ROLLR - The New Deoderant

Fragrance is all around us, often in places we barely give a second thought. It’s in the shower gel we use first thing, the fabric conditioner that makes freshly washed clothes smell so good, and even the hand wash sitting beside the sink. Fine fragrance might get most of the attention, but functional fragrance is just as much a part of our everyday lives. In fact, there’s an argument that one scented product gets closer to our skin, more regularly, than almost anything else. Deodorant is there every day, so why shouldn’t it be something we actually enjoy using? That’s where London-based Rollr comes into the picture.

The idea behind Rollr started with a fairly simple question. Why should deodorant remain such a functional, disposable product when so many other areas of personal care have become things we genuinely enjoy? Founder Milo Pinckney had been thinking about refillable deodorant since his university days, but it was time spent travelling in New Zealand that changed his perspective on wellness, nature and sustainability. When he returned to the idea, the ambition had grown beyond simply creating another deodorant. Rollr wanted to make the sustainable choice feel desirable too. The result is a brand built around what it calls “conscious hedonism”, bringing together pleasure, fragrance, design and responsibility.

Milo Pinckney isn’t your typical beauty-industry founder, which perhaps explains why Rollr approaches deodorant a little differently. His background is in entrepreneurship, innovation, marketing and product development rather than cosmetics, and developing Rollr became quite a process. Over four years, the team worked through more than 40 formulations, collaborated with three chemists and tested the product with over 70 people. Pinckney reckons we use deodorant around 22,000 times during our lives, which raises a rather good question. If we’re going to do something that often, why shouldn’t it be pleasurable? It neatly sums up the thinking behind Rollr. Take something mundane and turn it into something you actually look forward to using.

The product itself certainly doesn’t look like your average deodorant. Rollr uses a sculpted glass bottle that’s designed to be kept, and paired with lightweight powdered refills that you mix with water at home. Add the powder, add water, replace the applicator, give it a shake and you’re ready to roll. Then there’s the roller ball itself, with options including steel and natural gemstones such as green aventurine and rose quartz. It’s a clever touch because something that would normally be an entirely functional piece of packaging suddenly becomes part of the morning ritual. So it's no longer just a bathroom basic.

And then there are the scents. The current collection includes Mandarin, Juniper, Vetiver and Clary Sage, but these aren’t simply four single ingredients. Each is a considered blend of different notes, making the choice feel closer to selecting a fragrance than picking up a deodorant. For me, Mandarin was the standout. Orange gives it a bright, juicy opening before the slightly greener character of geranium comes through, while cedarwood and patchouli add a warm, woody depth underneath. It’s fresh and uplifting, without feeling predictable, and has a character that remains interesting throughout the day. Alongside the glass bottle, refill system and choice of applicators, the fragrances make Rollr feel distinctly different. If everyday things deserve a little more attention, Rollr definitely deserves a place in your bathroom.

The Rollr deodorants are available from the Rollr website at rollr.co.uk, and also from Liberty, with prices starting from £28. [Sample provided by Rollr]