After leaving university with a degree in social innovation and marketing, I spent a transformative year travelling. In New Zealand, I combined a newfound love of meditation and wellness with the beauty of the country and its people. Despite being an avid traveller, their unique consideration for one another and their diverse environment struck me as respectful and empathetic beyond anywhere else I have ever been.
Living in concrete jungles with iPhone 18s, we forget that we are as much a part of nature as the seas and the trees. I still wear a jade necklace and a Maori mantra remains my guide through life’s ebbs and flows: ‘I am the river and the river is me'.
This brought me back to a project I had previously undertaken through an accelerator program - a refillable deodorant. Because why do we need harmful chemicals housed in plastic as the answer to one of life's most old, natural and ubiquitous questions?
Maybe if we could start each day with a natural, sustainable choice then we could make more conscious decisions throughout the day. When I started Rollr, deodorant had been left behind by innovations in beauty and personal care for a long time. It remained as it has always been - boring. A functional tool that we all start each day with for most of our lives. But Rollr brings a change.
Unlike our competitors, Rollr is an upgrade, not a compromise.
And because an upgrade for deodorant is so long overdue, when we say upgrade, that includes everything. Rollr sets a new precedent in terms of natural efficacy and refill technology. That's why we have two patents pending for our unique design and refill mechanism. By choosing Rollr refills, you're saving 90% more packaging from being made, shipped and wasted compared to other deodorants. That's a whole lot to feel good about.
But Rollr's upgrade is also about looking and smelling like your favourite perfume. Its about enjoying a gua sha-esque massage on one of the most sensitie parts of your body whilst naturally unique gemstones that aid in lymphatic drainage.
Now, you can feel good about rolling on our probiotic formula whilst feeling great about the impact you're making on our planet.
No more throwing away unrecyclable pressurised canisters or bottles made from 3 different types of plastic that each need to be taken apart, cleaned and recycled.
No more sticky, waxy clumps, white marks or ruined shirts.
No more sweating through your favourite outfit or using Dove on the weekends.
Every part of Rollr was crafted over 4 years to be better so that you, our users, can feel good about the Rollr experience and its impact on your body and planet.
This is where our mantra 'for pleasure and planet' comes in.
If a good experience is feeling delight, then a great experience crafted from positive impact is surely pleasure.
Because what could be more pleasurable than a skin-tingling, olfactory oozing, shelf showstopping, natural satisfaction in choosing to start each day with an experience to savour based around ethics that promote a healthier more sustainable life?
Launching in 2025
After 4 years of development, over 40 formulations, 3 chemists, more than 70 testers, hundreds of ingredients, around 70 3D printed parts and 2 patents pending, Rollr - the refillable roll-on deodorant - will launch in 2025. This is hugely exciting and in all honesty, about bloody time! I'm lucky enough to have worked with some of the most celebrated creatives in the world - Mother Design - and I believe that Rollr’s brand world is truly beautiful.
Swapping off white for deep purple and ‘eco-first’ for ‘pleasure and planet’, 2025 will test the market’s readiness to react to a brand that aims to change how people perceive something we all use everyday. If it succeeds, it will prove a massive point - that pleasure can drive sustainability… and that is something that I think few people could imagine or believe.
If true, it sets an unbelievable, consciously hedonistic precedent
- that to create a more sustainable and fulfilling future, we must focus on deepening the delight of the products in our everyday lives. We must go beyond simply satisfying customers and do more than offer a better sensorial experience.
We must offer pleasure - a version of satisfaction and delight that by it's nature includes how we feel about a product. If we want to feel good about the impact our choices make, then true pleasure must include the best experience - from sensorial input to feeling positive about our decisions.
And that's what I hope to prove with Rollr - that today, with all that is going on in the world, that our choices still matter. That we deserve better. That we can do more for our planet. And that by making simple choices, we can truly feel good about feeling good.