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Meet Jason and Erica Feucht of Pit Liquor Natural Deodorant in Fort Collins

Today we’d like to introduce you to Jason and Erica Feucht.

Jason and Erica, please share your story with us. How did you get to where you are today?
When Erica was pregnant with our first baby, she reverted back to using traditional deodorant because she’d tried all the natural alternatives with no success. I begged her not to and in a flash of genius and fate, she threw hand sanitizer on her armpits and discovered that it was a passable (though not perfect) solution. I have a background in materials engineering, so I knew there were still substances involved that I thought were too risky for pregnant women and the babies they’re carrying. For example, most non-food-grade alcohol is made from byproducts of the petroleum industry and that’s not regulated at all. So I decided to look into Liquor and build a product for my wife and unborn daughter using only organic foods.

After a year, I had the perfect formula and whenever it came up in conversations with friends and family, they wanted to try it. Then they’d tell their friends and soon we had more interest than we could manage. So we did what any insane people with a new baby would do and we put our already-sleepless nights toward a Kickstarter campaign and launched into the world to find good traction and interest.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I mean, is business ever a smooth road? No. Life’s not really like that. We had Spray Cap Saga 2019 in which we tried most of the available spray caps on the market in our quest to find a cap that could spray both liquids and solids without failing, and this, of course, occurred during what was at the time our largest growth inflection point. It was horrendously stressful! But we found the perfect cap, kept our customers from hating is with generous refunds and honest communication, and we made it through. Much like how we’re handling COVID-19 and those challenges.

We’d love to hear more about your business.
We are food-based deodorant that works while caring for the planet. There’s nothing out there like us. The other truly natural deodorants are made with baking soda, a known irritant. And all the rest are not actually natural. We’re one of a tiny number of packaging in glass and recyclables instead of plastic. And our patent protects the use of liquor in deodorant.

What moment in your career do you look back most fondly on?
Watching our company grow from an idea into a functioning system has been pretty amazing. We’ve learned so much it’s crazy and we’ve relied on awesome advisors to do so. Having those key people you can turn to with questions about areas of your business is invaluable!


  • 50 ml bottles are price competitive with Native and other natural deodorants for $12.95
  • We do refills with free shipping for less per ounce

Contact Info:

Image Credit:

Erica Feucht, Gillian Herrle, owned by Distilled Bath and Body LLC

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