Thursday, January 12

How Clean Beauty pimped deodorants

Trends
How Clean Beauty pimped deodorants
Personal hygiene has been one of the biggest segments impacted by the clean beauty movement. From shower gels and soaps to toothpastes, several categories have benefited from innovations in terms of formulation and packaging to be more respectful of the body and the environment. Another fast-evolving category in that segment we will look at today is deodorant.

Over the last two decades, many articles and studies have linked common chemical ingredients used in deodorants (like parabens, triclosan, phthalates, propylene glycol and aluminum) to potential diseases and hormonal disruption. It is only logical then that products, without these potential harmful ingredients, were developed. But formulation is not the only thing that clean beauty brands have changed in deodorants.

Recyclable, refillable and fun

Deodorant packaging has been greatly impacted by clean beauty too. Not only do consumers want no harmful GMOs, aluminum-free, paraben-free, and ethically-made products, they also expect sustainable containers. Packaging is now compostable, made of organic materials such as straw blend (for brand By Humankind) or sugar cane (like the ones from Each and Every). Clean deodorants also offer refillable options with plastic-free refills and are available with subscription business models. For instance, with companies like Fussy or Wild, you just have to select your case (pick the color you like), choose your favorite fragrance and the refills will be shipped out to you exactly as and when you want. You can also opt to switch up your fragrance, change your delivery dates, or pause/cancel your subscription when you want. These clean deodorants are quite a nice revamp from the ones you can find in your local supermarkets.

Texture and gesture

Deodorants’ texture and gesture have also benefited from the clean beauty perspective. Cream, for instance, is making a great comeback from the past. The first ever brand of commercial deodorant, Mum, was developed in Philadelphia in 1888, and it was a waxy cream that came in a metal tin and used zinc oxide to fight odor. Back to today, we see many companies launching deodorant creams in aluminum tubes or glass jars, that have to be applied with fingertips or a spatula (like German brand Fine Cosmetic). The idea is, of course, to comply with sustainability expectations by using recyclable packaging. But it goes further than that. If we believe that clean beauty is a holistic approach to personal care, creating products that enable manual use and skin to skin contact is also encouraging healthy self-connection.

From clean ingredients to sustainable packaging, deodorants have undeniably evolved in the last few years. These changes also created a shift in consumption habits. This product, which was not very glamorous and a little taboo (especially for women), has become more fun and appealing. It slowly moves from a hygiene-only purpose to a body care one, where expected benefits are greater.


Monia MERABET, Founder of We Out Wow

We Out Wow is a beauty trend and strategic innovation agency.
Contact us for intelligence reports and consulting services at hello@weoutwow.com.