Behind the Brand: Each & Every
I spoke with co-founder Lauren Lovelady about creating Each & Every.
While there are so many beauty brands out there, it can be hard to overlook who is actually calling the shots on all the product formulation, marketing campaigns, and inventory management. Behind the Brand gives you a glimpse of the founders and CEOs of the brands you use on your skin daily.
Today’s interview features co-founder of Each & Every, Lauren Lovelady.
What was the inspiration behind creating Each & Every?
Each & Every launched six years ago with a focus on clean, effective ingredients, with a name that reflects the intentionality behind Each & Every ingredient. At the time, natural deodorants were often seen as unpleasant to use, so we set out to change that. Over time, our customer feedback has made it clear that our commitment to 100% natural fragrance is a key differentiator. Customers love that we provide an elevated natural deodorant that actually works, and they are delighted by the fragrance experience. This led to a shift in our brand positioning—from a functional hygiene product to an elevated, scent-forward daily ritual. We are still as committed as ever to Each & Every ingredient, but as the only natural deodorant brand using 100% natural fragrance, it enables our products to level up a routine that inspires Each & Every moment of confidence, calm, or escape.
What makes your products different from others?
Each & Every is known for our commitment to ingredient quality and transparency, and is the only deodorant brand to use 100% natural fragrance. Most natural deodorants do not disclose their fragrance materials on their ingredient list. It's common to see the word "fragrance" on the ingredient statements as a catch-all term for all fragrance materials. We made a commitment to disclose all of our individual ingredients, including their regulated name and a more common name, so that our consumers know exactly what they are putting on their bodies. Our formulas feature just six simple ingredients, and we work with world-class fragrance houses and perfumers who specialize in naturals—a rarity when we first launched. In addition to the focus on ingredients, our packaging is intentionally sleek, premium, and sustainable. It’s designed to feel substantial in your hand and look beautiful on your vanity, elevating the experience of using deodorant. With Each & Every, you’re not just getting a product that works, but one that adds a touch of luxury to your daily ritual.
Your products are made with clean ingredients. Can you talk about the decision of going this route?
Clean has always been the founding concept of Each & Every, not just a buzzword. When we started, the landscape for natural personal care products was very different. Natural deodorants were often seen as ineffective or unpleasant to use. Our goal was to create a deodorant that was not only clean but also enjoyable – one that people would love using, not just for its effectiveness, but for the sophisticated scents and the smooth, luxurious glide on the skin. We chose ingredients you can feel good about – not only for what they do, but for what they don’t include. No aluminum, no parabens, no synthetic fragrance. Instead, we use high-performing, skin-friendly ingredients like coconut oil, Dead Sea minerals, and earth wax. And our commitment to clean extends beyond the formula – our packaging is fully recyclable at home, helping to reduce waste.
Some people steer clear of more natural/clean deodorant. What would you tell them to not be afraid to use it (unwanted smell, sweat marks, etc.)?
That hesitation is real, and honestly, it’s been earned. In the past, natural deodorants didn’t always deliver. But our formula proves it’s possible to have both clean and effective. We’ve spent years perfecting the balance of odor-fighting minerals and moisture-absorbing starches, and our customers are often shocked at how well it works. Plus, the scent experience is more like wearing a fine fragrance than a drugstore stick—sensual, long-lasting, and unique. We always say that the proof is in the reviews because reviews are truth serum - we have over 50,000 5-star reviews from consumers ranging from those who have been committed to naturals for years to those who have ditched their clinical strength antiperspirant in favor of natural deodorant that works!
Where do you see the brand in 5 years?
We’re just getting started. Over the next five years, we’ll continue leading the way in fragrance-forward body care, expanding what “fragrance” means beyond traditional perfumes. From new formats to sophisticated scent pairings, we’re building a full fragrance wardrobe for every part of the day. We want Each & Every to be the go-to for anyone who craves both beauty and intentionality in their routine—clean, elevated, and emotionally resonant.
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Revolution Beauty is exploring strategic options—including funding and a formal sale process as a way to address their financial structure.
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