Rosalia Di Gesu
Rosalia Di Gesu is a Senior Innovation Analyst. She focuses on delivering cross-category insight and commentary on innovative new product launches and trends.

The basic hygiene focus of deodorants means it’s traditionally a price-driven category, limiting growth in most countries. But as consumers become more demanding and receptive towards innovation, deodorants have to step up their game. The heightened media attention on plastic waste has led brands to look at more sustainable alternatives such as recyclable card, cork, bamboo or wax casings – or even to explore opportunities for reusable glass/metal containers or refillable concepts.

Brands are also trying to boost excitement for the category by developing more engaging innovations to add value to this functional everyday product. For example, we are seeing the addition of probiotics, anti-pollution ingredients and skincare benefits pop up in new product development.

Using Mintel Global New Products Database (GNPD), we highlight 5 trends that are impacting deodorants in 2019 and beyond.

1. Stick deodorants tap into sustainability and plastic-waste concerns

Subscription refills (US): The brand Myro produces refillable deodorants, and pod refills are sold through a subscription service, using about 50% less plastic than traditional deodorants.

Credit: Myro

Solid deodorant without any case (Austria/France): Lamazuna Solid Deodorant is presented in an outer board box but has no other packaging/casing in an effort to be eco-friendly. It is also handmade, vegan, free from aluminium salt and made with organic palmarosa essential oil.

2. Microbiome-friendly probiotics/prebiotics are moving into deodorants

Nourishing lactobacillus and probiotics (Europe): Urtekram Purple Lavender is a certified-organic and vegan personal care range with active probiotics. It includes Cream Deodorant Roll-On with a nourishing blend of lactobacillus ferment, active probiotics and hyaluronic acid.

3. Added benefits help engage consumers

“Anti-pollution detox” claim on-pack (Spain): Instituto Español Detox Deodorant Roll-On has an “anti-pollution detox” formula tapping into Mintel’s Airpocalypse Now Trend and targeting the 64% of Spaniards who think it’s important to protect skin from pollution before exposure.

Hair reduction formula (Hungary): Visett Neutral Hair Stop Deodorant Roll-On deodorises and also claims to reduce hair regrowth from the underarms.


Targeting ‘boob sweat’ (US): Megababe is a body positive beauty brand that targets women’s perspiration in areas beyond and including the armpits. It includes natural “clean beauty” and specialised products for “boob sweat”, thigh chafe and intimate area concerns.

4. Scents get more imaginative

‘Unicorn’ with marshmallow; matcha etc (Germany): The PonyHütchen natural and vegan deodorant cream is available in a range of exotic, fun and foodie inspired scents including ‘unicorn’ (marshmallow), and matcha green tea.

Leather and cookies (Latin America): Axe’s unexpected ‘leather & cookies’ scent engages men and brings an element of fun. The product is designed to provide 48 hours of fresh protection.

5. Blurring with skincare

Moisturising deodorant (Japan): Lúcido Deodorant Cream absorbs odour-causing sweat and sebum with its white activated charcoal and moisturises skin with its green tea extract. It targets men aged over 40.

Day and night variants for best result (Latin America): Natura Tododia Aclarar whitening set includes day roll-on and night cream. The formula includes licorice extract (to inhibit melanin production), vitamin B3 (to decrease dark pigmentation) and moisturising pro-vitamin B5.