Dale got the idea for POSY London one sweaty summer when her deodorant totally let her down. Frustrated and definitely not as fresh as she wanted to be, she started mixing up her own in the kitchen. It started out just being for herself but soon friends wanted some, then their friends did too. What began as curiosity became obsession, then a business. POSY grew quietly, one happy armpit at a time, always rooted in Dale’s refusal to compromise on what “natural” really means.