Indie brand targets underserved consumer market with natural deodorant formulation for kids and teens



As reported in a study​ in the Journal of the American Academy of Dermatology, “sensitive skin affects around 50% of [the] adult population.” As a result, a myriad of products formulated for sensitive skin are launched every year, from serums, lotions, and creams to cosmetics, body washes, and deodorants.  

However, there are few deodorants marketed towards children and teenagers currently available – and even less that contain natural ingredients and are formulated for sensitive skin. Kobi, however, is looking to become a disruptor in this niche personal care product space.

We spoke with Siôn Owen, Founder and CEO at Kobi for his insights into what influenced the development of Kobi Natural Sport Deodorant for kids and teens, the research and development process behind the product’s formulation, and his projections for the biggest trends and opportunities for the brand in the personal care product space.

Kobi’s mission

Owen did not start his career in the personal care product space, having spent over a decade and a half working in marketing at tech companies. Instead, the inspiration for Kobi came from personal experience, he shared.

“My friend’s nine-year-old daughter suddenly came home from school one day with eye-watering body odor” he explained, and “being still a young child with sensitive skin, my friend wanted a gentle, kid-friendly deodorant for her, but there was nothing like that on store shelves and only a few lackluster options online.”

Eventually, having “stumbled upon what I felt was an interesting opportunity,” he continued, “I set out to create a deodorant that wouldn’t irritate the more sensitive skin that kids have,” and “shortly thereafter launched the Kobi brand, and our kids’ deodorant product as a side project to see if there was any demand.” 



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