Mark and Thom were coworkers who had both made the switch to natural deodorant. They spent months comparing products, testing everything they could find. The problem: they couldn't find a natural deodorant that actually worked through a full day — work, gym, and into the night. They wanted three things:

1. Performance — protection that lasted all day, not just until lunch
2. Quality ingredients — natural stuff that promoted skin health
3. Great scents — bold fragrances, not boring "clean cotton" or "ocean breeze"

And a brand they actually wanted to be part of. Since nothing like that existed, they decided to build it themselves. Both had product and design expertise. They knew other guys were in the same boat. Dead Tide was born out of necessity — like many of the great CPG brands.