These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Native Whole Body Deodorant Cream is a key product driving the trend for multi-use and gentle deodorants. It is designed for effective 72-hour odor protection not just for underarms but for the entire body, including sensitive areas. This aluminum-free, baking soda-free, and paraben-free cream applies smoothly without pilling and is dermatologist-tested, making it suitable for sensitive skin. By offering a "clean" formula with less than 20 ingredients and positioning it for both men and women, Native pushes the trend of versatile, skincare-conscious deodorants that cater to a broad, health-aware audience. The cream format allows for precise application anywhere on the body, moving beyond the traditional underarm-only use.
Key Product: Whole Body Deodorant Cream
MARKET LEADER
Secret Whole Body Deodorant Cream represents a significant move by a leading mainstream brand to embrace the cream deodorant trend. This product provides 72-hour freshness and is formulated to be used on various parts of the body, including underboobs, privates, and feet. It is aluminum-free, paraben-free, and contains pH-balancing minerals, highlighting the industry's shift towards gentler, skin-friendly formulations. By launching a "whole body" cream, Secret is helping to normalize the concept of all-over body odor control, thus pushing the boundaries of the traditional deodorant category and making the cream format more accessible to a mass-market audience.
Key Product: Whole Body Deodorant Cream
MARKET LEADER
Saltair 5% AHA Serum Deodorant is an iconic product that embodies the "serum" aspect of this trend, merging skincare with deodorant. This roll-on serum is formulated with a multi-acid blend of Mandelic, Lactic, and Polyhydroxy acids (AHAs) that works by acidifying the skin to combat odor. Beyond odor control, it offers distinct skincare benefits such as brightening the look of discoloration and smoothing the appearance of ingrown hairs. As an aluminum-free and baking soda-free formula, it appeals to the clean beauty consumer. Saltair's innovative approach, which treats underarm care as an extension of one's skincare routine, has made its serum deodorant a top-of-mind product for trend-conscious consumers looking for effective, multi-benefit solutions.
Key Product: 5% AHA Serum Deodorant
Current bestsellers and viral hits defining the consumer expectation.
Source easily with Sourcy. We connect you with verified suppliers, handle quality control, and simplify the entire process.
Real data showing search growth, social buzz, and consumer demand signals.
While search interest shows moderate growth, sales volume is currently in the dozens of units for both value and premium segments, indicating a growing but not yet explosive market. The trend is supported by cultural interest in natural and sensitive skin solutions.
Search interest for deodorant creams and serums shows a general upward trend with some fluctuations. The growing interest aligns with consumer demand for premium, natural, and gentle self-care products.
Google Trends (12 Months)
TikTok Posts
115 posts analyzed
Phlur
Chriselle Lim is a highly influential digital creator, entrepreneur, and a prominent figure in the fashion and beauty industry. She is the owner and creative director of the fragrance brand Phlur.
Saltair
Iskra Lawrence is a British model, body positivity advocate, and entrepreneur. She is the founder of the personal care brand Saltair.