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. We ate thoughtfully, paid attention to ingredients and chose natural where we could.
Then one day I realised 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 sent me down a rabbit hole.
The deeper I looked, the more questions I had.
And 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 became years of testing, reformulating, failing, learning and starting again; along with increasingly detailed questions about ingredients 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.
And 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.
AJUNI was born from a simple belief: