Research on alternative actives for deodorants and antiperspirants is building, but efficacy testing is limiting advances and most successes in the category remain based on ingredients introduced more than 50 years ago, say researchers.
International beauty major Coty has developed an active antiperspirant formula that offers a long-lasting fragrance after application using a blend of lotus flower extracts.
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Unilever wants to continue to plug consumer needs in deodorants and antiperspirants and hopes to deliver its next big breakthrough technology by 2030, says the company’s R&D head of personal care.
Personal care major Colgate-Palmolive has developed an antiperspirant formula containing cannabidiol (CBD) that it says works as an anti-irritant on the skin.
UK startup Fussy has developed a line of refillable plant-based deodorants packed in modern, durable containers that aim to create fresh appeal in bathroom sustainability, its founders say.
The eco-entrepreneur behind Smood Natural Deodorants is observing more interest in zero-waste personal care products despite hurdles such as the lack of convenience.
Beiersdorf-owned Nivea remains the most chosen beauty and personal care brand in Europe and the only one purchased by over 50% of households – an impressive feat for any global brand, says Kantar.
Nivea is making efforts to move ahead of competitors within the antiperspirant and deodorant category within India, with a new marketing campaign which centres on the hashtag #BanBodyOdour.
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