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PRIMARY is in the business of self-care, and that’s no accident. We think self-care is a terribly important piece to living productive, joyous, and inspired lives. It’s a foundation for everything that follows. If we take care of ourselves, we’re able to put our best selves into the world—and that’s more important than ever, don’t you think?

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PRIMARY Founder + Formulator Jessica Olsen

I’ve always had a knack for problem solving and a pesky—though often rewarding—penchant for digging in deep. My love for developing ideas, meticulously researching, and becoming intimately familiar with the unknown is what drives me every single day. I geek out over each step of the process and love sharing what I find along the way. I also have a strong desire to nurture others and help people heal. The inspiration for PRIMARY comes from these great loves. It’s a passion project in its truest sense, and I’m over the moon to bring to you the fruits of my journey.

- Jessica

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It's as much about what's in your deodorant as it is about what's not in it. Our formula is full of the type of non-toxic, naturally derived good stuff we like to see on labels. Our ingredients are compatible with your skin and work hard to keep you smelling good—and feeling fresh—while naturally detoxifying, purifying and cleansing.


"Congratulations. You totally nailed it. I feel like most natural deodorants just made me smell worse or irritated my skin. I love this stuff. It smells amazing and I love the way the bottle looks in my bathroom. I'm buying a second bottle to take on the go. Thank you so much!" - Loren


“I use one quick spray in the morning and I'm good. I'm just so impressed. No mess, no smell, ever.” - Dr. Leah Hanes 


“I have tried a lot of natural deodorants and found none of them worked effectively. I am so happy with Primary! I love that it is a spray so I don't have to dip my fingers into any pots, it dries clearly and it doesn't leave any residue on my clothes, and it smells good! The best part is that it actually works! Thanks for creating a much needed product!” - Jillian


“I have tried so many of natural deodorants and this has out performed all of them. I'm so glad I found your brand. Thank you PRIMARY!” - Kate


“My first thought handling this bottle was--WOW there is no way this works as great as it looks. I'm happy to report I was so wrong! As someone who has very little success with natural deodorants, I was super skeptical about this spray, but it honestly shocked me. It kept me drier and smelling fresher than I had ever expected. I especially love that it leaves zero residue, so I don't have to worry about my clothes getting ruined. Jessica is a wizard I am now addicted. Thank you!” - Christa