HELLO Freshness!! I abandoned all the other brands, especially those 'big name' ones that contain aluminum and found my absolute newest fave. I've slowly been ditching all the chemical hazards in my beauty regimen and finding alternatives. Most natural deodorants don't work. After a few minutes, my body odour is back with a vengeance. Not with Guv'ner! No way. The Charcoal is the active ingredient and it seems to soak up (and eliminate) any nasty BO---which i'm more then thankful for. I use this product each and every day and i'm on my feet for 8 hours. I can really appreciate the effectiveness of this product and the fact it takes away any worries I have with conventional products. I'm glad I made the switch.