Kelly Slater's Freaks of Nature Deodorant Is Now in 250+ Whole Foods Stores
Kelly Slater's Freaks of Nature put its aluminum-free, baking soda-free deodorant in 250+ Whole Foods stores. The 48-hour claim is the brand's own.
From the surf shop to the checkout line
Aluminum-free deodorant has been a natural grocery staple for years. The hard part has always been finding one that lasts.
A pro surfer’s brand is now betting it can make that pitch from a Whole Foods shelf.
What's happening
Freaks of Nature announced the launch on October 19 in a release posted on Fitt Insider. Everyday Endurance Deodorant is going into “select” Whole Foods stores nationwide, 250+ of them, per the company. The release doesn’t list which stores or give a price.
The three scents:
- Santal Dune: sandalwood and amber with carrot, cardamom and vetiver
- Cedar Peak: eucalyptus and mint with lavandin and geranium
- Bergamot Canyon: oakmoss and cedarwood with white tea, neroli and bergamot
The formula has zero aluminum and zero baking soda, according to the brand, and uses zinc ricinoleate, Sinodor and SMA’RT TEC deodorizing technology. It’s vegan and dermatologist tested, the company says.
Whole Foods is part of a bigger 2026 retail push to roughly 400 doors, including Erewhon, Credo Beauty, REI, Revolve and Urban Outfitters. The brand says more national retailers are coming in fall 2026 and spring 2027. It’s also sold at freaksofnature.com and on Amazon.
The surfer's deodorant just paddled into the grocery aisle.The WellWham perspective
Our read: celebrity reach meets the baking soda problem
This is our analysis. “No baking soda” is the detail to watch. Plenty of natural deodorants lean on baking soda, so a formula without it gives shoppers who want a different option something new to try.
Kelly Slater’s name gets the stick noticed. It doesn’t tell you whether it works on a hot day. That part is up to your armpits.
The reality check
The brand says the deodorant “works with the skin’s microbiome to neutralize odor at the source” and delivers “48-hour odor protection and wetness control.” Those are the company’s claims, and the release doesn’t share testing details. Aluminum-free deodorants don’t block sweat the way antiperspirants do, so “wetness control” here isn’t the same as an antiperspirant.
If you have sensitive skin, patch-test first. Fragrance is part of every scent.
The close
Kelly Slater has spent a career riding big waves.
Now his deodorant is riding the Whole Foods personal care aisle.
Sources
- Freaks of Nature via Fitt Insider, October 19, 2026: insider.fitt.co
Brand information: Freaks of Nature via Fitt Insider
