Beauty Brand Baudie Cuts Skincare Line to Focus on Single Deodorant Enhancer

The shift came after the product, originally called Probiotic Underarm Toner, accounted for roughly 90% of revenue and achieved a 50% repeat purchase rate, making it the clear driver of sales and customer loyalty. Founders Alexandra Bella Shneider and her mother Diana launched Bella Skin Beauty seven years ago as a clean skincare brand. But customers consistently gravitated toward the underarm product, prompting the founders to reconsider their portfolio.

A pivotal moment arrived during a strategy session with Christopher Gavigan, co-founder of The Honest Co. and Prima, who briefly consulted the brand. Gavigan tested the toner through a day of back-to-back meetings and was impressed by its efficacy, but found the broader brand positioning confusing. He advised the Shneiders to drop the skincare line and “own the underarm.”

The founders spent 15 months and self-funded the transition, developing a new brand identity under the name Baudie. The company sunsetted all skincare products and relaunched the underarm toner as Deodorant Enhancer. Baudie, pronounced “body,” adopts a playful aesthetic with custom curvy bottles in bright hues designed to be displayed on vanities rather than hidden in medicine cabinets.