Close up woman raised arm in black exercise bra to depict deodorant innovation


According to Statista, revenue in the Deodorants segment totals $4.9 million in 2021 and is expected to grow annually by 5.22% (CAGR 2021-2025). Driven by the pandemic, health and wellness is top of mind. Consumers continue to engage in self-care and look for better-for-you personal care products. Aluminum-free formulas, natural ingredients, refillable packaging, and deodorants for men are the latest deodorant innovations.

Aluminum-Free Deodorant Formulas

Consumers’ interest in clean beauty is not waning. Deodorants with natural ingredients and aluminum-free formulas are launching to meet their needs. Kopari Beauty has added Coastal Deodorant to its clean and aluminum-free personal care line. The formula “uses a combination of plant-based enzymes to provide odor protection while simultaneously helping to break down odor causing bacteria” as well as blend of coconut water, coconut oil, and sage oil. The scent features honey dew melon, coconut, and orange peel. Crystal rolled out a new line of deodorants formulated with magnesium, “which aims to deliver users with 24-hour odor protection without the inclusion of aluminum, baking soda or corn starch.” Crystal Magnesium Enriched Deodorant Sticks are hypoallergenic and “neither greasy or sticky” offered in Coconut + Vanilla, Cucumber + Mint, Lavender + Rosemary, Charcoal + Tea Tree Oil and Sea Salt + Sage scents. Schmidt’s has revamped its natural deodorant formula, which reduced the amount of baking soda and an increased the amount of magnesium. The reformulated variants include: Bergamot and Lime, Charcoal and Magnesium, Lavender and Sage, and Rose and Vanilla. In addition, the brand is certified by Ecocert, which is a leader in natural product certification.

Oh.So is a natural personal care brand free of chemicals, gluten, and GMOs. The brand worked with Environmental Working Group (EWG) on their product formulations and “the majority of the ingredients are 1 or 2 on the clean rating scale.” The Pits Deo line features four natural colloidal silver roll-on deodorants: Cedarwood Vetiver, Geranium Lavender, Grapefruit Orange, and Unscented. The Pits & Parts collection is “a natural colloidal silver deodorizing spray for your pits, parts, and everything in between” made with essential oils. The Pits & Parts is available in the same scents as the deodorants. Frank Body, the brand known for body scrubs, launched two aluminum-free roll-on deodorants. They are available in Cucumber & Green Tea and Unscented variants made with rice bran oil to prevent odor and soothe skin. Raw Sugar Living has launched a new Deodorant collection sold exclusively at Target. Raw Sugar Deodorant is free of aluminum, baking soda, talc, parabens, and propylene glycol. The brand offers seven fragrances: Beach Rose + Aloe, Cucumber + Chamomile, Fragrance-free, Green Tea + Hemp Seed, Lavender + Lemon Sugar, Raw Coconut + Lime, and Vanilla Bean + Charcoal. They are vegan and made with naturally derived ingredients and wrapped in 100% biodegradable and recyclable, plastic-free packaging. Jada Pinkett Smith’s new eco-conscious personal care brand Hey Humans offers six natural deodorants enriched with soothing essential oils and nourishing coconut oil. The scents are: Apple Matcha, Banana Aloe, Cedarwood Sage, Coconut Mint, Lavender Vanilla, and Rosewater Ginger. The deodorants are aluminum-free, paraben-free, and formulated without silicones as well as packaged in recyclable paper.

Although not aluminum-free, a novel new product is Secret’s Derma+ Antiperspirant, which is a clinical-level sweat and odor protection line that contains skin conditioners and a soft-touch applicator. The Secret Derma+ Invisible Gel Antiperspirant and Deodorant formula contains ProVitamin B5 and Derma-Shield, “a combo of skin conditioning ingredients to help prevent visible signs of underarm shaving irritation such as redness, bumps, dry skin, nicks and discoloration.” There are four formulas: Cooling + Aloe, Even Tone + Vitamin C, Fragrance Free, and Nourishing + Coconut Oil.

Refillable Deodorant

Sustainable deodorant packaging is gaining traction as consumers seek eco-friendly beauty and personal care consumer products. The latest trend is refillable deodorants. Dove received a lot of press for the brands “first-ever refillable deodorant that’s guaranteed to last a lifetime.” The unique and sustainable package features a silver and white stainless steel refillable case with rounded corners. According to Dove, the packaging use 54% less plastic than regular Dove Zero stick packaging and of the plastic that is used, 98% is made from recycled content. The Dove Refillable Deodorants are sold as a starter kit and refills in three varieties: 0% Aluminum Coconut & Pink Jasmine, 0% Aluminum Cucumber & Green Tea, and 0% Aluminum Sensitive. Beautycounter has launched the Clean Deo line, which is a refillable deodorant available in three scents: Clean Rose, Fresh Coconut, and Soft Lavender. According to Beautycounter, the refillable deodorant’s mono-material packaging contains polypropylene and cuts water, fossil fuel and greenhouse gas emissions by an estimated 47%.

Deodorants For Men

The newest deodorant for men activity is coming from new players entering the market. Old Spice added three new fragrances: Dynasty (Leather & Spice), Royalty (Cognac & Black Cherry), and Sea Spray (Citrus & Blue Kelp) to its portfolio. The new scents are available in Aluminum-free Deodorant with 48-Hour Odor Protection and Anti-Perspirant/Deodorant with 48-Hour Sweat Protection and Odor Protection. Harry’s, the DTC razor brand, has launched its first line of men’s deodorant and antiperspirants. The products were developed based on customer feedback and are formulated with three levels of underarm odor control. Level 1 deodorant is for odor control that provides 24-hour protection and is aluminum-free formulated with grapefruit seed extract and ginger root. Level 2 antiperspirant is designed for odor and sweat control and provides 24-hour protection made with ginger root and jojoba oil. Level 3 is an extra-strength antiperspirant for odor and enhanced sweat control. All three formulas are available in four signature scents: Fig, Redwood, Shiso, and Stone. Jack Henry, the clean men’s care band, designed The Essentials Kit for men. The kit focuses on basic body care and includes three products: Cleanse+, Deodorant and Clay Pomade. The Jack Henry Deodorant contains plant botanicals and bentonite clay to absorb sweat and odor and uses a blend of hinoki, juniper and eucalyptus oils for a fresh scent. The deodorant is free from synthetics, alcohol, and aluminum.

Traditionally, the U.S. antiperspirant/deodorant market was heavily focused on efficacy with the need to stop wetness and odor. The market was driven by performance claims and the use of aluminum salts. Over the last decade, the market has shifted and technology has advanced. As consumers continue to seek cleaner, more natural ingredients, brands are launching aluminum-free deodorant formulas. In addition, eco-conscious consumers want sustainable deodorants and brands are meeting their demands with refillable packaging. Expect to see more better-for-you and better-for-the planet deodorants on the market.

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