From an Ambitious Idea to an Effective Skincare Repellent
What a journey it’s been. After almost two years of formulation, testing, and navigating one of the most highly regulated product categories in the U.S., we’re thrilled to announce that Notch Nourish + Defend Insect Repellent is officially in testing and production.
From the start, our vision was clear: create the most effective botanical insect repellent on the market, one that feels like skincare, looks at home on your vanity, and earns its place in the beauty and wellness aisles of your favorite stores.
But the path to hydrating protection wasn’t exactly smooth.
Breaking Into a Highly Regulated Space
What we quickly learned is that skincare repellents fall under the same regulatory umbrella as pesticides according to the Environmental Protection Agency (EPA). For small, independent brands without massive budgets, this can make innovation incredibly difficult.
To bring Notch to life, we had to work within the EPA’s strict framework for “Minimum Risk Pesticides,” a designation that limits both the active and inert ingredients we could use. This approach, also known as FIFRA 25(b), allows products to be exempt from federal EPA registration, but only if they meet very specific criteria.
This constraint led us to a powerful challenge: how do we create an elevated and effective formula that meets 25(b) requirements and lives up to beauty industry standards?
Natural Active, Backed by Science
After months of R&D, we landed on a sophisticated base worthy of being called a skincare product. We decided on a lotion format which allows the product to be rubbed in, binding to the skin rather than sitting on top, staying effective longer under comparable conditions.
From there, we conducted extensive research into the most effective botanical actives, ultimately choosing pure geraniol at a 5% concentration for its proven ability to repel mosquitoes and ticks effectively and safely with a light floral scent differentiated from competitors.
Geraniol offered the perfect balance of scientific validation, regulatory compliance, and skin compatibility, a game-changer in a space where most botanical repellents fall short.
However, pure geraniol is one of the most expensive natural actives available, but we believe the higher cost is worth it to deliver a product that truly performs without compromise.
Looking Ahead
Our product is officially classified as a 25(b) exempt repellent, meaning it complies with EPA guidelines for safety and formulation but does not require formal registration. While this allowed us to bring Notch to market more efficiently, we’re not stopping here.
As we grow, we aim to invest in full EPA registration—unlocking the ability to expand our formulas and offer even more advanced protection through a wider range of active ingredients.
A Milestone Worth Celebrating
We couldn’t be more proud to share that Notch Nourish + Defend Insect Repellent will be ready to launch Summer 2026, prime for mosquito season. It represents clean innovation, thoughtful design, and our unwavering commitment to doing things differently.
Thank you for being part of this journey. Help us celebrate this exciting milestone by subscribing to our newsletter or following us on social—there’s so much more to come.
