Wellness-Driven Ingredients and Full-Body Protection Fuel Deodorant Sales Growth

“Never let them see you sweat!”—this iconic slogan from Gillette Dry Idea still rings true, but the concept has expanded. What was once reserved for armpits is now being applied to products designed for the entire body. As this shift continues, chemists are unveiling deodorants with innovative new actives.

Wellness-Driven Ingredients and Full-Body Protection Fuel Deodorant Sales Growth. A significant consumer trend is the rising interest in “healthier alternatives to aluminum deodorants,” as highlighted by market research firm Spate. One emerging example is the search trend for “glycolic acid toner as deodorant,” reflecting a shift toward products that offer skin care benefits in addition to odor control. As more consumers become ingredient-conscious, the use of natural ingredients is also growing, according to Spate’s report.

Glycolic acid, a popular exfoliant in skincare, is now being incorporated into deodorants. Google searches for “glycolic acid” have increased by 113.6% in the past year, averaging 1.2K searches per month. Popular search terms like “glycolic acid as deodorant” and “The Ordinary glycolic acid deodorant” underscore consumers’ willingness to try skincare products for underarm use, signaling a desire for more from their traditional deodorants.

Wellness-Driven Ingredients and Full-Body Protection Fuel Deodorant Sales Growth. This shift reflects a broader trend in consumer demands for products that not only deliver on performance but also align with environmental and wellness values. The deodorant market is expanding as people look for whole-body protection, and innovative product launches are responding to this demand.

The rise of deodorant stones is another growing trend. According to Spate, deodorant stones—often made from mineral salts—are gaining traction, with searches up 77.4% from the previous year. These products neutralize odor-causing bacteria without blocking sweat glands and cater to the increasing desire for aluminum-free deodorants.

Andrew McDougall, Mintel’s Director of Beauty and Personal Care Research, emphasizes that consumers now seek deodorants that offer both performance and sustainability. “The beauty industry is headed toward groundbreaking sustainability initiatives that harmonize with the Earth’s natural systems,” McDougall explains. “Future beauty products will adapt to environmental and physiological changes in real-time, blending technology with nature.”

Recent product innovations, such as Native and Degree’s whole-body deodorants, are tapping into this trend by offering longer-lasting odor protection and targeting multiple areas of the body. For instance, Degree’s Whole Body Deodorant line, which provides up to three days of protection, can be applied to underarms, thighs, and feet. Similarly, Native’s Whole Body Deodorant Cream offers 72-hour protection and is dermatologist-tested for use on various areas of the body.

The growth of wellness-focused, environmentally conscious deodorant options shows no signs of slowing down. Brands like Dove Men+Care and Secret are also introducing whole-body deodorant collections, with new scents and formulations aimed at addressing consumer concerns around sweat and body odor beyond the underarms.

The increasing demand for clean, effective products extends to indie beauty brands like Evolvetogether, Curie, and Phlur, which are offering innovative aluminum-free deodorants with a focus on natural ingredients. Saltair’s new 5% AHA serum deodorant, for instance, combines exfoliation with odor protection, while O Positiv’s new URO Intimate Deodorant features probiotic ferment and skin-soothing ingredients for full-body care.

As the deodorant market continues to evolve, the opportunity for growth is clear. Spate’s data shows rising interest in fragrances like vanilla body mist, and this could be an area for future innovation. Consumers’ desires for sweet, indulgent scents and wellness-driven benefits open up possibilities for brands to craft distinctive, effective deodorants that resonate with the modern consumer.

The future of deodorants is looking brighter, with new formulations and wellness-driven ingredients leading the way.