The Clean Beauty Trailblazer: J.P. Mastey
Meet the man who made natural deodorant chic. By: Amber Kallor
Millennial pink had its moment but you can thank Corpus founder J.P. Mastey for making mint green the chic new shade to keep in your medicine cabinet and shower. As the brains behind Baxter of California, a brand that broke the black-and-white mold in the men’s grooming space with its distinctive cerulean packaging, he knows a thing or two about the power of eye-catching color. A shelfie-worthy hue, however, only goes so far. In order to create clean beauty products that felt and smelled as luxurious as they looked, this industry veteran needed to navigate new territory. And his first self-imposed challenge was no easy feat: Make natural deodorant, a once-polarizing product, a modern and coveted must-have.
Leveraging new innovations in plant-based chemistry and an arsenal of plant- and mineral-derived ingredients, Mastey worked with his longtime chemist to develop a formula that not only knocked out odor but was actually enjoyable to wear—a process that took nearly 11 months. “We went through 30 to 40 iterations before I was satisfied,” said Mastey. The result—a water-based gel stick now available in seven sophisticated scents reminiscent of pricey perfumes—was met with rave reviews. “What really sets us apart are the fragrances…that’s our secret sauce,” he said.
What really sets us apart are the fragrances…that’s our secret sauce.
Since launching its original lineup of baking soda- and aluminum-free deodorants in 2018, Corpus has ventured well beyond the armpit and continues to expand its fragrance portfolio, which includes signature blends such as No. Green, Third Rose, California, Santalum, Neroli, Cedar Flora, and The Botanist. Spiked with alluring notes like pink lemon, Italian mandarin, and sea salt, it’s easy to see why customers “downright demanded” that these natural scents, all of which are made with essential oils and isolates, come in multiple forms. Bar soap, body wash, spray deodorant, and candles are currently on offer but Mastey revealed that more products are on the way. Essentially, “anything that you think should smell beautiful” is on the table, he said, noting that haircare, body care, and even laundry detergent could be coming down the pike.
Corpus Natural Deodorant
Corpus Natural Cleansing Bar
While what’s next for Corpus is still under wraps, expect more sustainable packaging and other planet-friendly initiatives to be a part of the company’s future. The brand already produces most of its products—from formulating to manufacturing—in the United States using solar power and hydroelectric energy where possible. As Corpus’ signature color suggests, it’s never been more hip to go green.
My grandfather taught my father and his siblings how to cut hair in Morocco. My Dad was one of ten children, six of whom were in the haircare industry. I grew up in a hair salon. If you had asked me as a teenager if I was going to be in this industry, I would have told you absolutely not!
Here, Mastey explains why making mistakes can be a good thing and why moisturizer is a must at every age.
His beauty roots: “My grandfather taught my father and his siblings how to cut hair in Morocco. My Dad was one of ten children, six of whom were in the haircare industry. I grew up in a hair salon. If you had asked me as a teenager if I was going to be in this industry, I would have told you absolutely not! As an adult, however, I had the opportunity to buy Baxter of California and it felt so natural.
His best business advice: “Trust your gut and embrace failure. I’ve made so many mistakes but I’m successful because I’ve made more good moves than bad moves. Accept the fact that you’ll make mistakes. Learn from them. Move on from them. Don’t be discouraged by mistakes because they can be very useful.”
His favorite fragrance: “The Botanist is probably one of our slowest sellers but it’s one of my nearest and dearest fragrances. A good nose will pick up on this scent’s complexity and recognize why it’s so special. A novice will say it smells like soil!”
His proudest product moment: “I developed Clay Pomade at Baxter and it became our hero product. My only regret is that I didn’t trademark the term because every men’s grooming brand has knocked it off.”
His biggest beauty indulgence: “I buy all of my competitor's products. I buy things just because the packaging looks cool. If I get an Instagram ad for something related to the [beauty] industry, I buy it. I have more products than most women!”
His top drugstore discovery: “Dr. Bronner’s Pure-Castile Soap. The fragrances are good, the [formula] is clean, and the packaging is iconic.
Trust your gut and embrace failure. I’ve made so many mistakes but I’m successful because I’ve made more good moves than bad moves. Accept the fact that you’ll make mistakes.
His youthful skin secret: “Many guys don’t care [about their skin] until they hit a certain age and then they look at their passport or driver’s license and think, ‘Wow, I used to look a lot younger, maybe I should have consistently hydrated my skin.’ We did a limited-edition collaboration with True Botanicals and I really like the brand’s face oil and vitamin C powder.”
His favorite escape: “Wild Card Boxing in Hollywood. I work with a trainer named Wally. It’s probably the most notorious boxing gym on the West Coast. It’s a cool place to hang out with zero distractions.”
His dream bathroom raid: “JFK. It would be interesting to know a guy like him at a time like that. I want to know what he relied on to look good. Was he using different powders or pomades in his hair? Did he even put moisturizer on his face? He was one of the first politicians to wear makeup on TV, so he was pretty progressive.”
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