These days it’s hard to go through the personal care section of a store or scroll through social media without seeing an advertisement for a deodorant or antiperspirant. The tried-and-true personal care staple has morphed into a dynamic, sophisticated product category that is more diverse than ever. There are aluminum-free offerings for your underarms, whole body options for all-over care, and travel-size sprays to pack for on-the-go emergencies; the list goes on.
Along with this market diversification comes growth. According to Mintel’s US Bodycare and Deodorant Market Report 2024, the body care and antiperspirant/deodorant market segment is projected to reach $9.54 billion in 2024 and an estimated $10.49 billion by 2029.
So, what has caused this expansion and what does it mean for the future of product development in the personal care market? In this article, we explore four key trends fueling growth in the antiperspirant and deodorant industry and offer formulation and product development tips for personal care brands looking to broaden their product line-ups.
Skincare Redefines Underarm Care
The “skinification” trend has gained significant momentum in recent years with skin care actives being integrated into a wide range of personal care categories. This movement allows consumers to extend their skin care routines beyond their face, creating exciting opportunities for product diversification across the personal care industry.
In the antiperspirant and deodorant category, skin care ingredients such as hyaluronic acid and ceramides are now being added for hydration and moisture retention, while Vitamin B3 (niacinamide) is being added to support the skin barrier and help reduce inflammation.
A notable example is Dove’s Vitamincare+ deodorant, which the brand describes as “skincare for underarms.” The aluminum-free formula is designed to restore the skin’s natural moisture barrier, reduce dryness, and promote a more even skin tone.
This popular focus has also spurred the development of multi-functional deodorants. Innovations like armpit detox masks and moisturizing oils or sprays are all the rave, offering consumers new ways to combat body odor while caring for their skin.
Clean Ingredients Shape the Future of Deodorants and Antiperspirants
With consumers’ large appetite for products touting natural ingredients and offering transparency, it’s no surprise to see this same trend playing out in the antiperspirant and deodorant industry as well. Just take a walk down any body care aisle and you will see a subcategory of all-natural antiperspirants and deodorants available from both new market players and traditional brands alike.
To meet this demand, manufacturers are adding plant-based and natural ingredients, such as baking soda, charcoal, cocoa butter, and essential oils. Consumers are also increasingly turning away from traditional antiperspirants that use active ingredients, such as aluminum and aluminum salts to temporarily block sweat pores, and instead turning toward deodorants that are formulated to eliminate odor but not perspiration.
New Formats and Whole-Body Deodorants Expand Beyond Sticks
There’s been a proliferation of formats in the antiperspirant and deodorant market as well. From creams and gels to pastes and wipes, this expanding variety of application methods offer differing product attributes and claims aimed at enhancing the user experience.
Among the many choices on the market today, whole-body deodorants have emerged as a product category that is taking off in a huge way. According to an article in Vox, major players, including Secret, Dove, Old Spice, and Native, have launched whole-body products in many formats since the start of 2024.
Sprays are making a comeback too, with brands refreshing their product line-ups to include more modern designs and showcase the convenience and portability that the format delivers. Think about the ease of packing your deodorant spray in your gym bag, purse, or locker for an on-the-go pleasant scent all day long.
Sustainability Drives Innovation in Deodorant Formulations and Packaging
Personal care brands are continuing to adapt to sustainability requirements, which have many antiperspirant and deodorant manufacturers laser-focused on developing eco-friendly formulation and packaging options.
As such, we’re seeing an explosion of options promoting plant-based and plastic-free properties. Many brands are also ditching traditional plastic tube packaging for zero-waste packaging. Instead, biodegradable packaging, refillable containers, and recyclable cardboard tubes are becoming common packaging options for antiperspirant and deodorants sticks, with many pastes and creams packaged in glass jars that can be recycled or reused and repurposed when empty.
PLZ Personal Care Solutions: Your Contract Manufacturing Partner for Deodorant and Antiperspirant Innovation
In a landscape as dynamic as today’s deodorant and antiperspirant market, there’s a level of contract manufacturing expertise required to get a product to market as smoothly and seamlessly as possible. For brands looking to identify the best partner, this requires valuable research, superior formulations, and excellent operational support.
Whether it’s formulating with natural ingredients, developing eco-friendly packaging, or creating personalized options, PLZ Personal Care Solutions is proud to offer our partners the confidence that every product with their brand’s name on it is up to the standards customers expect. We work closely with customers to turn their product ideas into reality throughout the entire process of product development including finding the right formulations, manufacturing processes, packaging solutions, and unique/custom solutions.
No matter where you are in your process, and no matter what your business is, let us help you bring your personal care innovations to life – together. Leverage our full range of contact manufacturing services to design, manufacture, and deliver deodorant and antiperspirant products that feel good, look good, and which your customers will champion.
Contact PLZ Personal Care Solutions to learn more about our R&D expertise and contract manufacturing services. www.plzcorp.com/contact-us.
