Recent advancements in deodorants and antiperspirants include exciting features such as microbiome-enhancing probiotic blends and eco-friendly aerosol options. To explore the latest trends in oral care, check out the expert insights and innovations showcased on page 66.
According to Information Resources Inc. (IRI), mass market deodorant sales surged by 12.6%, reaching a remarkable $3.7 billion in the US for the year ending August 7, 2022. For a comprehensive analysis of these market categories, refer to the detailed chart on page 64.
Explore the Rising Trends in Natural Deodorants and Sustainable Oral Care Products
Discover Truly, an indie brand gaining momentum in the personal care market.
Crystal is launching an innovative magnesium-based formula for superior freshness.
The latest trends in deodorants highlight a strong consumer preference for products that promote natural and clean ingredients, alongside a commitment to sustainability. Market research analyst Luke Nadolny from Kline notes that brands like Dove and Native are leading the charge with their emphasis on plastic-free packaging, paving the way for competitors to follow suit. This shift in consumer priorities reflects a growing demand for environmentally conscious products in the toiletries market.
Brands emphasizing natural and clean formulations are experiencing rapid growth, with standout names like Kosas, Native, Every Man Jack, Drunk Elephant, Schmidt’s, Kopari, and Love Beauty & Planet surpassing overall market growth rates. This rise is largely due to increasing consumer scrutiny over ingredients like aluminum, which are commonly found in traditional deodorants, according to Nadolny.
Today’s consumers seek deodorants that offer all-day effectiveness, a primary feature provided by established brands like Procter & Gamble and Unilever, including Old Spice, Secret, and Dove. However, Nadolny points out a noticeable shift towards natural and clean brands, which are gaining traction due to their impressive growth rates in 2021. Notably, Procter & Gamble stands out as the second largest toiletries company, boasting the successful natural deodorant brand Native, which generated approximately $286 million in sales in 2021, marking a substantial 43% increase from the previous year!
Dr. Heather C. Woolery-Lloyd, MD, a board-certified dermatologist and director of the Skin of the Color Division at the University of Miami, shared valuable insights with Happi regarding consumer expectations for deodorants. She emphasized that shoppers are actively seeking products that not only smell fantastic but are also gentle on underarm skin. Additionally, affordability has risen in importance, as many consumers prioritize budget-friendly options when selecting their personal care products.
Woolery-Lloyd highlights the growing popularity of aluminum-free deodorants, especially among those who prefer deodorants over antiperspirants. She elaborated, stating, “Deodorants utilize ingredients designed to combat odor, while antiperspirants often rely on aluminum salts to minimize sweating.”
As a result of busy lifestyles, spray deodorants have gained significant popularity. Woolery-Lloyd points to options like Dove 0% Aluminum Deodorant Spray, which uses zinc neodecanoate to effectively capture body odor while targeting odor-causing bacteria. This product exemplifies the convenience and efficacy that modern consumers demand.
Furthermore, Woolery-Lloyd notes a rising trend for deodorants designed for application on various body areas prone to sweating, such as under the inner thighs and groin. “These are areas that can experience odor due to perspiration,” she explained.
Unleashing Eco-Friendly Innovations in Deodorants and Body Care
Men’s grooming category continues to see a rise in body sprays.
In Fall 2022, Unilever introduced Dove Care By Plants Deodorant—its inaugural range of plant-based, natural-origin deodorants that deliver 24-hour odor protection, as reported by Happi International Top 30.
This innovative deodorant line is crafted from 99% naturally-derived ingredients, free of aluminum, parabens, and baking soda. Each fragrance is derived entirely from natural sources, and the packaging is 96% recyclable, highlighting the brand’s commitment to sustainability.
These products, available on Amazon and at Walmart, retail for $9.99 in four enticing natural scents: sandalwood, eucalyptus, lemongrass, and tea tree. Featuring a vegan wax made from sunflower, the formulations undergo rigorous clinical testing that adheres to Dove’s high standards. Additionally, Unilever’s Schmidt’s brand has made waves with its debut deodorant spray, designed to dry quickly and leave no residue while effectively combating odor for up to 48 hours.
This spray showcases an ozone-friendly nitrogen propellant and is formulated with powerful odor-fighting ingredients combined with unique essential oils, ensuring consumers stay fresh throughout the day.
The competing brand, Native from Procter & Gamble, is also innovating with a wide array of seasonal deodorant offerings for fall. A highlight includes the limited-edition Pumpkin Spice Latte fragrance, evoking nostalgic scents of cinnamon, cardamom, and vanilla—elements that create a cozy connection to autumn.
Native’s seasonal lineup also features enticing scents like Fall Cider & Cinnamon, Toasted Marshmallow & Vanilla, Wildwood & Cardamom, and Cashmere & Rain. Each of these fragrances captures the essence of a cozy cabin in the woods, inspired by the comforting aromas of fireside gatherings and vibrant fall foliage. The Cabin Collection encompasses deodorant options in regular, sensitive, and mini sizes, along with complementary hair care and body wash products.
Innovative Antiperspirant Solutions to Meet Modern Needs
Old Spice maintains its edge with the Sweat Defence antiperspirant line.
The demand for spray formats in the antiperspirant category remains strong, with innovative products set to launch in 2022 and beyond. For instance, the new Arm & Hammer Sport Collection includes Sport Body Powder, utilizing the brand’s Fresh Guard Technology, which combines the power of Arm & Hammer Baking Soda with odor-neutralizing ingredients to deliver robust odor defense for active individuals and their sports gear.
P&G has expanded the Old Spice line with the introduction of Sweat Defense Dry Spray antiperspirant, featuring a “state-of-the-armpit” formula designed for long-lasting protection. This product goes on dry and invisible, employing a weightless formula that ensures comfort. The packaging is equipped with patented Envicap technology for optimal spray application. Scent offerings include Fast Break, infused with rosemary, eucalyptus, and basil, as well as Knockout, a captivating blend of patchouli and oakmoss.
Indie brand 18.21 Man Made is also venturing into the spray market with its Spirits Spritzer, available in two signature scents. The body sprays provide a refreshing fragrance that rejuvenates after an active day, with options including Sweet Tobacco and Spiced Vanilla.
Empowering Initiatives in Personal Care: Crystal’s Partnership for Breast Cancer Awareness
Natural personal care leader Crystal has recently announced a partnership with the Susan G. Komen cancer organization.
“Many of us have loved ones affected by breast cancer,” stated Laura Schneider, Crystal’s brand manager. “We are honored to collaborate with Komen to raise awareness and empower women to take charge of their health.”
To support Komen during Breast Cancer Awareness Month in October, Crystal has planned various initiatives, including a substantial $50,000 donation, irrespective of sales, to further Komen’s mission. The brand has also introduced special packaging to commemorate the partnership while leveraging digital and social platforms to connect customers with vital breast health information and resources.
Moreover, Crystal has launched its vegan Magnesium Enriched Deodorant Sticks, designed to provide 24-hour odor protection with magnesium as a key ingredient, offering a non-sticky application. This product has received recognition with a Purity Award from the Clean Label Project.
Experience the fresh scent of Hume’s latest offering: Wild Coral.
Another emerging name in the personal care landscape is Hume Supernatural, known for its cruelty-free, microbiome-supporting deodorants.
The brand emphasizes its use of prebiotic and probiotic ingredients, making it a preferred choice for individuals seeking healthy and effective underarm care. Hume’s formulas consist of a clean blend of botanicals, probiotics, and mineral-rich components that help maintain the skin’s microbiome balance. Key ingredients include desert-sourced components such as prickly pear, aloe vera, diatomaceous earth (fossilized algae), and powerful prebiotics like chicory root and blue agave. These microbiome-supporting elements work together to soothe the skin while effectively combating odor-causing bacteria.
“Our deodorants are highly effective, plant-based, and completely clean,” stated Jeremy Horowitz, co-founder of Hume Supernatural. “We take pride in our expanding collection of supernatural, desert-born products.”
Hume has attracted attention from notable investors across music, sports, and entertainment, including international DJ Paul Fisher, celebrity wellness coach Kelly Leveque, surfing stars Griffin and Crosby Colapinto, and professional skateboarder Nora Vasconcellos. Notably, Hume’s most popular scent, Desert Bloom, has sold out four times in the past year, and the brand also offers scents like After Rain, Amber Woods, Out West, and Fragrance-Free, with the latest addition being Wild Coral.
Recently, Hume entered its first collaboration in the personal care sector through a partnership with fashion retailer Vuori, allowing customers to purchase a co-branded version of its deodorants and dry body oil mists both in-store and online.
Lifestyle brand Misc. Goods Co. has reintroduced its natural deodorant line, featuring two beloved fragrances, Underhill and Valley of Gold. This line is made in the USA and was recently reformulated to ensure it is non-irritating while providing long-lasting and effective odor protection, as stated by the company.
Founded by designer Tyler Deeb in Louisville, KY, Misc. Goods Co. is committed to ethical practices in all manufacturing and partnerships.
“We developed Underhill and Valley of Gold natural deodorants because natural options are not just a fleeting trend,” Deeb explained. “Using formulas free from aluminum and parabens is essential for our health, and opting for eco-friendly packaging reflects our commitment to the community. Our improved formulas offer a smoother, more enjoyable application experience with only non-irritating ingredients. Continuous improvement is key in business, and we are thrilled to announce that our natural deodorants have greatly enhanced!”
Indie brand Truly is also expanding its product range with a new Unicorn Fruit Skin Brightening and Smoothing Deodorant, which is vegan, aluminum-free, and features a delightful “sweet pink sugar” fragrance.
Future Trends: Embracing Microbiome-Friendly Formulations and Sustainable Practices
Dove’s innovative Care for Plants line is both plant-based and vegan.
Dr. Woolery-Lloyd predicts that the next significant trend in the development of antiperspirants and deodorants will be the incorporation of more microbiome-friendly formulations. “These formulations have gained popularity in skincare and are now transitioning into this category,” she explained. “Products that provide additional skin benefits, such as evening out skin tone or hydrating irritated areas, will remain in high demand. Consumers are increasingly seeking multi-functional personal care products.”
Additionally, Woolery-Lloyd highlighted that eco-friendly packaging will be a hot topic in 2023, driven by heightened media attention on plastic waste. Brands are actively exploring sustainable alternatives, including recyclable aluminum, glass, cardboard, and other refillable packaging options.
Nadolny from Kline anticipates a continuation of the current trends within the antiperspirant and deodorant category.
“The dominance of brands under Unilever and Procter & Gamble will likely drive substantial growth in the category, while the rising popularity of naturally positioned brands and sustainable production methods will remain at the forefront of consumer considerations,” Nadolny stated. “Consumers are increasingly demanding products that limit harmful ingredients and contribute to reducing our carbon footprint.”
Market research firm Spate indicates that glycolic acid will be a key ingredient to watch in deodorant formulations in 2023. The trend reflects a significant 146.4% increase in searches for glycolic acid deodorant in the past year, showcasing the ongoing “skinification movement” in personal care.
Globally, the deodorant and antiperspirant market is experiencing growth fueled by rising disposable incomes and heightened awareness of personal cleanliness. Additionally, urbanization and the introduction of innovative products by leading competitors to meet growing demand are propelling market expansion, according to Fact.MR. The forecast for 2022-2032 indicates that sales in the deodorant and antiperspirant market will grow at a 5.1% CAGR, reaching an impressive $44.5 billion by 2032.
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Dr. Daniel Rubinshtein, DDS, a celebrity cosmetic and restorative dentist based in New York, notes a noticeable shift towards health-conscious consumerism. “Consumers are increasingly prioritizing the quality of their oral care products, especially toothpaste, reflecting a growing interest in their health and physical appearance,” he remarked. Below are some of the leading new products in the oral care category, with more insights from Dr. Rubinshtein available in an upcoming online exclusive on Happi.com. CO. by Colgate Luster White Listerine Cool Mint Zero Mouthwash Concentrate Cocofloss Kids Flosser WhiteGlo Accelerator Oral-B iO4 & iO5 Twice X Curaprox |