MAGS Skin - A Deodorant Born from Compassion, Built with Grit
- Chava B Wald
- Oct 1
- 5 min read
It was a Saturday night at the NEA Expo when I first met Steven Gordon. I was mid-FaceTime call with my son when someone called out to me and said, “Hey Chava, I follow you online.” That someone was Steven, the founder of MAGS Skin, a new deodorant brand designed for people with sensitive skin. He invited me to come visit their lab in Toronto, where he and his co-founders would be traveling in the coming weeks. I accepted, not just because I’d never been to a lab before, but because I was genuinely curious. How had a former nurse and a media entrepreneur ended up formulating a deodorant brand?
A couple weeks later, Steven and his business partner Christine Widga arrived in Toronto to visit Formyoule Inc., the lab owned by Ingrid, the third business partner of MAGS Skin. We had plans to meet. I arrived at the lab, tucked into a quiet industrial area in the east end of Toronto. As soon as Ingrid opened the door, her warm energy and excitement were infectious. They were on the final day of production and bottling of MAGS Skin. We sat down, and they shared the story behind the brand a story filled with empathy, hustle, and relentless perseverance.
Steven, born and raised in Brooklyn, spent years as a home care nurse. His patients often brought up skin concerns: rashes, irritation, discomfort. But those issues were rarely the focus of their treatment. Still, Steven took mental notes. Then came a Hinge date, when someone casually mentioned using milk of magnesia as deodorant due to sensitive skin. That offhand comment lit a spark. Steven saw a gap in the market and a chance to help.
He turned to Christine, his partner in their marketing agency, The Unwelcome Corp. Christine, originally from Minneapolis, had spent two decades in branding and marketing, including time at Nickelodeon. She also had personal experience with mild eczema. Together, they didn’t just decide to build something better. They stepped boldly out of their comfort zones. They took a risk, knowing the challenge ahead, but never flinched. Their shared conviction was stronger than the uncertainty.
Creating a magnesium-based deodorant was no easy feat. Magnesium isn’t water-soluble, and getting it to glide smoothly on skin without leaving chalky residue took months of trial and error. Steven and Christine tried everything - mixing batches in their kitchen, testing different textures, and researching ingredients late into the night. After many attempts on their own, they recognized it was time to bring in the experts. They posted the job online and received a wave of applicants. But from the very first interview with Ingrid, they knew she was the perfect candidate.
A chemist and biochemist by training, Ingrid brought over 14 years of experience in formulation and manufacturing, spanning both startups and Fortune 500 corporations. Originally from Paris, she had moved to Toronto to better understand the North American market. She was on her way to pursue a PhD but realized she didn’t want to be a lab rat her whole life. She wanted to get her hands dirty and build products that solved real problems.
She began with skincare, taking on various roles. After repeated requests to develop custom formulations, she opened her own lab, Formyoule. Her mission was clear: apply her expertise to solve customer problems, whether in skin, hair, or personal care.
Where Science Turns Lemons into Lemonade
Ingrid didn’t just meet the job requirements - she embodied the mission. She was passionate about the gap in the market for truly gentle deodorant, and her commitment to solving that problem is what kept her going through countless rounds of testing, reformulation, and setbacks. She worked patiently with Steven and Christine, incorporating feedback from hundreds of testers to refine the formula. Solution-focused and deeply collaborative, Ingrid doesn’t just welcome feedback. She values it. As the slogan stitched onto the back of their lab coats says, “Where science turns lemons into lemonade.”
Once they had a product they believed in, they ran a few ads to get people to test it. The response? Over 18,000 people signed up!!! That number wasn’t just validation, it was proof that the need was real!
When I visited the lab, I didn’t just see a workspace. I witnessed a milestone. The team was finishing up the final day of bottling their very first batch of production. The energy was electric. Boxes filled with thousands of bottles, each one a testament to months of experimentation, setbacks, and breakthroughs. It was more than a product launch. It was the culmination of a dream.
And the bottle itself? A standout. Made of textured glass, it’s not only sleek and elegant, it’s sustainable. The branding is subtle but smart, with a nod to the magnesium ion that powers the formula. It’s a product that feels as intentional as the story behind it.
What truly sets MAGS Skin apart is their commitment to connection. They’re not just selling a product. They’re building relationships and a brand. That’s why they showed up at the National Eczema Assocation Eczema Expo - not just to promote, but to connect and listen. To meet real people. To hear real stories. To gather feedback that would shape their next steps. Because deodorant is just the start.
When I was in the lab, I got a sneak peek of some of the other products they’re working on, some exciting additions to the line. I firmly believe the model of how this brand began, and continues to grow, is just the beginning. For Steven, Christine, and Ingrid, the eczema community isn’t a target market. It’s a partner in the journey.
From Lab Coats to Laughs: How MAGS Skin Keeps It Real Online
Their social media presence reflects that same spirit: refreshingly human, self-aware, and often hilarious. From poking fun at the chaos of founder life to cheeky deodorant memes, their accounts offer a behind-the-scenes look at the brand’s personality.
You can catch their content on:
Instagram @magsskin, where you can watch everything from testing to production (if you look closely, I’m in one of the videos!)
TikTok @magsskin, with launch countdowns, community reactions, and deodorant humor.
It’s clear they’re not just building a brand. They’re building a community.
Steven and Christine aren’t strangers to unconventional ventures. From van rentals in NYC to pandemic-era business pivots, they’ve built their careers on bold ideas. But MAGS Skin is different. It’s personal. It’s purposeful. And it’s built on compassion.
"understands that happy skin leads to a happier body and mind"
They didn’t just create a product. They created a movement. One that says sensitive skin deserves better. One that listens, learns, and adapts. And one that understands that happy skin leads to a happier body and mind. With Steven’s empathy, Christine’s vision, and Ingrid’s scientific precision, MAGS Skin is more than a brand, it’s a collaboration rooted in compassion, grit, and community.
Order your bottle of MAGS Skin Deoderant and use code CHAVA15 for a special 15% discount.
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