As the gourmand trend that dominated 2025 richens into 2026, consumers’ favorite scents are extending to their underarms. 

For National Cookie Day this past December, Dove marked its second partnership with dessert brand Crumbl. The Unilever brand’s limited-edition cookie-inspired personal care collection included a roll-on deodorant. Over the holidays, Native offered limited-edition, aluminum- and paraben-free deodorant sticks in Frosted Cherry and Vanilla Wonderland.

With Valentine’s Day in the air, beauty lovers are extending the spritz of their sweet-smelling scents from the napes of necks and smalls of wrists to another erogenous zone – their pits. Dr. Alexis Young, a dermatologist with Hackensack University Medical Center, Hackensack, NJ, says the underarm area is considered an erogenous zone due to its sensitive skin and high concentration of nerve endings. 

“Our sense of smell is powerfully linked to the brain’s centers for emotion and memory, playing a significant role in attraction,” Young told Happi. “The underarms also naturally product pheromones, which are chemicals that can influence attraction. Therefore, applying a pleasant, sweet scent to this area aligns with the psychological and sensory aspects of attraction.” 

Consumers Seek Scent and Safety

Ingredient-conscious consumers seek what they deem safer formulas in equal measure to scent profiles. Some have concerns about aluminum-containing antiperspirants.

Dr. Young says scientific evidence assures no cancer link, but choosing such products is the consumers’ prerogative.

“Regarding the link between aluminum and cancer, it’s a topic that has generated considerable concern, but the current scientific and medical consensus is reassuring,” said Dr. Young. “Major health organizations like the National Cancer Institute and the American Cancer Society have stated there is no convincing scientific evidence that links the use of aluminum-containing antiperspirants to an increased risk of breast cancer. The theory that aluminum is absorbed through the skin and causes cancer-promoting hormonal changes has not been substantiated by research; studies how that very little aluminum is absorbed through the skin, far less than what we ingest from food.”

According to Dr. Young, the safest deodorant is one that “does not irritate your individual skin,” she noted. 

Dr. Young suggests consumers with sensitive skin opt for hypoallergenic or fragrance-free products. To combat odor, she recommends seeking out ingredients that create an “inhospitable environment” for bacteria, such as magnesium hydroxide or zinc oxide, which are effective and generally non-irritating. Starches like arrowroot or tapioca are optimal choices for wetness absorption in aluminum-free offerings. In addition to avoiding fragrance, those with sensitive skin should also try and avoid alcohol and baking soda; they can cause contact dermatitis and irritation, as well as propylene glycol and certain essential oils, according to Dr. Young.

Perking Up A Mundane Routine

In addition to key performance attributes like tamping down odor and blocking sweat, AP/deodorant brands are helping transport consumers to island getaways – right in their bathroom. 

Jukebox, a funky feminine spinoff of Unilever-owned Dr. Squatch, offers aluminum-free, odor-blocking stick deodorants in scents like Coconut Dreamin’, Island in the Sun and Sky Blue Malibu.

Native also capitalizes on the idea of escapism with its Global Flavors collection. The personal care collection, which encourages consumers to add adventure to their routine, includes an aluminum-free stick deodorant with 72-hour odor protection in Italian Vanilla Gelato, Japanese Golden Pear, Moroccan Mountains Sage and Brazilian Honey Melon. 

Vacation nostalgia is crossing time zones—and time periods. Brands are extending the fragrances consumers love from perfumes to personal care routines. 

Per fragrance subscription service Scentbird, the revival of 1990s nostalgia scents is “emotionally charged and culturally significant.” It taps into Millennial longing for formative years and Gen Z’s fascination with retro aesthetics. These scents are classified by clean, crisp and breezy scents. 

Capitalizing on this nostalgic craze is preteen personal care brand Daise, which was founded by Monday Haircare’s Jaimee Lupton. The brand—distinguished by its daisy-shaped bottles—has a new All Body Spray & Deodorant in a scent called XOXO. The fragrance features a blend of saffron, rose, cedarwood, amber and musk. The formulation is said to keep wearers fresh for up to 24 hours.

Daise’s Body Spray & Deodorant can be worn alone or layered with a body mist or body butter to create a signature scent, according to Lupton.

“Spray feels intuitive for this generation, offering a quick lightweight and effortless way to engage with fragrance as part of everyday beauty routines,” Lupton told Happi. “The result is products that feel fun and age appropriate.” 

Hormonal Changes

R&D teams are factoring in hormonal changes when formulating effective products to neutralize body odor. 

Dove Beauty Clinical Care Protection Cool Essentials Women’s Solid Antiperspirant & Deodorant Stick offers 96-hour protection from sweat related to stress, hormones and hot flashes in menopausal women.

Another brand focused on combating menopausal-related sweating is Bella Skin Beauty. The brand’s rally cry is “wave goodbye to stank.” It markets a Probiotic Underarm Toner in Watermelon and Honeysuckle Peony that activates when gently shaken and helps deodorant last throughout the day. 

Ingredient transparency and safety is just as important for men’s brands. 

Unilever-owned Dr. Squatch, last month launched Invisible Glide Deodorant and Spray Deodorant. The innovations are designed to address “persistent pain points” in deodorant selection: staining, performance and a lack of natural options, per the brand. 

According to brand research, as high as 87% of men are actively seeking a non-staining deodorant that isn’t an antiperspirant.  

Dr. Squatch’s new Invisible Glide aims to fill that blank space. The 98% natural, aluminum-free, clear stick delivers all-day odor protection without leaving unsightly residue or discoloration on clothing. Engineered for underarm use, its new spray uses bag-on-valve 360° spray technology, allowing application at any angle with 72-hour odor protection, quick-drying performance and a natural propellant.

Marketing To Men

Every Man Jack kicked off what it’s calling a “major brand evolution” for 2026. The men’s personal care brand recruited quarterback Baker Mayfield of the Tampa Bay Buccaneers to promote its new premium collection, which includes a deodorant that uses postbiotics, oat powder and tapioca starch to deliver long-lasting odor protection. 

The deodorant comes in outdoor-inspired masculine fragrances pulled from the Redwood Forests of Northern California, the rugged coastline of the Pacific and the tropics of the Caribbean. 

The brand’s new positioning is said to evolve its outdoor heritage into a broader celebration of men’s everyday grit and confidence, recognizing their everyday, “manly” efforts. 

Kim Dao, head of marketing at Every Man Jack, said the brand employed macro men’s insights and market research to learn more about men, their feelings in today’s world and how personal care fits into their self-care. 

“Amidst the global chaos, economic uncertainty and rise of AI, men find reward in the outdoors, doing physical things, and value real experiences. We heard that confidence is earned from effort,” Dao told Happi. “What we discovered is that men are putting in the work every single day—for their families, their careers, their communities—often without recognition or fanfare. They’re juggling mounting responsibilities and to-do lists, showing up consistently, and finding ways to push through even when it’s tough. The premium collection and rebrand absolutely celebrates these men who do it all. We wanted to create products that acknowledge the grit and determination it takes to keep going, day after day.” 

According to Dao, “Baker’s story—being a college walk-on, winning the Heisman trophy, and playing for several NFL teams—represents the grit and determination that is part of Every Man Jack’s DNA.”

Every Man Jack, in partnership with Mayfield, launched The Sweat Equity Project, a storytelling and community grant platform that honors stories of men who have overcome adversity or a personal battle. The Sweat Equity Project invites students of Mayfield’s alma mater, the University of Oklahoma, to submit their stories for a chance to win a $10,000 grant to fuel their comeback, project, passion or personal transformation along with a year of Every Man Jack products. 

Unilever also leverages sports to market deodorants to men. 

The company partnered with US soccer legend Clint Dempsey to bring fans the confidence and freshness of their favorite athletes. Centered around its personal care portfolio (Dove Men+Care, Degree and Axe), the campaign includes FIFA World Cup 26 gift packs and a nationwide sweepstakes.

NPD in AP/DEO

More recently, Dove Men+Care launched Maximum Protection, a new antiperspirant range delivering what the brand is calling its “strongest sweat protection for men yet.” 

The Maximum Protection range—free from baking soda, dyes and parabens—is available in sticks and dry sprays. The formulas are said to provide up to 96 hours of sweat defense. Scents include Clean Comfort, featuring notes of bergamot and cedarwood, and Ocean Breeze with amber and mint.