For Rustic MAKA, the journey began with a personal challenge rather than a business plan. After pregnancy, the brand’s co-founder struggled to find a natural deodorant that worked with her body chemistry and everyday lifestyle. This frustration inspired her to create a solution that eventually led to the launch of Rustic MAKA, a Michigan-based natural underarm care brand founded in 2014.
Twelve years later, the brand continues to focus on making everyday underarm care simple, practical and effective.
This October, Rustic MAKA celebrates its first anniversary with AwearMarket, an online wellness marketplace co-founded by actor and comedian Dave Coulier. The partnership reflects both businesses’ commitment to providing consumers with thoughtfully selected products, useful information and the freedom to make informed choices.
A Partnership Focused on Everyday Needs
For independent brands, choosing where to sell involves more than expanding distribution. The shopping environment, product presentation and information available to customers are equally important.
AwearMarket brings together brands across personal care, beauty, food, home and wellness, helping shoppers explore products and understand their choices. Rustic MAKA joined the marketplace in October 2025 to connect with consumers seeking a more informed shopping experience.
The partnership offers shoppers another convenient way to discover Rustic MAKA’s natural deodorants and underarm care products.
The brand’s deodorants are aluminum-free and baking soda-free, formulated with magnesium and plant- and mineral-based ingredients. Combining professional formulation with hands-on production, Rustic MAKA aims to create products that deliver practical benefits beyond attractive descriptions.
The co-founder also appreciates knowing that Dave and Melissa Coulier use Rustic MAKA daily, reinforcing the personal satisfaction of creating a product that becomes part of someone else’s routine.
Encouraging Everyday Wellness
The anniversary coincides with Breast Cancer Awareness Month, providing an opportunity to encourage women to prioritise their health. Rustic MAKA highlights the importance of scheduling medical appointments, asking questions and discussing appropriate screenings with healthcare professionals.
Dave Coulier’s emphasis on early detection reinforces the message that small, manageable actions can make a difference. As Coulier says, “Your healthy journey starts with just one thing.”
Consumers do not need to transform their entire lifestyle overnight. Learning about a daily-use product or making one thoughtful change can be a practical starting point.
Looking Ahead
As Rustic MAKA enters its second year with AwearMarket, its goal is to reach more shoppers while maintaining a personal, practical approach to underarm care.
The brand believes sustainable growth comes from staying connected to customers, listening to their experiences and understanding what matters beyond the purchase. Ultimately, Rustic MAKA remains committed to making everyday care easier for the women who use its products.
Readers can explore Rustic MAKA’s collection on AwearMarket to learn more about the products behind this partnership.
The business began with one woman looking for something that worked for her. Moving forward, the purpose remains just as straightforward: make natural underarm care that fits real life.
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AUTHOR BIO:
Kasia Rothe is the co-founder and maker behind Rustic MAKA, a natural underarm care brand founded in 2014. Inspired by her search for a deodorant that worked with her body chemistry after pregnancy, she and her team creates practical products that help women feel fresh and get on with life.
