Si:zen was born from a very real place — my own journey through growth, challenges and a constant pull toward living more intentionally. This is the story of how that journey became a deodorant.
A diagnosis that changed how I saw everyday products
After being diagnosed with endometriosis and adenomyosis, I started paying much closer attention to what I was putting on and in my body. Not out of fear, but out of curiosity and care.
That curiosity led me down the path of natural products — and quickly, I realised how confusing, overwhelming and underwhelming that space can be. Products that claimed to be "clean" but weren't natural. Products that were natural but didn't actually work.
That's where Si:zen began.
Why "natural" wasn't enough
We kept hearing the same thing from women we spoke to: natural deodorant didn't work. People wanted a better option — something aluminium-free, without harsh chemicals, made with ingredients they could understand. But too often, they were left disappointed.
Products that felt good in theory didn't hold up in real, everyday life. Choosing a natural deodorant shouldn't mean compromising on performance, second-guessing whether it's working, or reapplying throughout the day.
So we set out to build something different — a natural deodorant for sensitive skin that delivers long-lasting odour protection without blocking sweat or disrupting the body.
Five years, eight formulations, one focus group
Si:zen wasn't created overnight. It took five years to develop — working with a dedicated focus group of 15 women and testing and refining 8 different formulations along the way.
Every version was shaped by honest feedback: how it held up throughout the day, what didn't work, what felt good on sensitive skin, and what people would actually use consistently. Because natural deodorant isn't just about ingredients — it's about performance.
Too many products in this category rely on good marketing but fall short in real results. We focused on doing the opposite: continuous testing, simplifying and refining, until we had a formula designed to deliver effective odour protection using ingredients people could trust and feel confident using every day.
Launching the 45g — and selling out
In June 2024, we launched our first product: a 45g natural, aluminium-free deodorant, formulated without harsh chemicals or unnecessary additives. It was designed as a test — a way to put five years of development in front of real customers and see if it held up.
It did. We sold out of our 45g deodorant in January, and the response from our community told us we were solving a real problem, not just a theoretical one.
What's next: a bigger Si:zen
We're now getting ready to launch our natural deodorant in a bigger 75g size, in one scent to start. It's the next step in building a complete range of body care essentials grounded in performance, simplicity and transparency — fewer, better products, with ingredients chosen carefully and explained clearly.
A note from me
I wanted to create a brand that helps people move to natural without the stress — a brand you can trust to do the thinking for you. No complicated routines, no scare tactics. Just everyday essentials that work, feel good and fit seamlessly into real life.
Si:zen is about saying yes to a more zen way of living. Choosing products that support you, simplify your routine and help you feel confident in the small, daily moments — in whatever si:zen you're in.
Thank you for being here and for trusting us. We're just getting started, and I'm so excited to grow alongside you.
Stay bold,
Amy
Founder, Si:zen
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