Friday, 21 June 2013

SAM FARMER. And why you should buy it.

Here's the deal. A couple of weeks ago I received a phone call from my girlfriend Holly (a younger, prettier version of me but just as easily riled when faced with sexism/misogyny/pretty much any discrimination).

It went along the lines: 

'Babe. I've just met this incredible dad called Sam and you HAVE to help him.'
'K. Elaborate maybe?'
'He's this REALLY lovely man who went into XXX to buy his daughter deodorant and was so pissed off by the sexist set-up being rammed down his throat that he's started his own non-gender-specific-unisex line for young people.'
'I'm in. Send me his details.'
'He's REALLY lovely.'
'I said I'M IN.'

The best conversations always go like that don't they?! So I met Sam Farmer last week. And he IS really lovely.

Unlike Ted Baker - Sam Farmer is a real-life person - who, it transpires, cared passionately enough about gender equality that he did indeed make his own brand. I've felt similarly enraged whilst out and about shopping for products for my 11 year old daughter. Everything is pink, princess-y, glittery, full of love hearts and frankly smells of flowery sick. Shopping for my boys (men), everything is steel grey, black, uses words like 'Adonis' and is strong enough to knock out a horse.

Don't take my word for it. Look in the deodorant aisle next time you're in a supermarket or chemist.

'I'm not sure my children took me seriously after I stormed out of the shop, dumbfounded by the sexist stereotyping marketing we were confronted with, shouting 'that's all bullshit, you're both equal!' and assuring them things were about to change as they ran for cover'.

The Sam Farmer line (so called because Sam was sick of not knowing the names behind the brands) is now here. And it's bloody good.

Simple, to the point and does the job. The first lot of samples Sam sent me were stolen taken by my kids before I'd even unpacked my bag. They smell fresh and clean and although they have been made with young people in mind, I've been using the body wash and the deodorant myself. Lush.

No ridiculous claims, simple instructions and good formulations.

If you want your teens/young people to equate toiletries with having a clean body - not enticing the opposite sex for a shag at the age of 11, please try Sam Farmer.

British-made, not a huge conglomerate, not available everywhere (yet), Sam Farmer deserves our support.

Prices start at £3.99 and go up to £6.00. Suitable for all skin types, including big people.

And my retailer friends that read my blog. You should stock this. I'll be coming after you too.

Because its one thing to call your daughter 'Princess', it's quite another to assume that's her life's ambition.

More information can be found here: 

Disclosure: I have no affiliation with Sam Farmer. He's just a good man doing a great job of being an excellent father. 


  1. Brilliant! Well done Sam, you're completely right the guys section is all grey steel and black and the girls is white and pink. I'll be happily checking out Sam if I see his stuff!!


  2. This sounds fab! I may buy this in for my little brothers and sister! Xx

  3. Sexism is awful! You're a great mum for taking a stand- your children will look back and be grateful when they're older!

  4. Great post! I'm always so pleased to hear about people who actually take a stand about this sort of sterotyping and sexist marketing and do something about it! Keep up the good work Sam (and Caroline!) xx

  5. This is amazing! I hate hate hate how little boys are marketed products like Lynx. This s a great idea xx

  6. Oh my gosh, this is beautiful. Feminist love.

  7. Someone standing up for something in this way is incredibly inspiring! Go Sam! xx

  8. I like this A LOT - such a good idea.

  9. Sam, you are officially on my list of most amazing people ever, well done! Thanks Caroline for talking about this great man!

  10. How fantastic... all the pink & glitter makes me gag and all the dull greys & dark blue's are so drab & boring. Will be looking into this more for my son and probably for myself :)

  11. Fantastic idea. Will be keeping an eye out for this line! :)

  12. Fantastic idea. Will be keeping an eye out for this line! :)

  13. This is such a great idea, I definitely agree that stereotyping when it comes to deodorants has gone way too far, especially when it comes to young people! I personally don't want to smell like a sickly flower - just clean and fresh will do thanks. Will definitely keep an eye out for this brand!

    Sophie | An Arrangement of Notes

  14. As a student I used to work in a drugstore, putting all the products on the shelves. I HATED DOING DEODORANTS!!!!!!!! And body lotion, shower gel, hair shampoo, hair gel, IT'S ALL THE SAME SEXIST CRAP. Only the ingredients are equal. Go figure -.-

  15. That's amazing. Finally some versatility in the marketing world, not just pink for girls and blue for boys. :)

  16. Why hasn't anyone ever done this before? Is it because it is so ingrained (frightening!). Sam Farmer is a legend!

  17. This is definitely something I need to look into! What a great idea, and a great bloke by the sounds of it!

    Charlotte - xx

  18. All I can think is that this might one day spare us any more ridiculous Impulse ads. *Celebrates*

  19. This is just brilliant.. I love it! Only the other day I bought a unisex stick deodorant in a health shop.. No fancy packaging, false promises or any nasties (ie. aluminium). Nice to help the environment and the skin with it.. These need to be stocked in Ireland :)

    Thanks Caroline


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  21. What a lovely approach to gender neutral design, well done Sam!

    I'm working on a major project about gendered design for my Masters of Design at the moment. And I'm using skincare as a medium to explore the idea of design as a gendered practice, so this'll be good for my research.


  22. This is perfect! Thanks for sharing! GO SAM!

  23. I really like this concept. I think I have always thought this on a subconscious level, I've used only vichy deodorants for years, while my friends were using teen spirit and brands like that .

  24. I can only hope that in the next 4 or so years this brand goes international because I want all of these products for my son when he's old enough to be using them.

    Fashion and Happy Things

  25. Let me know if this brand is coming to Australia any time please!