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Jana Starcevic, co-founder of The Completist in London, UK
Jana Starcevic, co-founder of The Completist in London, UK
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The Cleo+Coco Story: Real Ingredients. Powerful Protection. Unstoppable You. Born from Frustration, Built with Purpose Five years ago, I stood in the personal care aisle of my local store, frustrated and defeated. As a mother of young children, I was determined to find a deodorant that actually worked without exposing my family to hormone-disrupting chemicals, aluminum, or mysterious "fragrance" ingredients that manufacturers hide behind regulatory loopholes. Product after product promised "natural" or "clean" formulations, yet every single one either contained questionable ingredients or simply didn't deliver the protection my active lifestyle demanded. That moment of frustration became the catalyst for Cleo+Coco—a brand born from the simple belief that no one should have to choose between their health and feeling confident all day long. Two Years of Obsessive Innovation What followed was an intensive two-year journey of research, formulation, and testing. I wasn't interested in creating another "natural" product that barely worked. I wanted to revolutionize the entire category by proving that clean ingredients could deliver superior performance. Working with cosmetic chemists and ingredient specialists, I discovered the power of combining five hero odor-fighting ingredients that had never been used together: activated charcoal for detoxification, magnesium for natural antimicrobial protection, probiotics to support healthy skin microbiome, mandelic acid for gentle exfoliati
The Cleo+Coco Story: Real Ingredients. Powerful Protection. Unstoppable You. Born from Frustration, Built with Purpose Five years ago, I stood in the personal care aisle of my local store, frustrated and defeated. As a mother of young children, I was determined to find a deodorant that actually worked without exposing my family to hormone-disrupting chemicals, aluminum, or mysterious "fragrance" ingredients that manufacturers hide behind regulatory loopholes. Product after product promised "natural" or "clean" formulations, yet every single one either contained questionable ingredients or simply didn't deliver the protection my active lifestyle demanded. That moment of frustration became the catalyst for Cleo+Coco—a brand born from the simple belief that no one should have to choose between their health and feeling confident all day long. Two Years of Obsessive Innovation What followed was an intensive two-year journey of research, formulation, and testing. I wasn't interested in creating another "natural" product that barely worked. I wanted to revolutionize the entire category by proving that clean ingredients could deliver superior performance. Working with cosmetic chemists and ingredient specialists, I discovered the power of combining five hero odor-fighting ingredients that had never been used together: activated charcoal for detoxification, magnesium for natural antimicrobial protection, probiotics to support healthy skin microbiome, mandelic acid for gentle exfoliati
