- 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.

B次元官网网址淚 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?B次元官网网址� she recalls.

Determined to switch to products made by companies that donB次元官网网址檛 test on animals, she started researching, and came up empty-handed in her quest for deodorant.

B次元官网网址淚 used to buy the best-smelling deodorant on the grocery store shelf, but I couldnB次元官网网址檛 find a deodorant that was aluminum-free and did not test on animals,B次元官网网址� she noted.

B次元官网网址淪adly, even if the label says, B次元官网网址榗ruelty freeB次元官网网址� or B次元官网网址榥ot tested on animals,B次元官网网址� itB次元官网网址檚 not necessarily true and there are no repercussions for lying. Companies might say they donB次元官网网址檛 test on animals because that testing doesnB次元官网网址檛 happen in CanadaB次元官网网址攂ut that doesnB次元官网网址檛 mean itB次元官网网址檚 not happening elsewhere. You really have to check who the parent company isB次元官网网址攁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 donB次元官网网址檛 want a single penny of mine to go towards animal testing,B次元官网网址� the 41-year-old declared.

She quickly observed a significant gap in the marketplace.

B次元官网网址淵ou have pharmacy brands that have been there all our lives, and theyB次元官网网址檙e cheap but full of chemicals. Then you have the 100 per cent natural deodorants that are expensive and donB次元官网网址檛 necessarily work as well. I wanted something that was clean and healthy, but it also had to work.B次元官网网址�

Determined to create a clean, healthy deodorant that would be made in Canada or the US, Michelle intensified her researchB次元官网网址攁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.

SONDRB次元官网网址檚 mantra is to B次元官网网址渕ake clean mainstreamB次元官网网址� and 98 per cent of the brandB次元官网网址檚 ingredients are naturally derived.

B次元官网网址淓verything in there is healthy, safe and clean for children using deodorant for the first time, pregnant women and anyone else. WhatB次元官网网址檚 more, it lasts all day long,B次元官网网址� 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 B次元官网网址渟onderB次元官网网址� is defined as the B次元官网网址減rofound feeling of realizing that everyone, including strangers passing in the street, has a life as complex as oneB次元官网网址檚 own, which they are constantly living despite oneB次元官网网址檚 personal lack of awareness of it.B次元官网网址�

B次元官网网址淚 thought that was a great name for a brand that was trying to make things better for people, for animals and for the environment,B次元官网网址� she said.

SONDR is off to a great start, available in boutiques, some Pharmasave locations as well as spin and fitness studios. MichelleB次元官网网址檚 goal is to grow the company in terms of its reach and product offerings.

B次元官网网址淏y growing, we can make an impact in the industry and force other companies to change their strategies and be cruelty-free and healthy,B次元官网网址� 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 SONDRB次元官网网址檚 key product.

MichelleB次元官网网址檚 mother recently challenged her in a conversation, asking, B次元官网网址淚f you were offered a massive amount of money for your company, are you telling me you would never sell?B次元官网网址�

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

B次元官网网址淭he new contract says we will never legally be allowed to sell to another company that doesnB次元官网网址檛 uphold the same ethical standards we do,B次元官网网址� she affirmed. B次元官网网址淲e will never sell out for money!B次元官网网址�

Customers have embraced the SONDR brand, and Michelle is thrilled. SheB次元官网网址檚 also aware that animal testing continues, a cruel practice sheB次元官网网址檚 determined to avoid.

B次元官网网址淚 encourage people to learn about the products theyB次元官网网址檙e buying, for their own health, for animal-cruelty practices and for the environment,B次元官网网址� she says. B次元官网网址淪ONDR is my legacy company, so when you see our logo, our promise to be ethical, healthy and effective is 100 per cent what weB次元官网网址檙e doing.B次元官网网址�

Story courtesy of , a Black Press Media publication
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