Pretty Frank
Coconut Lime Natural Deodorant
Score calculates positive impact and is out of 10 points. See how score breaks down ⟶
Cruelty-free and organic, this natural deodorant uses aluminum free baking soda to provide all day protection, leaving you smelling instead like a tropical vacation. It’s also free from parabens and artificial fragrances.
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Buy Better Score: How it breaks down
Here at Live By we’ve designed a data-driven and science-based algorithm that assesses the environmental and social impact of a product. The output of this is the Buy Better Score, an at-a-glance indicator of whether a product is a quantifiably better alternative. For added insight, we’ve provided a high-level overview of how a product performs in the three areas that matter most: planet, animals, and people.
Having full transparency over a product means that we can make purchasing decisions that will have the greatest positive impact on the world and makes it easier to raise a hand for the causes we care about most. Learn more about our method ⟶
Planet
These days it’s become pretty clear that the planet and its extremely complex systems are suffering as a result of human activity. Perhaps the most widely discussed (and debated) is climate change, although this is not the only system under considerable strain and all require our attention.
Planetary related factors that we consider include: whether a product contains organic ingredients, soy, plastic, commonly avoided chemicals, uses sustainably sourced paper/cardboard, is recyclable or biodegradable, uses reduced product packaging, and whether the brand producing a given product has taken steps to mitigate their climate impact.
Animals
We humans share this planet with a stunning array of animals. So many, in fact, that scientists still aren’t even sure how many species there are. While we might not know just how many animals there are, we do know that animals are sentient, able to think, feel pain, have emotions and, in some cases, communicate with humans.
When considering a product’s impact on animals we look at: whether a product is vegan, organic, has been tested on animals, contains palm oil, microbeads, chemicals known to be particularly harmful to reefs and ingredients derived from bees.
People
It’s not possible to address environmental issues without looking at the human-factor as social inequality all but guarantees that the poorest and most vulnerable people will bear the brunt of adverse effects caused by the environmental crisis, leading to a vicious cycle of increased impoverishment and decreased resiliency.
The majority of impact on humans is driven at the brand level so we consider: where a company’s head office is located, where products are manufactured, whether a company tangibly supports gender equality and inclusivity, is transparent, and gives back.
Didn't find what you're looking for?
We’re always updating the Live By store with ethical products made by brands that care about making a difference. If we don’t currently have the product you’re looking for, let us know in the form below and we’ll check it out. If it meets our criteria, we’ll add it to our store – and if you want, we can also let you know that it’s live 🙌
Disclaimer: All content on the Live By site is intended for reference purposes only. Live By does not represent brands or their products and does not represent or warrant that any of the ingredient, allergen, nutrition or other pertinent product information on the site is accurate or complete. All information is sourced to the best of our knowledge at time of publication. On occasion, manufacturers and/or retailers may update or otherwise change product formulas. We therefore recommend that you do not rely solely on the information presented on our site and that prior to purchase you always review the product’s label or contact the manufacturer directly if you have specific product concerns or questions.
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