The healthy deodorant spray was launched in 2019 and it has been gaining traction both in Ireland and the UK. 

Irish beauty brand Indeora, a healthy magnesium-based deodorant, has been nominated alongside a range of global brands in the Best in Wellness category of The Vogue Beauty Awards 2020.

Created by Meath woman Eimear Tully, the deodorant spray is scented with natural coconut and vanilla oils, and took over two years to research and develop.

“It’s amazing to see an Irish made brand shortlisted among some very large global beauty brands”

The healthy deodorant spray was launched in 2019 and it has been gaining traction both in Ireland and the UK, and Eimear plans to launch the product in the US soon.

The magic ingredient

The company was started after Eimear began to question the components of everyday antiperspirant and its effect on a person’s wellbeing as she was hearing many stories of women being diagnosed with breast cancer.

Along with her partner who works as a doctor, the two started sourcing different alternatives to use for the base of the product, and they eventually settled on using magnesium.

Magnesium is responsible for hundreds of functions in the human body and in Indeora’s case, it helps keep one’s odour free for up to 24 hours.

“I grew up with asthma and used antiperspirant sprays for years, but it affected my breathing”

The product is currently stocked in over 85 pharmacies and health stores around the country and is also available to buy online and through an online wellness site in the UK.

“It was a huge surprise to find out that we were nominated,” said Eimear Tully. “I am very proud of the fact that all our development and manufacturing is done here in Ireland and it’s amazing to see an Irish made brand shortlisted among some very large global beauty brands.

“Our healthy deodorant has been well received generally and this nomination by Vogue shows that there is a growing movement towards health and wellness products in the world of beauty.”

Eimear Tully, founder of Indeora. Picture by Shane O’Neill, SON Photography

 

Eimear is a participant on Starting Strong, a sister programme of the award-winning business development programme Going for Growth, which assists ambitious female entrepreneurs to achieve their growth aspirations. 

Eimear said she was inspired to create her own deodorant after struggling to find a natural deodorant that suited her.

“I grew up with asthma and used antiperspirant sprays for years, but it affected my breathing, so I tried many of the natural ones available, but I felt they could be improved on in terms of effectiveness and ease of use.

After I conducted some market research and got positive results, I decided to delve further into research and development to create a simple and healthy alternative for underarm care,” she added.

Voting in open until midnight on Sunday, May 17 and the full list of winners will be announced in British Vogue’s August 2020 issue. You can vote for Indeora in the Best in Wellness category on the Vogue website.

By Stephen Larkin

Published 15 May, 2020

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