These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Pioneering the whole-body deodorant category, Lume has distinguished itself with a scientifically-driven approach to odor control. Developed by an OB-GYN, the brand's marketing directly addresses the often-unspoken concerns about body odor beyond the underarms, including private parts. Lume's key innovation is its use of mandelic acid, a gentle alpha-hydroxy acid (AHA), to create a pH-optimized formula that blocks the ability of bacteria to cause odor. This "pre-odorant" strategy, as the brand frames it, prevents odor before it starts rather than just masking it. The Smooth Solid Stick is particularly iconic for its user-friendly format and its promise of up to 72 hours of odor control. By breaking taboos with humorous and direct advertising, Lume has successfully pushed the trend of whole-body deodorization into the mainstream, encouraging consumers to feel confident and odor-free everywhere.
Key Product: Smooth Solid Deodorant
MARKET LEADER
Targeting the male demographic, Mando has forcefully entered the whole-body deodorant scene with a message of high-performance, science-backed odor control for "pits, packages, and feet." Like its sister brand Lume, Mando utilizes an acidified technology to stop odor at its source. The brand explicitly markets its products for use on private parts, a move that has resonated with men seeking solutions for all-over freshness. The Invisible Cream is a standout product, offering a lotion-like consistency that can be precisely applied to any external part of thebody. Mando's bold and direct-to-consumer marketing, which often employs humor, has been instrumental in normalizing the conversation around male body odor and promoting the idea of a single deodorant for every part of the body.
Key Product: Invisible Cream Whole Body Deodorant
MARKET LEADER
Leveraging its long-standing reputation for gentle and effective skincare, Dove has successfully entered the whole-body deodorant market with a focus on skin-friendliness and accessibility. The Dove Men+Care Whole Body Deo line, available in both spray and stick formats, is dermatologist-tested and formulated to be gentle enough for sensitive areas, including privates. A key differentiator for Dove is the inclusion of Vitamin E and their signature moisturizing cream in the formula, which helps to condition the skin while providing up to 72-hour odor protection. The Whole Body Deo Spray is particularly noteworthy for its convenient, dry-spray application. By offering a budget-friendly, non-irritant, and aluminum-free option from a trusted brand, Dove has made the whole-body deodorant trend accessible to a broader consumer base, reinforcing the idea that all-over odor control is a standard part of a daily grooming routine.
Key Product: Men+Care Whole Body Deo Deodorant Spray
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
While search interest is stable, sales volume in both value and premium segments has cooled from earlier periods. This suggests the trend is no longer rapidly growing but has found a steady, albeit lower, sales pace.
Search interest for whole body deodorant has remained relatively stable over the past year, indicating consistent consumer engagement. The product is well-established in the market, addressing a clear need for comprehensive personal hygiene.
Google Trends (12 Months)
TikTok Posts
123 posts analyzed
Dove Men+Care
Iconic former NFL running back known for his 'Beast Mode' running style and charismatic, straight-talking personality. He holds significant influence over the mass market, particularly with male consumers.
Secret
Prominent American rugby player, social media personality, and a bronze medalist from the 2024 Paris Olympics. She is known for her advocacy of body positivity and offering a candid look into the life of a professional athlete.