Our Story

AJUNI began with two uncomfortable experiences.

The first happened in a hot yoga class.

The second happened in a very crowded elevator.

Neither involved enlightenment.

Both involved deodorant.

For years, I thought I was doing all the right things. My family ate thoughtfully. We paid attention to ingredients. We chose natural where we could and questioned things most people never think about.

Then one day I realized I had spent years obsessing over what we were putting into our bodies while paying almost no attention to what we were putting on them.

That realization sent me down a rabbit hole.

The deeper I looked, the more questions I had.

The more natural deodorants I tried, the more frustrated I became.

The safe ones didn't work.

The effective ones didn't feel particularly safe.

Apparently, the world had decided that freshness and peace of mind could not coexist.

I disagreed.

So I did what any slightly obsessive researcher would do.

I started making my own.

What began as curiosity quickly turned into experimentation, testing, reformulating, failing, reformulating again, and asking increasingly detailed questions about ingredients that most people have never heard of.

My family became the unwilling participants in what was essentially a long-running deodorant trial.

There were successes.

There were failures.

There were many conversations that began with, "Can you try this version?"

Eventually, something remarkable happened.

It worked.

Not just in theory.

Not just in air-conditioned rooms.

In Indian summers.

In stressful meetings.

In sports practice.

In everyday life.