Wellness-Inspired Ingredients & Whole-Body Coverage Drive Deodorant Sales

“Never let them see you sweat!” was a memorable advertising line for Gillette Dry Idea. The mantra remains true, but what was once reserved solely for armpits, has expanded to formulas for the whole body. At the same time, chemists are rolling out products featuring new actives.

According to market research firm Spate, a recent top search query is “glycolic acid toner as deodorant,” denoting a consumer desire for “healthier alternatives to aluminum deodorants,” analysts said.

CIRCANA DATA SHOWS RISE IN SALES FOR BILLION DOLLAR DEODORANT MARKET
Total US multi-outlets with c-stores, inclusive of grocery, drug, mass market, convenience, military and select club and dollar retailers for the 52 weeks ending Dec. 1, 2024.

As health-conscious consumers grow more ingredient-savvy, natural ingredients are on the rise as well, said the report.

Glycolic acid is a common ingredient carrying exfoliation benefits in skincare products, but now, its finding applications in underarm formulas. Google searches for “glycolic acid” has jumped 113.6% in the past year and average 1.2K searches a month, according to Spate. The top search queries include glycolic acid as deodorant, glycolic acid toner as deodorant and The Ordinary glycolic acid deodorant. The searches underscore consumers’ search for a pre-existing product and a willingness to use skincare products like The Ordinary’s toner, for their underarms. This mindset suggests consumers’ desire for more in a classic underarm format.

Deo Stones 

Deodorant stones are a fast-growing category. According to Spate, they account for 2.0K average monthly searches and a +77.4% increase in searches compared to last year. Top searches include crystal deodorant stone and deodorant stone.

A deodorant stone—typically made from mineral salts like potassium alum—works by creating a layer on the skin that neutralizes odor-causing bacteria without blocking sweat glands. Although it hasn’t taken off on TikTok, the trend for aluminum-free deodorants is growing, according to Spate.

Andrew McDougall, Mintel Director Beauty and Personal Care Research, told Happi, consumers are demanding products that not only deliver on performance, but also prioritize environmental responsibility. 

“The beauty industry is headed toward groundbreaking sustainability initiatives that harmonize with the Earth’s natural systems,” insisted McDougall. “Future beauty products will be designed to adapt to environmental and physiological changes in real-time. Imagine skincare that adjusts to varying climate conditions or deodorants that release odor-neutralizing molecules based on body temperature. These climate-adaptive products will offer highly personalized experiences, blending technology with nature.”

New ideas in odor protection are helping grow the market, as seen with recent data from Circana. 

New Developments 

Both Native and Degree recently rolled out whole body deodorant products.

Degree’s new Whole Body Deodorant line tackles odor for up to three days. Designed for men and women, the products deliver up to 72 hours of odor protection and can be applied to underarms, thighs and feet.

The aluminum-free, invisible formula is available in spray and stick form. Either way, Whole Body Deodorant features odor-adapt technology that adapts to the body to target and block odor before it starts and zinc zap technology to keep users fresh all day.

Women’s Whole Body Deodorant Spray is available in Fresh Citrus and Rose & Waterlily and in stick form in Active Fresh and Ocean Rush. Men’s Whole Body Deodorant Spray is available in Active Fresh and Ocean Rush and deodorant stick in Ocean Rush.

After the successful launch of its Whole Body Deodorant Collection, P&G’s personal care brand Native is introducing the Whole Body Deodorant Cream as a companion product.

Formulated with niacinamide and a dual vitamin mixture of B5 and B3 to leave skin refreshed and odor-free, the dermatologist- and gynecologist-tested body cream is designed for around-the-clock odor protection for pits, chest, privates, thighs and feet.

Whole Body Deodorant Cream is available in Coconut & Vanilla; Cucumber & Mint; Sweet Peach & Nectar; and Unscented.

Native also announced partnerships with Jarritos and Dunkin’. The company decided to double down on retailer partnerships by giving Jarritos variants exclusively to Target and Dunkin’ products exclusively to Walmart. For the first time, the company also maximized its audience by launching these two collaborations at the same time.

Jarritos limited edition scents include passion fruit, pineapple, mandarin and watermelon. They’re available in deodorant, body wash, hand and body lotion, shampoo, conditioner and 2-in-1 shampoo and conditioner.

Dunkin scents are Strawberry Frosted, Vanilla Sprinkle, Blueberry Cobbler and Boston Cream in deodorant, shampoo, conditioner and body wash.

According to Peter Choi, Native brand vice president, New York, “Consumers are looking for something that is going to be clean, simple and effective – with some fun scents to experience. Native is the brand that not only brings the fun, unexpected scents consumers crave, but also delivers on 72-hour odor protection with aluminum-free deodorant. Native whole-body sprays are made with only six ingredients and Native regular deodorant sticks are thoughtfully made to fight stink with only nine ingredients.”

Choi added that the collaborations with Jarritos and Dunkin are enhancing Native’s brand equity by “perfectly balancing fun and excitement with a commitment to clean, effective personal care products.”

He noted: “Today’s consumers desire products that offer both enjoyment and effectiveness. They seek irresistible scents that elevate their daily rituals, all while prioritizing clean ingredients and proven performance. Native’s promise is to deliver on this expectation, and these collaborations exemplify our ability to meet those demands.”

Other market leaders are snagging sport stars to expand their deodorant outreach.

Dove Men+Care teamed with former Seattle Seahawks’ football star, actor and entrepreneur Marshawn Lynch to promote its whole-body deodorant products.

The first announcement focuses on the release of two new Whole Body Deodorant spray scents available at Walmart: Dove Men+Care Whole Body Deodorant Marine + Blue Cypress and Dove Men+Care Whole Body Deodorant Fig + Suede.

Research commissioned by Dove Men+Care found that 63% of men are still unaware that Whole Body odor solutions exist. Brand managers are excited to partner with Lynch, the  Super Bowl winning running back to increase awareness of the caring whole body deodorant and introduce two new Spray offerings, said the company.

Meanwhile, Old Spice’s newest Aluminum-Free Whole Body Deodorant for Men added a new Black Cherry + Bourbon scent in both cream and stick forms for 2025. 

According to Dr. Maiysha Jones, principal scientist at Secret, consumer research from Secret reveals that today’s shoppers prefer products that offer long-lasting freshness and sweat protection. Research also found that women were concerned about body odor in places other than their armpits – like their chest, privates and feet. This led to the Whole Body Deodorant collection of sticks, creams and sprays at the company.

“While some people are satisfied with odor protection across the whole body, others also wanted help with sweat control all over,” Dr. Jones told Happi. “To address this need, we recently introduced Secret Whole Body Dry Feel, an aluminum-free sweat control deodorant designed for use all over the body. Available in sticks and creams, these new whole-body formulas help absorb sweat, prevent odor and ensure a smooth application with no visible residue.”

Indie Innovators

Credo is at the forefront of clean beauty and sustainability. Now, indie beauty brand Evolvetogether can be found there; its bestsellers include deodorant, hydrating hand cream and deodorant discovery sets.  

“Being part of Credo Beauty is a milestone that we’ve always worked toward, and it means so much to us,” said Evolvetogether Founder Cynthia Sakai. “This partnership aligns with what we value most: creating clean, science-backed formulas and fine fragrances that perform as beautifully as they feel and look. Credo’s rigorous clean standards are the standard in the industry, and it’s an honor to meet them. They reflect our commitment to crafting personal care for families that expect quality, performance, beautiful designs and responsibility—inside and out.”

Fellow indie personal care brand Curie released gender neutral deodorants at Walmart. They include two new aluminum-free scents—Santal Sage Deodorant Stick and Ocean Air Deodorant Stick.

Fragrance brand Phlur also added deodorants. It expanded into a new body category with a 48-Hour Odor Protection Deodorant in one of its best-selling scents: Vanilla Skin.

This clinically proven, natural deodorant protects against odor for 48 hours, said the company. Ingredients include salicylic acid to neutralize odor-causing bacteria while exfoliating to smooth and brighten the underarm skin, arrowroot powder and zinc ricinoleate to absorb odor and tamanu oil to moisturize, according to the company.

Saltair’s newest scent, Salt Water Vanilla, is available in a Reviving Body Wash, Skincare Deodorant, Serum Deodorant and Nourishing Body Oil for 2025. According to the company, the 5% AHA serum deodorant is formulated with a multi-acid blend of mandelic, lactic and polyhydroxy acids that acidify the skin to combat odor, brighten the look of discoloration, and smooth and reduce the look of ingrown hairs. Meanwhile, the Skincare Deodorant is formulated with “proven skincare ingredients” like salicylic acid and zinc rincinoleate, to keep odors at bay for over 24 hours, said the company. 

“Our Salt Water Vanilla deodorant is a game-changer in the category because it combines a luxurious, transportive scent with a uniquely effective formulation,” Saltair Founder Iskra Lawrence told Happi. “The refreshing oceanic notes paired with warm vanilla create a sensory escape, while our innovative acid blend works with your skin’s natural pH to keep odor at bay without harsh ingredients. Plus, we’ve made it accessible at an affordable price point, proving that you don’t have to compromise on quality or efficacy to feel confident and cared for.”

Wellness brand O Positiv rolled out its first topical cosmetic product—URO Intimate Deodorant. The moisturizing cream deodorant features lactic and mandelic acids, which gently penetrate different layers of the skin and acidify pH, making it less hospitable to odor-causing bacteria, per the brand. The formula also contains probiotic ferment, zinc ricinoleate, tapioca starch, silica, olive leaf extract, vitamin E and aloe.

“Launching into this new form factor is a huge moment for O Positiv’s strategy,” said Bobby Bitton, co-founder of the wellness brand. “It reinforces our commitment to solving problems for customers regardless of whether the answer is a supplement or not.”

The deodorant—which is made for all-over use—soothes and moisturizes the skin, absorbs moisture and enhances skin health by reducing the appearance of skin bumps and ingrown hairs, according to the wellness brand.

“Other cream deodorants just weren’t cutting it” said Brianna Bitton, company co-founder. “We are proud to expand the successful URO line of products to now include a deodorant for everywhere.”

Opportunity for Growth

Spate cites “vanilla body mist” as a rising trend in fragrance. The trend of vanilla body mist is characterized by very low volume and low competition, yet maintains an upward trajectory. The search for ingredients like bourbon and sugar alongside vanilla body mist offers opportunity for variations in this fragrance experience. Brands can differentiate themselves with body mists combining vanilla with other scents for a unique and indulgent experience, according to Spate. 

A sweet deodorant spray could be a formulator’s next big hit for 2025.