Three years after the pandemic, personal care rituals once kept private, but now shared on social media, continue to have a profound impact on consumer purchasing behavior.

According to Future Market Insights, an emphasis exists on personal grooming due to social media influence, which analysts say is largely responsible for the uptick in personal care products sales in deodorant, oral care and shaving.

Deodorants Shift from Basic to Bougie

Nielsen IQ says a rise of natural deodorant brands and premiumization are fueling growth in deodorant.

Deodorant sales rose 17.5% for the 52 weeks ending Aug. 13, 2023, per recent Circana data. 

Analysts at Future Market Insights say growing consumer preference for natural ingredients and aromas in personal care products has shaped the deodorant stick market as health-conscious consumers invest more time learning about potential side-effects of certain ingredients.

Given their rising concerns, companies are introducing products with plant-based and natural ingredients such as eucalyptus and jasmine cocoa butter as the stars. And they are rolling out more formulas that are free from materials such as aluminum.

In March, Tom’s of Maine introduced two new scents to its Complete Protection Deodorant Line: Sandalwood & Vanilla and Rose & Vanilla. The B Corp brand offers aluminum-free formulations and 24-hour odor and wetness protection.

In October, Ombré Men, a growing brand in men’s personal care and grooming, launched its all-natural deodorant. Rooted in the brand’s commitment to natural ingredients, the formula is aluminum-free, plant-based and effectively eliminates odor-causing bacteria without clogging pores. Fragrances include natural ingredients like eucalyptus and coconut oil, per the brand. According to CEO Justin Tarin, chemists went through two years of iterations before finding the perfect formulation. As a commitment to its sustainability goals, the brand makes a refill insert system that minimizes waste.

Other brands are capitalizing on the aluminum-free movement, including an up-and-coming all-natural powder deodorant brand called Madame Lemy. Inspired by a friend of founder Holly Eve, who died young due to an aggressive form of breast cancer, Madame Lemy’s all-natural deodorant powder—formulated with help from an Oxford-trained chemist—is said to contain pH-balancing minerals and Himalayan salt, which has antibacterial properties. Scents include lemon, lime and rose.

Madame Lemy’s deo is designed to be applied with a feather applicator. The idea is to turn this often hasty, mundane part of one’s personal care routine into a pampering one, according to Eve, a celebrity makeup artist.

“I had been trying multiple natural deodorants and either they gave me a rash or—TMI—I smelled worse,” Eve explained.
“Somebody had mentioned to me they saw the rash I had from natural deodorant and asked if I had ever tried lemons. I waited for the rash to go away and started using lemon slices. That’s when I had the idea that the lemon on its own is working so well, I wondered if there was a way to turn this into something to carry with me. Just DIYing, I figured out a way to turn lemons into powder, not knowing you can just buy lemon-peel powder. But I’m glad I didn’t know that because it really set me on a path to mix and make things in my kitchen, and lemon peel powder wasn’t as effective as just the lemon slices. Through DIY, I figured out other ingredients through Pinterest and Google.”

The deo market is growing owing to rising awareness among consumers regarding the benefits of organic components. In fact, ResearchAndMarkets predicts the global organic deodorant market is growing 6.1% a year and will reach $286.6 million by 2028.

New deo brands are committed to fighting the “pre-teen stink.” Entrepreneurs says they want to fill a void in the market when it comes to preteens and teens—a demographic that many consider largely neglected.

Kobi Natural, for instance, launched a kid-focused body care line touting personal care products made with alternatives to common ingredients formulated for mature skin. Kobi Natural deodorant is free from aluminum, parabens, GMOs, baking soda, nut oils and dyes. The roll-on stick in lime and lemon peel scents won’t drip and is non-sticky and won’t stain clothing with a white cast, according to the brand.

Earlier this year, actress Julie Bowen and Jill Biren, a former Condé Nast advertising executive, created JB Skrub, an all-natural personal care product line catering to the pre-teen boy. The line includes a body spray and other products formulated specifically for boys’ changing, hormonal skin, according to the founders.

Dollar Shave Club, the CA-based grooming brand which Unilever recently sold a majority stake to Nexus Capital Management, is bringing back its award-winning Ball Spray, which is aimed to deodorize the so-called family jewels. The sweat fighter contains the same formula with an improved precision sprayer for a better user experience.

“Dollar Shave Club aims to provide functional solutions to consumer needs that are both fun and affordable,” Megan Milazzo, chief marketing officer, Dollar Shave Club, said in a statement. “Ball Spray is a great example of that, and we’re excited to deliver an even better version of it to members and new users everywhere.”

Ball Spray quickly grew to be a Dollar Shave Club (DSC) favorite after its initial launch in 2020. According to DSC, 91% of users surveyed claimed they’d recommend Ball Spray to a friend. Ball Spray remained one of the top-searched items on the brand’s website, even when production was suspended for a packaging change. The delay only added to Ball Spray’s popularity with users, according to the company.

Formulated to absorb moisture, reduce chafing and protect against odor, Ball Spray aims to eliminate the discomfort of sweat and stink. The formula is free from talc and zinc, leaves no white cast and imparts a minty fresh scent.

Razor Sharp Entries

Dollar Shave and other indie razor brands shook up the shave category with DTC strategies and savvy marketing more than a decade ago.

While DSC and others were acquired by larger CPGs, and the market remains dominated by big brands like Gillette and Schick, smaller brands continue to grow their presence in the category.

Dr. Squatch is out to make its mark in the razor category. In partnership with Henson Shaving, in September the brand launched a precision-engineered safety razor made at Henson’s factory. The razor features premium materials, a 30-degree blade design and a lightweight, ergonomic handle for a smooth, comfortable shave sans the irritation, according to the brand.

Manscaped is also on the rise. The men’s grooming brand, which was founded by Paul Tran, announced several retail expansions, one of which was a core selection of its premium grooming tools and formulations at Men’s Wearhouse and Jos. A. Bank locations across the US.

This past summer, Manscaped launched into Boots in the UK and Ireland. Boots is stocking the brand’s grooming tools and formulations in 270 locations across the country as well as in 26 stores throughout Ireland and online.

Another personal care brand making waves in the shave category is Evolution of Smooth (Eos). The Leaping Bunny-approved brand, best known for its top-selling lip balm, expanded into the men’s shave category earlier this year. The move was prompted by market research into men underhandedly using their SO’s Eos shave creams, said the company.

While men have used shave foam on their faces for decades, the marketers at Eos said men have been missing out on a moisturizing shave cream—a phenomenon they’re calling “foamo.” In April, the brand launched its first shave cream for men, UltraProtect, in two fragrances—Blue Surf and Fresh Woods—and one non-fragranced option. Helping men to “unmanhandle” their skin, Eos UltraProtect Men’s Shave Cream is touted as offering superior glide, cushion and moisture aimed at enhancing the shaving performance to reduce the risk of razor bumps providing 24-hour moisture, according to the company.

When it comes to personal care, natural components can spike interest among consumers who are increasingly focused on ingredient efficacy and safety.