Adam Webb — Founder, Lifelong Deo

Adam Webb is the British founder of Lifelong Deo, a UK-based sustainable personal care brand focused on refillable, plant-based products designed to reduce single-use plastic from everyday bathrooms. He has spent the past five years designing, formulating and iterating the Lifelong refillable deodorant range in partnership with UK cosmetic manufacturers.

Adam's writing on the Lifelong blog draws on his direct product-design experience alongside regulated and peer-reviewed sources — including the SCCS (Scientific Committee on Consumer Safety), WRAP UK household plastic data, DEFRA statistics, Cancer Research UK, NHS guidance, the British Association of Dermatologists, PubMed studies, and the annual Break Free From Plastic global brand audit. Every ingredient claim, statistic and safety position on the blog is cross-checked against at least one independent source before publication.

Areas of focus

• Refillable-first product design. Adam has led Lifelong's applicator design (Luxe in anodised aluminium, Vibes in ocean-bound recycled plastic) and the plant-based powder refill format — arrowroot, zinc oxide, magnesium hydroxide, optional natural botanicals — in home-compostable pouches.
• Natural deodorant vs antiperspirant chemistry. Lifelong products are natural deodorants, not antiperspirants — Adam writes regularly about the regulatory, chemistry, and skin-comfort differences between the two categories.
• UK-specific sustainability data. Where plastic recycling claims meet reality (WRAP data), how UK household waste actually gets sorted, and why refill-first design outperforms recyclable design at the systemic level.
• Sustainable personal care beyond deodorant. Lifelong's plant-based, refillable body wash launches on Kickstarter in early 2027 — Kickstarter waitlist.

About Lifelong

Lifelong Deo (trading as DEOfferent UK Ltd) is a UK-based, independent brand — not owned by, licensed to, or in the process of being sold to a larger group. The full company and material story sits on our story page.

Read Adam's writing

All Lifelong blog articles are written by Adam Webb. The Lifelong blog covers deodorant chemistry, natural personal care, UK sustainability data, ingredient breakdowns, and honest brand comparisons.

Contact

For press, expert commentary, or product review requests, please reach out via lifelongdeo.com.