Making Heads or Tails of the Thriving All-body Deodorant Market

“Whole-body deodorants are trending in the U.S.,” a recent Forbes headline proclaimed.¹ “In 2018, Lume launched a series of products designed for ‘pits, privates and beyond.’ … This spring [2024], legacy brands jumped on board. Since the start of this year, Secret, Dove, Old Spice and Native have launched whole-body deodorants which consumers can apply as sticks, sprays and creams,” Forbes added. It’s true. Google Trends shows that searches related to whole body deodorants, including Dove, Old Spice, SheaMoisture, Lume, Secret and others, more than quadrupled from January 21 to February 17, 2024.² To help us make heads or tails (or armpits) of the thriving body deodorant market, we turned to Melissa Christenson (MC), co-founder and head of product development for Hume Supernatural All Body Deodorant, and Maiysha Jones, Ph.D. (MJ), principal scientist for Procter & Gamble (P&G) personal care.

C&T: How big is the market opportunity for whole-body deodorants? What trends have emerged in this space?

MC: Experiencing body odor in places other than the armpits is nothing new, so with the emergence of a variety of new whole-body deodorant options that address this issue, paired with high consumer demand for modern aluminum-free deodorants, there is no doubt that the category will continue to grow, and that this segment will become a permanent addition to retailer sets and consumer self-care routines.

Many of the whole-body deodorants on the market are water-based lotions or creams that leverage alpha hydroxy acids (AHAs) like mandelic or lactic acid to reduce bacteria on the skin, and in turn reduce body odor. There are also traditional solid stick formulations that leverage the same AHA formulation approach, while others incorporate specific antimicrobials to selectively reduce the microorganisms on skin that contribute to odor.

Several new spray formulations have also hit the shelves – these products are typically fast-drying hydro-alcoholic formulations that mainly leverage fragrance to mask odors. Some may also contain antimicrobials in addition to ethanol to reduce the presence of bacteria on the skin.

While the industry appears to be leaning into AHA-containing whole-body deodorants, there is some concern that AHAs can compromise the skin barrier function or cause sensitivity for some people. In fact, the FDA requires a warning statement regarding sun exposure on products containing AHAs.³

MJ: P&G spent two years developing our whole-body deodorants before launching in January 2023. While we have decades of consumer research and deep expertise in the antiperspirant and deodorant category, whole-body deodorant is a relatively new market segment. Whole body deodorants are designed for the nearly 50% of consumers who are concerned about body odor in areas other than the underarms. The whole body deodorant market is based on this unmet consumer need.

Up to 65% of consumers we spoke with shared body odor concerns for areas outside the underarm and further shared compensating behaviors such as using wipes, powders, extra cologne, wearing extra layers of clothing or even avoiding close proximity to others in an effort to mask odor. We believe that consumers should have a full spectrum of options for everywhere they choose to protect against odor.

People are looking for options to apply how they want, where they want.

C&T: How does P&G approach deodorants and antiperspirants? And what's the difference?

MJ: Today, we offer sprays, sticks, and creams for consumers to choose from – depending on their needs and preferences:

• Sticks are the form that consumers felt most comfortable trying.
• Sprays are easy to apply on the whole body.
• Creams are preferred for intimate application.

All three forms (sticks, sprays and creams) are formulated with ingredients that fight odor-causing bacteria at the source. Beyond the form, consumers can also choose from our brand portfolio (Native, Secret, Old Spice) to ensure the product is the right fit for them.

...We often get the question on the difference between deodorant and antiperspirant. Antiperspirants have aluminum salt, which are approved by the FDA to help fight sweat. When you apply an antiperspirant, that salt dissolves in the sweat at the surface of your sweat glands, forming a temporary, shallow plug. That plug significantly reduces the amount of sweat, making you stay drier for longer. On the other hand, deodorants do not contain an aluminum active ingredient, so they don’t fight sweat but they do protect against odor. Whole body deodorant is tested for use in areas outside the underarms.

We are continuing to educate consumers that they can switch between an antiperspirant and deodorant depending on their needs. To avoid the feeling of underarm wetness or sweating through clothes, a consumer may want an antiperspirant on more active days. And if someone is taking it slow or isn’t as bothered by sweat, a deodorant may better suit their needs. What’s important is that everyone is able to choose the product that delivers the level of protection when they need it.

C&T: What is the Hume Supernatural approach to whole-body deodorant?

MC: With the goal of developing a formulation that was truly gentle to sensitive skin and that supported the skin barrier function, the approach I took in formulating the Hume Supernatural All Body Deodorant was very different. The waterless balm formulation is free from AHAs and aluminum. It is designed to support the skin barrier and in turn the skin microbiome, with gentle nourishing emollient, occlusive and prebiotic ingredients.

And unlike whole-body lotions or creams, a unique sensory advantage of the Hume All Body Deodorant Balm is that it applies to the skin dry with a velvety feel vs. the wet, sticky feel that other whole-body lotions and creams deliver. The primary deodorizing ingredient in Hume All Body Deodorant is castor oil-derived zinc ricinoleate, which has no antimicrobial properties, so it doesn’t interfere with the skin’s natural microbiome.

C&T: How and why did the whole-body deodorant market emerge?

MC: The first whole body deodorants on the market were positioned to address odor that we all experience in places on our bodies other than armpits; in particular, privates. And it makes sense, as we know that the hormone-regulated apocrine glands that are found in the armpit are also mainly found in the anogenital area.

With many new launches in this whole-body deodorant segment, I think that these products are gaining traction because of the new forms that make it easier to apply deodorant to different parts of the body, and also normalize the fact that we all have odor in places other than our armpits. Now consumers have more choices than ever before.

Multifunctional formulations that feature additional skin benefits, in my opinion, are the real winners in the whole-body segment – delivering consumers with more than just deodorizing benefits.

Another multifunctional benefit to some whole-body deodorants is anti-chafing. Most effective are waterless formulations that are sweat-resistant and long lasting, with high powder content to absorb moisture and deliver a silky, velvety feel on skin. The Hume All Body Deodorant is very effective in preventing irritation caused by friction. Megababe also offers an anti-chafe stick, although it doesn’t offer deodorizing benefits.

MJ: Research shows that people want odor protection across the whole body. In a survey conducted by P&G, we found that they were suffering from high odor in various areas:

• Armpit area
• 78% Females
• 70% Males
• Groin area
• 56% Females
• 47% Males
• Chest area
• 32% Females
• 22% Males
• Feet
• 29% Females
• 48% Males

Body odor is normal and is caused by bacteria that thrive in our skin folds like under the breasts, in the groin area and between toes. Showering washes away this odor-causing bacteria, but it does not stop them from growing back, which is why many people resort to short term fixes like multiple showers, carrying wipes, using messy powders or changing clothes. Consumers are spending time and money on these behaviors that are not addressing odor at the source. Native, Secret and Old Spice Whole Body Deodorants are formulated with ingredients that fight odor-causing bacteria at the source. 

[Notably], body odor is not the same across all body parts. What an area smells like is determined by the types of bacteria and sweat glands at each area. Whole body deodorant helps fight body odor – at areas like the chest, under breast, thighs, feet and even privates – by helping prevent the growth of bacteria with gentle and skin-friendly ingredients. Additionally, [as mentioned above], different product forms also address different needs. The stick deodorant allows precise application on problem areas, while the spray allows for hygienic application on multiple areas. Creams provide the easy of application to rub in anywhere on the body for the most precise applications.

C&T: What are the benefits of whole-body deodorants over typical underarm deodorants? What are the drawbacks?

MC: While consumers prefer sticks for underarm application, sticks are not ideal for application to other parts of the body like below the belt and feet. The need to develop new forms for whole body application has opened up the opportunity for innovation in deodorizing lotions, creams and balms delivered from tubes, jars and sprays.

Whole body deodorants are best applied to clean, dry skin. If water is listed on the ingredients of a product, you can expect that it will be a bit wet feeling on application, so you will need to let it dry well before getting dressed. For a dry application, Hume Supernatural All Body Deodorant is a concentrated, waterless balm formula – not only does it absorb into skin instantly, it leaves a velvety finish.

While whole body deodorants are oftentimes also designed for use in sensitive areas like privates, it’s important to remember that usage is for external areas only, and that these areas can be more sensitive than other parts of the body, so fragrance-free is a good choice if below the belt is the primary area of usage.

MJ: Our whole body deodorant collection is aluminum free and was designed specifically for use on the whole body with skin friendly ingredients like glycerin, niacinamide, coconut oil and shea butter for a smooth, clear application experience. These are ingredients that dermatologists often recommend to be good for the skin barrier. While regular deodorants may also contain skin friendly ingredients, they are only designed and tested for use on armpits.

For example, Native Whole Body Deodorant is free of silicones, aluminum, parabens, and baking soda – designed for the consumer who wants a clean, simple and effective solution to body odor.

C&T: What are the most difficult aspects of formulating body deodorants?

MC: The biggest challenge with formulating whole-body deodorants – or really any type of deodorant – is delivering long-lasting efficacy while also delivering a desirable application and skin feel, without any negatives like white residue or staining of clothes. With increasing attention to this fast-growing segment, the good news is that there is more opportunity than ever before to innovate. Not just brands, but ingredient suppliers are also leaning in, with new clinical and in vitro data on existing ingredients, while also developing new technologies.

Another challenge is consumer confusion regarding the difference between deodorants and antiperspirants. Antiperspirants are FDA regulated over-the-counter drugs that contain aluminum salts and work to stop sweat by plugging skin pores. These formulations also reduce odor through broad-spectrum antimicrobial action.

Deodorants do not include aluminum salts to prevent sweat, so oftentimes these formulations, whether designed for whole body or primarily underarm use, will include absorbent powders that help you feel drier longer. Examples of these superabsorbent materials include diatomaceous earth, silica, arrowroot powder, tapioca starch and kaolin clay.

MJ: We have spent many years in research and development to create a whole body deodorant that meets consumers’ expectations. Safety is at the heart of everything we do and designing a product for use across the whole body was a unique challenge. We wanted to provide 72-hr clinically proven odor protection and have gentle, skin-friendly ingredients – particularly for external use on the private areas. Our sticks and sprays are made with under 10 ingredients. We offer light, modern scents that use less fragrance than a regular deodorant. We also offer fragrance-free products. All these factors come together to create a product that is gentle on sensitive skin and effective against whole body odor.

C&T: What new directions will the body deodorant market take? What technologies will enable these directions?

MC: While as noted, the market seems to have leaned into AHA-based lotions, I believe that in time, brands will pivot to alternate technologies and ingredients that support the skin barrier function and won’t alter the skin’s natural microbiome. New research is also helping to identify synergistic ingredient blends that optimize and target antimicrobial activity so that we can use less of these ingredients – both for skin safety and minimize the effect on the microbiome.

MJ: Our whole body deodorants are made with a nitrogen-propellant spray, which was first launched in the mass market by Native. While it has been in market for a while, it’s an exciting innovation that we don’t talk about enough.

Nitrogen-propellant technology provides the clean, simple and effective solution consumers are looking for, and can potentially drive significant growth of deodorant sprays. In fact, nitrogen-propellant sprays are quieter and more enjoyable to use than other types of propellants. They give a fine mist, which is fast-drying, softer-feeling and applies light as air.

While sprays are the leading deodorant form in other parts of the world, deodorant sprays are not yet the most preferred form of U.S. consumers. Interestingly, as we were the first company to launch whole body deodorant sprays, we’ve found that spray is the whole-body deodorant form shoppers prefer once they try it. Sprays are also the fastest-growing form among younger consumers, who find them to be refreshing and leave less residue.

References

1. Cohen, J.P. (2024, Jun 4). Suddenly whole-body deodorants are trending in the U.S. Forbes. https://www.forbes.com/sites/joshuacohen/2024/06/04/suddenly-whole-body-deodorants-are-trending-in-the-us/

2. Google Trends. (Accessed 2024, Oct 4). Whole body deodorant search term. Available at https://trends.google.com/trends/explore?cat=44&q=whole%20body%20deodorant&hl=en

3. U.S. FDA. (2005, Jan). Guidance for industry: Labeling for cosmetics containing alpha hydroxy acids. Available at https://www.fda.gov/regulatory-information/search-fda-guidance-documents/guidance-industry-labeling-cosmetics-containing-alpha-hydroxy-acids