The Origin of Maxalli: More Than an Experiment, A Revolution
How was Maxalli born?
Maxalli was born in 2020, in the midst of the pandemic, in Monterrey, Nuevo León. With the world on pause and uncertainty in the air, our founder—a recent graduate in Chemical Sciences—found himself with a question: Why did natural deodorants always fail?
He decided to try a homemade recipe he found on YouTube: coconut oil, baking soda… a simple, but disappointing mix. It didn't control bad odor, the texture was uncomfortable, and it didn't offer the protection people truly need. That's where an obsession began.
For months, he turned his kitchen into a lab. He invested the money he had saved from his first job to buy raw materials, and every day, he tried new formulas, experimented with innovative ingredients, and pushed the boundaries of what a natural deodorant could be. But it wasn't easy. There were times when he thought it wouldn't be possible. Formulas failed, ingredients didn't work as he expected, and finding eco-friendly packaging was an almost impossible challenge.
But perseverance led him to discover something bigger: a gap in the market.
Natural deodorants had a bad reputation: “They don’t work,” “They don’t last,” “They’re not as effective as store-bought ones”—comments repeated over and over. The conventional industry had led people to believe that natural was synonymous with ineffective. Maxalli was born to change that narrative.
The first deodorants began to be sold through Facebook Marketplace and were delivered at various points in Monterrey. People's interest was very positive: people of all ages and genders sent messages asking for information.
Transition from hobby to business
Although it was just a hobby at this point, the brand was registered with IMPI at the beginning of 2021. From September 2021 to September 2023, the brand went on hiatus, as our founder received a full Erasmus Mundus scholarship to study a master's degree in Innovation and Chemical Regulation at the Università di Bologna, Italy, and Universitat de Barcelona, Spain. There, he learned about sustainability, green chemistry, toxicology, regulations, and much more. Upon completion, he presented his thesis on "synthesis of peptides with green solvents" at the Universidade do Algarve, Portugal. This stage not only represented an enriching experience in his education but also a cultural immersion and meeting people from all over the world, with different religions and lifestyles, which would radically influence our founder.
Upon his return, our founder realized that Maxalli had a lot of potential; many people were looking for a brand that offered different, high-quality products. We started selling in a couple of zero-waste natural stores and occasionally at San Pedro de Pinta, although the brand has always had a digital focus: to exist and sell online, like a "dark kitchen," meaning without a physical store, but directly to the consumer with reach throughout Mexico.
Maxalli: Science, Innovation, and Nature in Balance
More than a personal care brand, Maxalli is a fusion between science and nature, technology and sustainability.
We do not settle for basic formulas or easy solutions. Each product is a unique development, designed with chemical precision and a deep respect for nature.
The Meaning of Maxalli
Maxalli comes from Nahuatl and means “tree branches,” but also “something divided or bifurcated,” a reflection of the cycle of life: every living being is born from a single cell that divides, grows, and transforms into something larger and more powerful.
The original logo is inspired by the iconic Cerro de la "M", part of the Sierra Madre Oriental in San Pedro Garza García. It is a reminder of our roots and the balance between wild nature and human innovation.
The Spirit of Maxalli
Our DNA is built on these pillars:
- Nature as inspiration → We use plants as raw materials, advocating for sustainability and biodegradable ingredients.
- Science and technology as a driving force → We innovate beyond the traditional, creating effective, unexpected, and fun formulas.
- Empowerment as an experience → We don't just make products; we create sensations. We want everyone who uses Maxalli to feel confident, powerful, and ready to live their life to the fullest.
- Personal care without labels→ The only labels that matter to us are those on the products we ingest and put on our skin. Skincare without limits, without stereotypes.
More Than a Deodorant, a Paradigm Shift
Maxalli is not for everyone. It's not for those who seek the same old thing. It's for those who demand more, for those who want efficacy without compromising nature, for those who understand that innovation and sustainability can go hand in hand.
Because natural doesn't have to be simple.
Because natural doesn't have to be weak.
Because natural is powerful.
