It all started in 2011 when Anat realised it was nearly impossible to find any aluminium-free deodorants in her local stores and supermarkets, and the few aluminium-free brands just didn't work. So, she decided to take matters into her own hands and began mixing deodorant formulas in her kitchen at her Nelson home.
"I started making personal care products for myself and my family as I was disappointed by non-effective natural products I've purchased, such as an all-natural aluminium-free deodorant.
Every deodorant was only good for about an hour, so we needed to keep reapplying throughout the day, making the whole process awkward, pricy and wasteful.
It was then that I decided to try and make my own deodorant.
That was the first breath of 'It's All Good'.
“Back then, most people weren't interested in knowing what was in their personal care products, unlike today. Artisan-made natural & organic personal care products weren't so popular and weren't as readily available.
"Since creating an effective deodorant formula and finding the results were way better than any other deodorant we have ever used in the past, I dove deep into the rabbit hole of 'what is ACTUALLY in the products that we use?'.
From all the knowledge I have gathered through my thorough research and education, it was clear that many products that were available on the market weren't really natural or beneficial but were actually harmful. Therefore, I decided to develop a super-effective, eco-friendly, natural and organic personal care brand with premium active and safe ingredients that are designed to enrich your health and wellbeing".