Native x Baked by Melissa Collaboration Is a Sweet Mashup in Personal Hygiene Sector

Native’s newest collaboration is its sweetest yet. The fast-growing brand has linked up with popular handcrafted cupcake brand  Baked by Melissa.
 

Native x Baked by Melissa comes in four scents that will be available in both personal care products (deodorant, body wash, hair care) and cupcakes. The range includes Tie-Dye Vanilla, Mint Cookie, Ginger Lemon (limited edition) and Fresh Peach (limited edition).  Prices range from $8 for bodywash and shampoo to $13 for the plastic-free deodorant.
 
Native, a rising force in the deodorant category, has also collaborated with Jungalow on deodorants and bodywashes.
 
The AP/deo category has been rebounding, fueled by consumers returning to a more normal cadence as the covid 19 pandemic eased.  For the 52 weeks ended Sept. 5, 2021, sales of AP/deos rose 2.6%, according to IRI Worldwide, as reported in Happi. In the deodorant category, sales of Native aluminum-free formulations have soared nearly 47%. As a result, Native became the No. 3 player in the category. 
 
The brand, which was acquired by Procter & Gamble in 2017, has also expanded its reach into new categories, including sun protection.