These days, there’s a lot of B.S. in the natural market. Artificial this. Superficial that. A lot of pose and posture, served up with a healthy dose of deception. Sometimes it feels like our national slogan should be “Profits > People.”

Turns out, there are actually people out there that will shoot you straight, step up to the plate, deliver quality products that are good for you, won’t try to trick you, and just tell it like it is.

Since 2012, we’ve been keeping things real and producing the highest-quality natural deodorants and personal care products in human history as Primal Pit Paste. Our founder, Amy Perez, did what any entrepreneurial mom would do when faced with a lack of natural, effective deodorant options for her young daughter: she scoured every bit of scientific research she could get her hands on to identify the ingredients she should use to create the most natural, least toxic, actually food-grade edible (probably don’t eat it, but fine if you do) all-natural deodorant on the planet. Totally normal, right? Definitely not.

It was an entirely obsessive, completely uncompromising push to develop the very best deodorant on the market. And it worked.

Over the years, The Big Guys have taken notice of just how well it worked. And now, the natural products industry is in a David-versus-Goliath-level struggle to see who gets to determine where the market goes next.

So with lawsuits flying, and unconscionable amounts of money being thrown into the gauntlet, we’ve decided to take charge of our own destiny. Rather than wait around to see what The Man decides to do next, our pioneering team of pit masters is forging our own path. Again. This time, as Pretty Frank.

We’re still the same eco-conscious, slightly obsessive, totally uncompromising brand you know and love, but we’re ringing in the new decade with a new name. Why? Because we want to help as many people as possible live happier, healthier lives. “Pretty Frank” is a nod to our bold, outspoken personality and commitment to total transparency. In an industry full of copycats, short-cutters and toxic products masquerading as all-natural, we’re just here to be straight up about things.

Amy Perez maintains 100% ownership, and we’ll keep flying our anti-establishment flag in a sea of corporate complacency for as long as people want us to.

But let’s get real – life’s too short for B.S. It’s time to get Pretty Frank.