These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Native is a household name in the natural deodorant category, recognized for its accessible and effective formulas that are vegan, cruelty-free, and formulated without aluminum, parabens, or phthalates. The Eucalyptus & Mint scent is a classic and popular fragrance, delivering a clean, herbal, and refreshing experience with a transparent ingredient list that includes coconut oil and shea butter.
Key Product: Eucalyptus & Mint Deodorant
MARKET LEADER
Salt & Stone is a premium natural deodorant brand with high-performance formulas and a sophisticated, minimalist aesthetic. They use high-quality natural and organic ingredients like seaweed extracts, hyaluronic acid, and probiotics, with a commitment to sustainability through recyclable packaging. The Santal & Vetiver scent is a bestseller, praised for its warm, woody, and luxurious aroma that offers long-lasting performance and a chic, gender-neutral appeal.
Key Product: Natural Deodorant - Santal & Vetiver
MARKET LEADER
Lume has an innovative "Whole Body" approach, creating products safe for use anywhere on the body. Developed by an OB-GYN, its clinically-proven formula blocks odor before it starts and is aluminum-free, baking soda-free, and cruelty-free. The Invisible Cream Stick, available in scents like Clean Tangerine or Unscented, is iconic to the brand's mission, featuring mandelic acid to control odor and promoting a message of body positivity.
Key Product: Whole Body Deodorant - Invisible Cream 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 moderate engagement with stable search interest and a mix of sales performance across segments. While the value segment is cooling, the premium segment is showing growth, contributing to an overall steady market.
Interest in natural and clean deodorants has remained relatively stable over a long period, indicating a consistent consumer preference. While there are fluctuations, the overall search volume suggests this is an established category.
Google Trends (12 Months)
TikTok Posts
Wild
British tennis superstar and Global Brand Ambassador for Wild.
Wild
English singer and television personality with a massive social media following.
Native
Celebrity esthetician and co-host of the 'Beauty Curious' podcast.