Krebs believes Target is the ideal stage for Taos AER to break into mass retail distribution because it’s been a clean beauty leader. “Our wellness routines are the perfect place to create connection and find meaning in daily life.” Keheley says, “In each product category we go into, we will really be about making a difference in formulation, efficacy, performance, the sensory experience for the user, and the packaging.” The brand is also slated to branch into non-deodorant personal care items. In 2021, Taos AER expects to expand its deodorant repertoire to further scents, and versions in extra strength and without baking soda. Keheley says, “Having been in this industry for 20 years, sustainability is a constant evolution, and every progression matters.”

It relies on 100% renewable energy at its facility in Taos. Keheley details the brand’s orders are shipped in recycled materials with 32% post-industrial content. The plan is to eventually shift to post-consumer resin (PCR) for the primary packaging. Taos AER’s deodorants are packaged in recyclable polypropylene (PP) without secondary boxes. Their gel-to-powder formulas contain cornstarch, tapioca powder, baking soda, sunflower seed oil and beeswax. Water should be for plants, animals and humans.” For Taos AER, performance, sustainability and clean ingredients are crucial aspects of its deodorants. We are not taxing the water table to make the product.

Keheley says, “If you take water out, there’s no place for organisms to grow and, with the removal of water, we are making among the most sustainable choices anyone could make in personal care. Even in the smaller size available at Target, she suggests customers are getting a lot of bang for their buck. Keheley explains it makes its deodorant incredibly concentrated. The water-free component of Taos AER is central. Keheley says, “The new deodorant has been improved to have a more sophisticated, elegant drydown.” Taos AER’s deodorants have baking soda, too. In 2018, she reformulated it to transition from arrowroot, a common natural deodorant ingredient she says has a “high potential for contamination” that can complicate a “purely clean” product, to non-GMO cornstarch and organic tapioca powder. Keheley designed it as a gel-to-powder anhydrous format that was an antidote to the dry, chalky sticks on the market. Taos AER’s deodorant took four years to perfect. “Consumers are championing a movement from personal care to lifestyle care, and that’s where Taos AER has a voice.” They should have a lot of sensory enjoyment and pleasure while they provide the experience of doing something good for yourself.”

“I don’t think they have to be rote or mindless. Our wellness routines are the perfect place to create connection and find meaning in daily life,” says Keheley. “For the Romans and Greeks, the timing and physicality of rituals were really important. The AER in Taos AER is a reference to the ancient idea of aether, the element in the upper sky. It’s bathed in earth tones inspired by Taos, where she lives and the brand is headquartered, and is intended to improve upon with routine personal care maintenance with upgraded fragrance and texture. Taos AER unites her background by drawing upon her artistic sensibilities and archeology roots. Kristine Keheley, who launched Vapour with Krysia Boinis in 2009, studied classical archeology and art at Dartmouth College before embarking on a beauty career that advanced clean beauty on both the brand and manufacturing sides of the industry. mini sizes of its lavender myrrh, palo santo blood orange and ginger grapefruit varieties for $12 each. I call it everyday elevated essentials or the utilitarian step to prestige.” Taos AER’s deodorants are available at Target, Anthropologie, Credo, The Detox Market, Follain and Aillea. “Consumers are championing a movement from personal care to lifestyle care, and that’s where Taos AER has a voice. and founding partner at Ancora, which invested in Vapour in 2018.

Today’s consumer wants a higher level of experience,” says Lori Perella Krebs, former president of Frédéric Fekkai & Co. “What we see historically in deodorant and other commodity-type personal care products is they have been bought with little thought. Mini sizes are priced at $12, and 1.7-oz. The brand is available at Anthropologie, Credo, The Detox Market, Follain and Aillea as well. mini sizes: palo santo blood orange, lavender myrrh and ginger grapefruit. Born in 2017 as an extension of Vapour, Taos AER is separating from its parent to become a distinct personal care brand entering Target.Īt the massive retailer, which has amplified its aluminum-free deodorant assortment with the likes of Type:A, Art of Sport, Oars + Alps, Lavanila and Honestly Phresh, Taos AER is starting online with three scent variants of its natural deodorant in.

Taos deodorant