At ATTITUDE, we believe it's time to de-stigmatize sweat! For too long relegated to the rank of shameful bodily reactions, we decided it was time to educate people about its many beneficial effects and thus dispel false rumors about transpiration!
Because no; sweating is not undesirable or a sign of poor personal hygiene, on the contrary! You’ll never see sweat the same way again, and if you haven't already, we're sure we'll convince you to swap your stick of antiperspirant for a natural deodorant.
What is sweat?
Sweat is mostly made of water, but it also contains urea, minerals and lactic acid - all odorless elements. So why does it sometimes have an unpleasant odor? It's the fault of skin microorganisms that "feed" on our sweat, and the more these bacteria have to "eat," the stronger the smell, hence the importance of washing quickly after sweating heavily.
But why do humans sweat? In fact, sweating helps regulate body temperature. The hotter the weather is, or the more intense our level of physical activity, the more we sweat. In extreme situations, if we didn't sweat, we would be risking thermal shock. Think of it as integrated air conditioning: the human body is well made, right?
A little history of the shame associated with sweating
Did you know that people started to be self-conscious about sweating only a hundred years ago? Which is very little, historically speaking, when you consider that homo sapiens have been around for hundreds of thousands of years!
As you might expect, this all stemmed from a marketing stunt from an antiperspirant company whose zealous editor had the idea of creating an advertising campaign that focused entirely on women supposedly not being able to marry if they were sweating.
A few years later, this shame was also applied to men. The advertising trick used for gentlemen? To instill in them the fear of not keeping their jobs if they were sweating, because perspiration "was unprofessional" ...
These campaigns based on people's (alleged) biggest phobias had a phenomenal success, and several companies then took up the same concept, declined in all kinds of ways, but always shocking. The popularity of these scent sticks that block sweat glands quickly grew, and this hygiene product was quickly ranked as an everyday essential, along with soap.
Natural deodorants vs. conventional antiperspirants
You might be wondering what the difference is between a natural deodorant and a conventional antiperspirant? A deodorant does not block sweat glands and therefore does not prevent sweating: it simply neutralizes unwanted body odor and it can also minimize humidity. The body therefore keeps its integrated temperature regulation system, without however giving off foul smells!
An antiperspirant prevents the natural phenomenon of sweating by blocking the sweat glands. While it doesn't leave unsightly sweat stains, it alternates the natural process of sweating.
If you are transitioning from a conventional antiperspirant to a natural deodorant, expect to experience a few days or weeks of adaptation. This is quite normal as your body needs to get used to sweating again. To find out how to make this transition more enjoyable, check out this blog post.
ATTITUDE's natural deodorants are formulated with natural plant and mineral ingredients such as maranthus (Maranta arundinacea) and cornstarch to absorb moisture and odors. These unisex deos suitable for both men and women are aluminum-free and therefore do not block natural perspiration. Rather, they create a hydrophobic barrier preventing bad smells, because they prevent the proliferation of the bacteria responsible for them.
Easy to apply thanks to their silky texture that we owe to the presence of vegetable wax, shea butter and coconut oil, they are pleasant deodorants to wear all day long, regardless of our activities.
In addition to being natural, these deodorants are healthy and ecological. They are free from aluminum, parabens, triclosan, steareths, phthalates, and artificial colors, ingredients often found in conventional deodorants and antiperspirants. ATTITUDE's deos are EWG VERIFIEDTM, which means they are free of ingredients of concern according to the Environmental Working Group, an independent, non-profit organization that collects and shares public information in order to protect human health and the environment. They are also proudly vegan and cruelty-free, like all ATTITUDE products and for every ATTITUDE deodorant sold, a tree is planted.
Finally, they are presented in an innovative zero plastic packaging that is fully compostable or recyclable, which helps to reduce our consumption of this polluting material. To compost, just break the tube into pieces before putting it in the bin. Easy, efficient ... and revolutionary!
Our body, our choice
At ATTITUDE, we firmly believe that what we do with our body is our choice, but we also believe that we have the right to know all the data before choosing what is best for us. And we wonder why we would prevent a phenomenon as natural as perspiration? That’s why we created the deodorant we wanted to wear, and that it accompanies us in our daily life. To discover all the different aromas of natural deodorant, go to our website!