These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Recently launched in Brazil in late 2025, the Dove All Body Deo represents a significant push by a major brand into the skincare-infused deodorant space. This product line is designed for use on various parts of the body and is formulated with specific skincare ingredients. The cream version, in particular, highlights this trend by containing Niacinamide (Vitamin B3), an active clinically proven to strengthen the skin's barrier and even out skin tone, along with Glycerin to improve elasticity and hydration. By incorporating these well-known skincare actives, Dove is directly catering to the consumer who wants their deodorant to actively care for and improve the condition of their skin, moving beyond simple odor control to provide tangible treatment benefits.
Key Product: Dove All Body Deo Creme
MARKET LEADER
Principia, a brand known for its high-concentration active ingredient formulas, has entered the deodorant category with a product that perfectly aligns with the skincare-infused theme. The AD-01 deodorant is formulated as a complete underarm treatment. It features a powerful combination of Niacinamide and Lactic Acid, ingredients celebrated in facial skincare for their ability to improve texture, even out skin tone, and provide hydration. This product showcases the trend by treating the underarm area with the same level of targeted care as the face, appealing to ingredient-savvy consumers who want effective, science-backed skincare benefits in their deodorant.
Key Product: Desodorante Antitranspirante AD-01
MARKET LEADER
As a dominant brand in the Brazilian market, Rexona is primarily known for its high-performance antiperspirants. The brand embodies the skincare-infused trend through its Clinical line, particularly in the cream format. The Rexona Clinical Classic cream offers maximum protection while being gentle on the skin. The cream formula provides a more hydrating application compared to aerosols, forming a soothing barrier that helps prevent irritation. While its marketing focuses on efficacy against sweat, its formulation is recognized as suitable for sensitive skin, making it a go-to for consumers who need powerful protection without compromising skin comfort, thus pushing the trend forward within the high-efficacy segment.
Key Product: Rexona Clinical Classic Creme
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 increasing search interest and cultural relevance due to its multi-functional appeal and alignment with wellness. While sales volume data is unavailable, the growing search momentum suggests increasing market adoption.
Search interest shows a general upward trend with some fluctuations, indicating growing consumer curiosity. The product is gaining traction as a multi-functional item that combines skincare benefits with traditional deodorant functions.
Google Trends (12 Months)
TikTok Posts
82 posts analyzed
5 posts analyzed
Dove
A multi-talented artist, singer, songwriter, actress, and director with significant influence over Brazil's Gen Z and millennial audiences. Her career skyrocketed after her participation in Big Brother Brasil 20. She is known for her authentic voice and creative direction.
NIVEA
One of Brazil's most recognizable actresses with a long career in telenovelas and films. She is admired for her talent and advocacy for body positivity and natural beauty, making her a trusted voice for self-care products.
Aura Beauty by Jade Picon (Hinode)
A digital influencer, actress, and entrepreneur who gained fame as a teenager and solidified her status through Big Brother Brasil 22. She is a major trendsetter for the younger Brazilian market and launched her own beauty brand, Aura Beauty.