Curie makes stick and spray deodorants, with the stick versions now including a domed top as opposed to a flat top, which aims to showcase the brand’s premium scents.
There is also a new icon called The Strider that appears alongside Curie’s brand and is debossed into the caps of products. The icon “has a sun-like element to it—it feels like a rising sun over a landscape, but it’s also meant to be a body in motion,” said Mike McVicar, co-founder and creative director of Gander. The motion depicted is intentionally abstract—it’s not clear if it represents someone running, doing yoga, or another activity.
The rebrand aims to position Curie’s products for performance and movement, focusing on Moret’s background as a marathon runner, as opposed to playing up the products’ natural ingredients.
“Retail really forces clarity,” Moret said. “I felt like by trying to be too many things, you become nothing.”
She added, “We didn’t want it to feel soft—we wanted it to feel bold and confident.”
When Curie entered Walmart in 2023, the goal was for the retailer to account for at least half of sales. Moret declined to share a breakdown of sales but said that Walmart is “a substantial part of the business.”
Curie also sells products through its direct-to-consumer website and on Amazon.
To promote the rebrand, Curie is making its first sports partnership deal with the San Diego Wave Fútbol Club, part of the National Women’s Soccer League, to distribute products. The brand also plans to launch its own running club in San Diego this fall.
