In 2018, she reformulated it to transition from arrowroot, a common natural deodorant ingredient she says has a “high potential for contamination” that can complicate a “purely clean” product, to non-GMO cornstarch and organic tapioca powder. Keheley designed it as a gel-to-powder anhydrous format that was an antidote to the dry, chalky sticks on the market. Taos AER’s deodorant took four years to perfect. “Consumers are championing a movement from personal care to lifestyle care, and that’s where Taos AER has a voice.” They should have a lot of sensory enjoyment and pleasure while they provide the experience of doing something good for yourself.” “I don’t think they have to be rote or mindless.
Our wellness routines are the perfect place to create connection and find meaning in daily life,” says Keheley. “For the Romans and Greeks, the timing and physicality of rituals were really important. The AER in Taos AER is a reference to the ancient idea of aether, the element in the upper sky. It’s bathed in earth tones inspired by Taos, where she lives and the brand is headquartered, and is intended to improve upon with routine personal care maintenance with upgraded fragrance and texture. Taos AER unites her background by drawing upon her artistic sensibilities and archeology roots. Kristine Keheley, who launched Vapour with Krysia Boinis in 2009, studied classical archeology and art at Dartmouth College before embarking on a beauty career that advanced clean beauty on both the brand and manufacturing sides of the industry. mini sizes of its lavender myrrh, palo santo blood orange and ginger grapefruit varieties for $12 each. I call it everyday elevated essentials or the utilitarian step to prestige.” Taos AER’s deodorants are available at Target, Anthropologie, Credo, The Detox Market, Follain and Aillea. “Consumers are championing a movement from personal care to lifestyle care, and that’s where Taos AER has a voice. and founding partner at Ancora, which invested in Vapour in 2018. Today’s consumer wants a higher level of experience,” says Lori Perella Krebs, former president of Frédéric Fekkai & Co.
“What we see historically in deodorant and other commodity-type personal care products is they have been bought with little thought. Mini sizes are priced at $12, and 1.7-oz. The brand is available at Anthropologie, Credo, The Detox Market, Follain and Aillea as well. mini sizes: palo santo blood orange, lavender myrrh and ginger grapefruit. Born in 2017 as an extension of Vapour, Taos AER is separating from its parent to become a distinct personal care brand entering Target.Īt the massive retailer, which has amplified its aluminum-free deodorant assortment with the likes of Type:A, Art of Sport, Oars + Alps, Lavanila and Honestly Phresh, Taos AER is starting online with three scent variants of its natural deodorant in.
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