In 2022, a wide variety of brands across the personal care, beauty and wellness spheres added deodorants to their product portfolios. New deodorant entrances included the aluminium- and paraben-free refillable stick deodorant from Glossier, a brand known for its “clean girl” beauty range, and a vitamin C-based tea tree hyaluronic acid blend deodorant stick from popular fitness apparel brand Alo Yoga.
Consumers are searching for all things natural and clean, which runs in congruence with the rise of alternative product formats. This trend has revived previously declining categories such as deodorant creams, as the natural, organic composition of creams has led to their surprising resurgence, with popularity among health-conscious consumers.
Parallel to developments in fragrances, consumers are beginning to participate in a phenomenon known as keeping different deodorant “wardrobes” for different situations and purposes. Product variety within the “wardrobe” is determined by two main circumstances – deodorants for different types of sweat occasions, and deodorants to match different personal scents.
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Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Deodorants research and analysis database.
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