The deodorant category’s deep association with only underarm odour control is hurtling towards its end.
Whole-body deodorants are flooding the market, providing full-body coverage and increased confidence to newly intrigued beauty consumers.
Global internet searches for ‘whole-body deodorants’ were up 1,000% between 2024 and 2025, according to data from giant Unilever.
Almost 15% of Americans were also seeking a whole-body product to control odour in 2024, research from the consumer giant found.
Unilever, spying this opportunity, is doubling its focus on the category this year, having already launched several new products via its personal care brands Sure, Rexona and Dove.
Backing this is a £12.5m television campaign to “demystify” the product for shoppers, Monique Rossi, General Manager, Deodorants, Unilever UKI, tells Cosmetics Business.
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