A New Class of Natural Deodorants Can Still K.O. Your B.O.
We tested more than a dozen new aluminum-free deodorants for women and men to find the ones that really work.
Illustrations: Jaci Kessler Lubliner
Concerns about chemicals in skin care are driving consumers to overhaul their medicine cabinets with products whose packaging features an endless parade of “free” buzzwords: fragrance-free, cruelty-free, paraben-free, phthalate-free.
A segment of the market that continues to grow steadily is “nontoxic” deodorants. A report published in June by Future Market Insights estimates the size of the aluminum-free deodorant industry at $1.18 billion by yearend, and beauty behemoths are already adjusting. In 2017, Procter & Gamble Co. purchased stick startup Native for $100 million; the same year, Unilever NV bought Schmidt’s and is releasing all-natural deodorants developed with the likes of Jane Goodall and Justin Bieber.