Behind the Scenes with nuud

How a small tube can change your daily body care

Do you remember the 8x4 Cherry Rock scent, that was generously shared after seventh grade gym class, or the endless bottles of half full CD-Roll-Ons resting in the bathroom cupboard? Nuud will make an end to the waste of devilish sweet try-outs and barely-used ones. The anti-odorant promises a three to seven days scent-free experience and is additionally the eco-friendliest product your armpits will ever meet.

The Utrecht based founders of nuud, Martijn van Seters and Loek van Doorn, wanted to invent a sustainable and effective alternative, without any harmful chemicals and as natural as possible – to stop the madness of pollution by the cosmetics industry. They created a cream with ten magical ingredients including coconut oil, castor oil, zinc oxide and, most importantly, micro-silver that prevents the smell of sweat.

Nuud is delivered in a biodegradable cardboard box and comes in a cute pink 15 milliliter tube that is made of 100 percent recyclable sugar cane. The content is as highly concentrated as a world champion chess player thats why you only need a small amount of cream, which can easily be applied with your fingers. The product guarantees that you will be free of scent for at least three days, even if you go for a run on a Hillside or dive in the Mediterranean Sea. Most costumers use nuud twice a week, which makes the tube last for four to six weeks.

The usage of micro-silver in nuud, which neutralizes the bacteria, is ideal: Firstly, it is too big to get under your skin and into your body, in contrast to the aluminum or nano silver that you usually find in deodorants. Secondly, the silver is caught up in water filtering systems, so it doesn’t end up in our rivers and oceans.

Being concerned about its consumers, the nuud-Team offers explanations of every single ingredient contained in the cosmetic product on their website. This openness makes us more conscious about what substances we use for our body. And the positive feedback is enormous. “Over 450.000” costumers are in love with nuud. A dream come true for our armpits.


Freiraum: You created a deodorant which is effective and at the same time innocent. Did you have a personal frustration-moment with conventional deodorant-products?
nuud: Yes, every one of the founders experienced the limitations of conventional deodorant. Especially at work: When stress-sweating, you really start to smell those activated, cheap perfumes in those deodorants. You start to smell like a cab at the end of a busy day. But also a lot of natural ones weren’t effective enough or didn’t smell nice. So we knew we wanted nuud to be an effective, innocent and odorless deodorant.


Freiraum: You created a deodorant which is effective and at the same time innocent. Did you have a personal frustration-moment with conventional deodorant-products?
nuud: Yes, every one of the founders experienced the limitations of conventional deodorant. Especially at work: When stress-sweating, you really start to smell those activated, cheap perfumes in those deodorants. You start to smell like a cab at the end of a busy day. But also a lot of natural ones weren’t effective enough or didn’t smell nice. So we knew we wanted nuud to be an effective, innocent and odorless deodorant.

F: How did people first react to the idea of nuud?
nuud: First reaction: “how do you pronounce ’nuud?" And after that: "why are you guys so into deodorant?’" And after that: "please let me try it, I’m not happy with my current deodorant at all!"

F: Looking at the beauty industry, a lot is changing – what do you think will be the next big thing?
nuud: More focus on product and effectiveness, less on packaging and aesthetics which hopefully results in more sustainability in the industry. It’s the industry’s answer to the ‘buy less but better’-trend amongst consumers. We like it!

F: What do you usually not talk about when being asked about nuud? Maybe there’s a funny story you’ve never told or a topic you think no one wants to be concerned with?
nuud: Nuud is used in lots of other places than just armpits; Everywhere people sweat on their bodies, nuud comes to the rescue. So maybe our mission should be: fresh armpits, feet, thighs and busts worldwide!