The Singapore-based brand is best known for its brightening collagen deodorant, which has gone viral on short video platform TikTok, highlighting how sorely innovation is needed in the category, the firm believes.
“As users of deodorants, we found that there was a lack of innovation in the deodorant space for underarm care. We had to use multiple products for our underarms. Consumers want deodorants that are effective not only in removing odour but can also provide other benefits such as smoothening and brightening,” said Blunies co-founder Savina Chow.
Blunies, which launched in 2023, recently announced that its has partnered with health and beauty chain Guardian to launch its products in store.
The brand will be available in 84 Guardian stores across Singapore.
The entry into Guardian is just the start of the firm’s physical retail expansion as its aims to make its products even more accessible to consumers.
Furthermore, it plans to extend its reach to neighbouring markets Malaysia and Indonesia by 2026, said co-founder Catherine Halim.
The company sees major opportunities to capture the category, which it believes is still somewhat lacking in terms of education.
Chow has observed that people still struggle to distinguish the differences between deodorants, which control odour, and antiperspirants, which reduce sweat.
This presents an opportunity for Blunies to educate consumers, build brand trust, and position products more effectively.
However, the biggest opportunity the company sees is advancing the category with new innovation.
Halim did not share details on its product innovation pipeline but said consumers could expect “new scents and variants” coming soon this year.
“New scents and variants will be launched in the coming year. We will also be expanding our retail footprint to make it accessible to all our customers.”
‘Unparalleled benefits’
Blunie’s Ultra Brightening Deodorant features a host of active ingredients in a “dermatologically designed formula”.
Ingredients include rainbow algae, collagen, alpha hydroxy acids, probiotics, hyaluronic acid and aloe vera.
Together, they offer a range of benefits that meets the needs of the modern consumer.
In addition to providing long-lasting odour protection, the formula can brighten underarm skin with “noticeable results” in three months, the brand claims.
It also claims that the formula can smoothens fine lines while firming and hydrating the skin.
Furthermore, it offered post-hair removal relief with irritation relief and soothing properties.
Taking the humid climate into account, the brand developed a fast-drying, lightweight formula for a non-sticky feel. It also claimed that the formula would not leave yellow stains on clothing.
Chow told us that developing its multi-benefit formula was “extremely challenging”. For instance, the brand previously tried to incorporate niacinamide, which has been hugely popular among consumers for its skin brightening properties.
However, the addition of niacinamide resulted in a “very sticky liquid” and the firm ultimately decided they could not bring to market.
“We went through a lot of formulations [during the] R&D process before developing our current formula. As this is a category that don’t see much innovation, it was extremely tricky combining skin care ingredients into deodorant,” said Chow.
