A product that’s actually natural not greenwashed”
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“A guarantee that you’ll LUV our Deo”
For I Luv It, natural isn’t a marketing angle — it’s the standard. Their deodorants are:
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Aluminum free
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Chemical free
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Paraben free
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Sulfate free
They’re made with mineral and plant-based ingredients and scented with essential oils, not “fragrance” and not even so-called “natural fragrance.” That’s something we share at Nuearth Co. as well — we’re both committed to full transparency about what’s in each product and to avoiding vague fragrance blends that can be irritating, especially for sensitive skin or scent sensitivities.
The focus is on simple, purposeful ingredients that support the skin instead of overwhelming it.
Cruelty-Free Care: Leaping Bunny Certified
Another reason I Luv It stood out to us is their commitment to animals.
I Luv It Natural Deodorant is Leaping Bunny Certified, which means they’ve committed to a strict cruelty-free standard for their products. This certification ensures that the brand does not conduct, commission, or allow animal testing at any stage — from raw ingredients to finished product.
For us at Nuearth Co., that matters. We believe in caring for the earth and every living thing on it. Knowing that a fellow brand is willing to do the extra work to meet that standard feels like alignment in action.
100% Chemical Free — Down to the Packaging
Kristin’s care doesn’t stop at the formula itself.
Natural deodorant supports wellness by working with your body rather than against it — and part of that is paying attention to packaging too. I Luv It is intentional about avoiding unnecessary chemical exposure, from what’s inside the tube to what surrounds it, choosing options that are more in line with their values and gentler on the body and planet.
It’s a small detail that makes a big statement: if it touches your body, it deserves intention.
Why Natural Deodorant Matters
As Kristin explains, natural deodorant supports wellness by working with your body rather than against it. Instead of blocking sweat, it allows your body to perspire naturally — an important part of regulating temperature and releasing toxins.
By avoiding harsh chemicals, aluminum, and synthetic fragrances, natural deodorants reduce the daily chemical exposure that can impact hormone balance and skin health. They’re often made with simple, clean ingredients that are mineral and plant based, along with essential oils not fragrances.
Beyond the physical benefits, choosing a natural deodorant encourages mindful self-care — taking a moment each day to make choices that feel good for your body and kind to the planet. That’s the kind of everyday ritual we love to see.
The Hero Product (Hint: It’s All of Them)
When we asked about a hero product, Kristin’s answer made us smile:
“Well, all we DO is deodorant. I recommend any of our products. The truth is, the only way to determine if a natural deodorant works, is to try it.”
This is a brand that knows its lane and stays in it with excellence. Deodorant is not a side category — it is the focus. Every scent and every stick is crafted with that same core promise: safer, intentional, effective care.
Why I Luv It Fits the Rooted in Community Family
At Nuearth Co., we’re always asking:
Does this brand honor the body? Does it honor the earth? Does it educate, not just sell?
I Luv It Natural Deodorant checks every box:
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Born from a mother’s desire to protect her child
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Built on informed, thoughtful research
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Fiercely against greenwashing
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Fragrance transparency — essential oils only, no “fragrance” or “natural fragrance,” just like us
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Certified cruelty-free
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Intentional about ingredients and packaging
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Grounded in the belief that wellness and nature belong together
Through Rooted in Community, we highlight small brands we genuinely love and stand behind — not just “new” brands, but makers who are quietly doing the work day after day. I Luv It’s mission feels like a natural extension of what we believe in at Nuearth Co.: thoughtful, elevated care that doesn’t compromise on safety, integrity, or experience.
Want the Full Experience + a Chance to Win?
To celebrate this Rooted in Community feature, we’re hosting a little something special.
Over on Instagram, you can:
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Comment “LUVIT” on our feature post to receive the full spotlight blog link.
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Be entered to win a sample-sized I Luv It Natural Deodorant — a Canadian made natural deodorant that’s aluminum free, chemical free, paraben free, and sulfate free.
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Check the caption for full entry details and deadlines.
It’s our way of saying thank you for supporting small, values-driven brands that are doing the work behind the scenes.
How to Support Kristin & I Luv It Natural Deodorant
Show I Luv It some love:
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Follow on Instagram: @iluvitnaturaldeodorant
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Explore the full collection: www.iluvit.ca
Every follow, share, and purchase helps small, independent brands like Kristin’s continue their mission — to protect, to educate, and to create products that truly honor our bodies.
What’s Next at Nuearth Co.
If you’re new here from this feature — welcome to the Nuearth Co. family. Here’s what to be on the lookout for this season:
1. Black Friday & Holiday Promos
Our holiday promos are all about making it easier to gift intentionally this year.
During our Black Friday and seasonal promo window you can expect:
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Special offers on select Nuearth Co. body butters and beard oils
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Thoughtfully curated options so you can build beautiful gifts without overthinking it
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Small-batch inventory — once certain scents or sizes are gone, they’re gone for the season
Be sure you’re on our email list so you don’t miss exact dates, details, and early access.
2. Holiday Gift Wrapping to Make Gifting Easy
We know you’re busy. This year, we’re leaning into holiday gift wrapping so your order arrives as close to “ready to give” as possible.
Expect:
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Seasonal, elevated wrapping that still feels like Nuearth Co. — warm, earthy, and intentional
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The option to bundle a few of your favorites together for one standout gift
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A smoother gifting experience so you can focus on who you’re giving to, not how to wrap it
Whether it’s a signature body butter, a beard oil, or a small curated set, we want gifting to feel easy, beautiful, and thoughtful.
3. More Rooted in Community Spotlights
I Luv It Natural Deodorant is one of many small brands we’ll be featuring through Rooted in Community.
As this series continues, you’ll discover:
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New makers and small businesses to support
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Products that complement your Nuearth Co. rituals
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Occasional giveaways and collaborations that center community and care
Thank you for showing up for brands like I Luv It Natural Deodorant and Nuearth Co. When you choose small, intentional makers, you’re not just buying a product — you’re investing in stories, families, and futures rooted in community. 🌿🤎