Clean beauty brands get deodorants back in fashion thanks to natural, non-toxic and effective formulas
- Move towards ‘cleaner’ formulas free from aluminium and pesticides, which can cause irritation and long-term health issues, has revitalised image of deodorants
- Textures and packaging have also been upgraded to improve quality, from spray-ons to lightweight creams, but at a higher price tag
Despite the fact that they are categorised as a grooming essential, deodorants have become an afterthought when it comes to our daily beauty routines.
One reason for this is that the market is dominated by pharmacy brands that are, for lack of a better word, unsexy and unglamorous. Coupled with unsightly packaging and outdated marketing and advertising campaigns (we are looking at you, Old Spice guy), it is no wonder deodorant spray bottles are at the back of our bathroom cabinets.
Now the humble deodorant is having a renaissance. A recent report said the global deodorant market is predicted to reach US$30.7 billion by 2026 thanks to a greater awareness of personal health and hygiene. What’s also driving growth is the emergence of a new generation of brands that are the opposite of their predecessors.
Direct-to-consumer brands were the first to change consumer’s habits and educate them about what they are applying on their armpits. They started a movement towards “cleaner” formulas that have set benchmarks for other brands to follow.
What sets many of these niche brands apart from their pharmacy counterparts is the ingredients they use. For years the shelves were filled with antiperspirant deodorants formulated to block sweat glands and prevent sweating, using a combination of ingredients including aluminium and other sulphates.