Myro Is Changing the Natural Deodorant Game + Has $2 million in Funding to Prove It
Move over, natural deodorant in single-use plastic—there’s a new player in town. Myro, a natural deodorant start-up, is launching its direct-to-consumer line with $2 million in funding and a 16,000 person waiting list—and it’s doing so with more sustainable packaging.
Playing upon millennials’ awareness of what they’re putting in (and on) their bodies and the effects of plastic waste on the planet, Myro is disrupting the traditional deodorant space with a barley-powder-based “pod” housed in a refillable case. This dishwasher-safe component produces an estimated 50 percent less waste than traditional deodorant packaging. And the packaging, founder Greg Laptevesky hopes, will be a large part of the (Instagram-worthy) appeal.
“We wanted to create something that would look right at home next to a bottle of perfume,” Greg told Beauty Independent. “Making the product beautiful was absolutely a key component of the brand and a key component of the product development cycle.”
The packaging needs to be eye-catching, because Myro will not be retailed in brick and mortar stores. Instead, Myro is banking on a direct-to-consumer subscription service to keep its customers coming back for more. Online shoppers can select a trial kit with the case color and pod scent of their choice; Myro will then send three-pack refills for $10 on a quarterly basis. And, because Greg believes convenience is key, the subscription service can be cancelled any time, hassle-free.
Though he does not have a background in natural personal care products, Greg knows marketing: His most recent venture was in customer acquisition at the meal-delivery company Plated. There, he further honed his marketing skills and became familiar with the buying choices of the millennial market. It seems his backers would agree.
With $2 million in funding from investors such as Lakehouse Ventures, Entrepreneurs Roundtable Accelerator, Obvious Ventures and the co-founder of Olly and Method, Eric Ryan, Myro is seeking to capitalize on consumers’ growing appetites for natural deodorants and a more sustainable way to smell great, even when they’re sweaty.
Interested in more natural deodorants that actually work? Try our top three picks.