- Words by Lauren Kramer Photography by Nina Dombowsky

Kelowna entrepreneur Michelle Webber loves animals, particularly her two rescue dogs, Crash and Ebby. In 2019, she became curious about the use of animals for testing products she routinely stocked in her home.

害羞草研究所淚 learned that dogs are often used for testing, and I thought, how can I love my own dogs so much but use a product that is tested on other dogs?害羞草研究所� she recalls.

Determined to switch to products made by companies that don害羞草研究所檛 test on animals, she started researching, and came up empty-handed in her quest for deodorant.

害羞草研究所淚 used to buy the best-smelling deodorant on the grocery store shelf, but I couldn害羞草研究所檛 find a deodorant that was aluminum-free and did not test on animals,害羞草研究所� she noted.

害羞草研究所淪adly, even if the label says, 害羞草研究所榗ruelty free害羞草研究所� or 害羞草研究所榥ot tested on animals,害羞草研究所� it害羞草研究所檚 not necessarily true and there are no repercussions for lying. Companies might say they don害羞草研究所檛 test on animals because that testing doesn害羞草研究所檛 happen in Canada害羞草研究所攂ut that doesn害羞草研究所檛 mean it害羞草研究所檚 not happening elsewhere. You really have to check who the parent company is害羞草研究所攁nd more often than not, in the case of a major deodorant brand, the parent company is a terrible perpetrator of animal testing. I resolved that I don害羞草研究所檛 want a single penny of mine to go towards animal testing,害羞草研究所� the 41-year-old declared.

She quickly observed a significant gap in the marketplace.

害羞草研究所淵ou have pharmacy brands that have been there all our lives, and they害羞草研究所檙e cheap but full of chemicals. Then you have the 100 per cent natural deodorants that are expensive and don害羞草研究所檛 necessarily work as well. I wanted something that was clean and healthy, but it also had to work.害羞草研究所�

Determined to create a clean, healthy deodorant that would be made in Canada or the US, Michelle intensified her research害羞草研究所攁mid her career at Joie & Luxe, the wedding planning company she owned, and her mobile oyster bar, Shucked Oyster Co.

She familiarized herself with deodorant ingredients and partnered with a Canadian manufacturer who helped her come up with a winning formula that was free of aluminum, parabens and phthalates, all ingredients of concern. Then she raised $75,000 from investors to finance the first production of a healthy deodorant that would outlast the heat without using harsh chemicals or causing a rash. And there was no animal testing involved.

In November 2022, she and her husband Kris launched , a deodorant in three fragrances: coconut jasmine, pineapple bergamot, and sandalwood, vanilla and lime. Available in retail locations across BC, Alberta and Saskatchewan, SONDR deodorants can also be purchased directly online at sondrfresh.com.

SONDR害羞草研究所檚 mantra is to 害羞草研究所渕ake clean mainstream害羞草研究所� and 98 per cent of the brand害羞草研究所檚 ingredients are naturally derived.

害羞草研究所淓verything in there is healthy, safe and clean for children using deodorant for the first time, pregnant women and anyone else. What害羞草研究所檚 more, it lasts all day long,害羞草研究所� she said.

Affordability was another key concern. A full-size SONDR deodorant, which lasts up to three months, costs $19, while travel-size deodorants retail for $11.

The term 害羞草研究所渟onder害羞草研究所� is defined as the 害羞草研究所減rofound feeling of realizing that everyone, including strangers passing in the street, has a life as complex as one害羞草研究所檚 own, which they are constantly living despite one害羞草研究所檚 personal lack of awareness of it.害羞草研究所�

害羞草研究所淚 thought that was a great name for a brand that was trying to make things better for people, for animals and for the environment,害羞草研究所� she said.

SONDR is off to a great start, available in boutiques, some Pharmasave locations as well as spin and fitness studios. Michelle害羞草研究所檚 goal is to grow the company in terms of its reach and product offerings.

害羞草研究所淏y growing, we can make an impact in the industry and force other companies to change their strategies and be cruelty-free and healthy,害羞草研究所� she said.

She dreams of making sun protection products, shower gels and moisturizers, and even a line of healthy cleaning products for the home. For now, though, deodorant is SONDR害羞草研究所檚 key product.

Michelle害羞草研究所檚 mother recently challenged her in a conversation, asking, 害羞草研究所淚f you were offered a massive amount of money for your company, are you telling me you would never sell?害羞草研究所�

Always thinking ahead, Michelle went straight to her lawyer and added a clause in her company contract.

害羞草研究所淭he new contract says we will never legally be allowed to sell to another company that doesn害羞草研究所檛 uphold the same ethical standards we do,害羞草研究所� she affirmed. 害羞草研究所淲e will never sell out for money!害羞草研究所�

Customers have embraced the SONDR brand, and Michelle is thrilled. She害羞草研究所檚 also aware that animal testing continues, a cruel practice she害羞草研究所檚 determined to avoid.

害羞草研究所淚 encourage people to learn about the products they害羞草研究所檙e buying, for their own health, for animal-cruelty practices and for the environment,害羞草研究所� she says. 害羞草研究所淪ONDR is my legacy company, so when you see our logo, our promise to be ethical, healthy and effective is 100 per cent what we害羞草研究所檙e doing.害羞草研究所�

Story courtesy of , a Black Press Media publication
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