Men’s deodorants are a vital part of the APD category, representing 37% of launches. In contrast, only 16% of deodorant launches explicitly target women. For those men opting for gender specific deodorant products, it is imperative that these products are long lasting. Almost two thirds (63%) of Brazilian men who use deodorant/antiperspirant say long lasting fragrance is an important purchase factor, second only to preventing bad odour.
Nearly 80% of men’s deodorant products make claims around being long lasting, an increase of 11 percentage points over the last five years. In a strong position to respond to this need, Sure’s deodorant products with Body Heat Activated technology seen in 2024 (and available for both men and women), release fragrance and active ingredients as a response to body heat, thereby creating a unique sensory experience in warm environments or during periods of exercise.
Skinification is another notable feature of the deodorant category. In the UK, 64% of deodorant users say they are interested in deodorants/antiperspirants that include skincare ingredients. Niacinamide is an example of a skincare ingredient that has made its way into deodorants. It is now used in 2.4% of global deodorant launches, up 253 percentage points from five years ago. Use of such ingredients can add a reassuring touch to deodorants that boast long lasting claims as they can offset fears of harsh ingredients with their soothing and moisturising benefits.
Deodorant brands are also exploring opportunities linked with care for the microbiome intended to neutralise bad odours as well as protecting the skin barrier. We have seen significant growth in launches of deodorants with prebiotic and probiotic claims, although this still remains a niche segment. For instance, Fussy.’s Wilderness Refillable Natural Deodorant Stick was launched in the UK in June 2025, “with plastic free refills and a science-backed probiotic formula that is outrageously effective”- aligning simultaneously with both good for the planet and good for the skin attributes.