Type:A — a Santa Monica-based clean deodorant brand that’s not even two years old — is getting ready to launch in 1,500 Target stores.
Talk about overachieving.
The overachiever in charge is Allison Moss, founder and chief executive officer, who came up with the outlines of the brand during the spare time she had while caring for her newborn.
Before she took to this kind of serious multitasking, Moss held various roles at The Estée Lauder Cos. Inc., L’Oréal and AOL.
That gave Moss the beauty-industry experience and marketing chops to focus on Type:A, identifying the space between natural deodorants (which can be an ill-defined category given the sometimes flexible definition of natural) and antiperspirants (which are regulated by the government).
The brand’s products are aluminum-, paraben- and propylene glycol-free.
“For me, it’s about setting the highest bar for safety,” Moss said, noting the brand uses “safe synthetic” ingredients that help the products “hold up to high-intensity moments.”
The nontoxic deodorant comes in six scents and has been sold on its own web site as well as through Amazon and Credo. It was helped along by some exposure on Gwyneth Paltrow’s Goop in September, which Moss said “gives a brand a significant boost. If you’re got a good product, it can give you a running start.”
Now, Type:A is taking that momentum and leaping to Target, which will start carrying three scents — the leafy citrus of The Visionary, the wild mint and sea salt of The Achiever and the white floral linen and jasmine of The Dreamer.
The deodorants sell for about $10.
In all, that’s a lot to pull together in a short amount of time. Moss raised $2.4 million in seed funding, counting Marigay McKee and William Detwiler’s Fernbrook Capital Management as lead investor. Detwiler noted, “The company plays into the health and wellness theme which informs a large part of Fernbrook’s investment strategy.”
Type:A plans to raise Series A funding this year and is plotting an expansion into body care next year.