These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
This product pushes the trend of multi-functional deodorants by acting as a potent underarm serum. It moves beyond simple odor and sweat protection to incorporate powerful skincare ingredients traditionally found in facial products. The formula is designed to address specific skin concerns like hyperpigmentation and uneven skin tone. It contains Niacinamide (Vitamin B3), Vitamin C, and Vitamin E, which are clinically proven to accelerate skin renewal, reduce the appearance of dark marks, and minimize pores. Marketed as an "#UnderarmHolyGrail," this deodorant serum provides 48-hour protection while actively repairing and renewing underarm skin, positioning it as a dedicated skincare treatment for the armpits.
Key Product: Radiant + Care Deodorant Dry Serum 3% Niacinamide + 10x Vitamin C&E
MARKET LEADER
NIVEA embodies the multi-functional trend by focusing on post-shave care and skin soothing. This deodorant provides reliable 72-hour protection against sweat and odor while being specifically formulated for sensitive skin. Its key multi-functional attribute is its ability to calm irritated skin, particularly after shaving, thanks to the inclusion of Pure Hyaluron and Vitamin E. The hypoallergenic, alcohol-free formula actively works to promote skin recovery, leaving underarms feeling softer. This positions the product not just as an antiperspirant but as a crucial step in a sensitive skincare routine, preventing irritation while delivering long-lasting freshness.
Key Product: Derma Control Sensitive Antiperspirant Roll-On
MARKET LEADER
As a leader in the trendy natural deodorant category in Australia, Woohoo Body showcases multi-functionality by combining two concerns into one product. This deodorant stick provides all-day odor protection using natural ingredients while also functioning as an anti-chafe stick. This is particularly innovative as it addresses the friction and irritation that can occur on the body, not just under the arms. The brand also pushes the multi-functional skincare trend with its "Armpit Detox Mask," designed to help users transition to natural deodorant by clarifying the skin and drawing out impurities. The products are vegan, cruelty-free, and come in biodegradable packaging, adding sustainability as another key value.
Key Product: Natural Deodorant & Anti-Chafe Stick
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend shows consistent search interest and cultural relevance due to its multi-benefit appeal, suggesting a solid market presence. However, without clear growth in search or sales volume, the score reflects a stable but not rapidly expanding trend.
Search interest for multi-functional deodorants has remained consistently stable over the observed period. This indicates a steady and established consumer demand for products offering more than basic odor control.
Google Trends (12 Months)
TikTok Posts
50 posts analyzed
Salt & Stone
Renowned Australian actress and model with a significant global and local following. Known for her roles in popular television series like "H2O: Just Add Water," "The Vampire Diaries," and "The Originals."
Agent Nateur
Renowned Australian actress and model with a significant global and local following. Known for her roles in popular television series like "H2O: Just Add Water," "The Vampire Diaries," and "The Originals."
The Ordinary
Highly influential Australian DJ, television presenter, author, and social media personality, also known as Lillian Ahenkan.