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Problem
Traditional bodycare products are wasteful and full of chemicals. Plus, few "natural" alternatives actually work
Millennials and Gen Z consumers demand a higher standard from brands and products, especially when it comes to personal health, environmental impact and customer experience. For them, traditional body care products, including deodorant, must not sacrifice performance or product experience at the expense of using natural ingredients or wasteful plastic over-packaging.
Solution
Refillable, plant-powered bodycare that does what it should, and then some
Myro makes clean, environmentally-friendly body care products, starting with deodorant. We heavily invest in R&D to create plant-powered formulas that meet or exceed desired performance and, while we're at it, deliver mood-boosting benefits through natural fragrances and essential oils.
Our formulas are long-lasting and entirely non-toxic, and our packaging is pro-planet too!
Myro's refillable cases, recyclable refill pods and subscription service model help eliminate plastic waste and promote sustainable consumption practices.
Product
99% natural deodorant that 100% works
We made Myro the right way, with a harder-working formula and fewer ingredients than other deodorants. Our product is vegan, gluten, soy and mineral oil free, and aloe-based for a soothing, comfortable glide.
Myro's formula also includes bacteria-neutralizing probiotics and sage to keep you feeling fresh. And, yes, it really works! Our new Myro+ line has been clinically tested for 24-hour odor protection!
Myro is totally customizable!
Customers can choose from 9 scents and 7 case colors, and our easy-to-use refill system means you can change your scent at any time so that Myro always matches your mood.
We deliver refill pods at the frequency that's right for you. You can update your scent preferences, press pause, or cancel your subscription at any time.
Myro's refillable cases are made for keeps, not the landfill. They're dishwasher safe and TSA compliant. Our fully recyclable refill pods use 50% less plastic than typical deodorants. In 2019 alone, Myro consumers have saved the equivalent of 3M+ plastic bags by switching to our sustainable refill system.
Traction
Over $8M+ sold!
We booked $8M+ in revenue by growing our direct-to-consumer presence as well as testing retail channels.
We also won the 2020 Glamour Beauty Award, Parents Magazine's Green Picks of 2020, Wallpaper* Design Award, Refinery29's Beauty Innovator Award among many others....
The Best Deodorants For Women
"Work hard and smell great"
Best Natural Deodorants For Men
"Natural deodorant that’s also eco-friendly — and Myro nailed it"
Best Refillable Deodorant
"Check out Myro..."
Grooming Products For Guys Emerging From Quarantine
"Myro is ... first of it's kind plant-powered aluminum-free deodorant brand meant for both women AND men. "
Myro, The Refillable, Eco-Friendly Deodorant Wants To Be The New Star In People's Bathrooms
"...a deodorant subscription service that is 50 percent less wasteful, and uses a better natural formula, and on top of that, has an Instagram-worthy design"
Meet 3 Founders Who Helped Turn Deodorant Into the
Hottest Skin Care Product
"New York City-based Laptevsky, saw room for a chic-smelling, beautifully packaged deodorant with a minimal environmental footprint."
Customers
Over 1,000,000 units sold!
Myro has seen an incredibly positive reaction to every part of our product offering, and have accumulated a large social media following as a result.
We also have 1k+ reviews...
And endless deodorant selfies
(believe it)
From customers & influencers
Men & women alike
Business model
Omni-channel strategy unlocks quick scale and profitability
Our first source of revenue is DTC e-commerce, through subscription offerings for deodorant refills as well as one-time purchases.
Our second is retail, through partnerships with companies such as Amazon, Anthropologie, Grove, with more launching in early 2021 for a total footprint of 2300+ stores.
Super "sticky" refill model
The refill model has proven to be "sticky." Since launch, we've sold 2x as many refills as starter kits on the DTC side, and have observed a quick adoption from starter kits to refills in retail stores.
Based on our current traction and rapid retail door expansion planned for 2021, we project a revenue opportunity north of $50M/yr within a few years.
Market
$25B bodycare market
Our initial target market is the $3.5B deodorant segment of the broader $25B bodycare industry. While our current product offering only targets this market niche, Myro is in the research and development phase for several new bodycare items, two of which are expected to hit the market in early 2021. These new product lines will allow us to expand our market reach considerably over the next few years.
Competition
Sustainable consumer products are on fire!
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Beauty products generate over 75 billion plastic units of packaging per year.
We see whitespace in developing a plastic-reducing bodycare line aimed at a mass-premium segment.
Vision and strategy
Myro will own sustainable bodycare
Our goal is to turn personal care necessities into pro-you, pro-planet, obsession-worthy essentials.
Radical product innovation
It's our fundamental belief that people will always choose better sustainable products when given an easy, economical choice.
So, next up... We are creating a refillable body wash. 100% plastic free, 100% customizable.
Refillable body mist too.
Watch for both in 2021.
Funding
$10M+ raised from visionaries and operators
Our shareholders include top VCs, entrepreneurs and high-performance athletes who share the vision of building Myro into a sustainable bodycare category leader.
Other founders backing us
A few of our institutional investors
Founders
Founder and CEO, Greg Laptevsky is a growth hacker turned founder. Born and raised in the Siberian-border city of Chelyabinsk, Russia (try saying that 5 times fast), his 10+ year marketing career has covered diverse industries from personal finance to wine, to cars and even food—the latter landing him at a meal kit service, Plated, where the idea for Myro was born. Leading the customer acquisition function at Plated (all the way to $100M+/yr in revenue), Laptevsky put his fascination with behavioral economics to good use. Greg holds a BA in Economics & Political Science, and MBA in Marketing from City University of New York.
Money Magazine interview:
Chief Operating Officer, John Wergeles is a beauty and personal care industry veteran with over $1B+ in new products created and launched over his 3 decade career. John is a graduate of Lafayette College who always had a knack for turning new product concepts on a napkin into real-life best-sellers. From handling food operations at Heinz to manufacturing razors at Edgewell, John has had a unique experience delivering millions of units of goods through retail, D2C and everything-in-between to end consumers.
Head of Sales, Jenna Boff is a graduate of SLU Chaifetz School of Business’ Entrepreneurship program. For the past decade, she has been helping aggressive, growth minded consumer product companies develop and execute strategic national and global growth. As such, she played a meaningful role in bringing dozens of premium brand stories to life including Yurbuds (transacted, Harman International / Samsung), Ring Doorbell (transacted, Amazon), Misfit (transacted, Fossil Group), (ZAGG Brands, transacted, Evercel), & more.
Creative Director, Yael Eisele is a Founding Partner and Creative Director of Deerfield, a multi-disciplinary design studio focused on ground-up brand launches, product design and branding within the fashion, beauty and lifestyle space. Yael started her 20+ year career in highly respected design studios–both in New York and abroad—and has played a leading creative role for notable in-house departments including Martha Stewart Living Omnimedia and Kate Spade New York. Together with Melanie Wiesenthal, Yael founded Deerfield in 2013. Deerfield has received prestigious awards for their creative direction and product development, including Myro. They have been recognized by Print Magazine, The Dieline, The Art Directors Club, Core 77 and Wallpaper Magazine, Dezeen, Design Milk, Beauty Independent and Refinery 29 among others. Yael was born in Germany, raised in San Francisco and is a graduate of The Rhode Island School of Design. She lives in Brooklyn with her husband and two children.
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