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Deodorant, that most basic of items, is having a moment. With the ‘skin-ification’ of body products (using active ingredients found typically in face serums) gaining traction, skincare brands from Drunk Elephant to Necessaire have been adding deos to their ranges – and last year Gen Z were all over TikTok suggesting switching your usual go-to for a swipe of glycolic acid (more on that later).
There’s a growing focus on ingredients, too – while long-standing concerns about whether aluminium, often found in anti-perspirants, can cause breast cancer have been dismissed by Cancer Research UK, the claim still unnerves.
Yet the armpit business is hotting up. In April, premium refillable-deodorant brand Wild sold its six-year-old company to multinational giant Unilever, netting some £100 million. This might explain the recent slew of designer odour-beaters that have landed on the market. So which new-gen products are worth it?
All-over sprays
As sweat isn’t confined to our armpits, brands are busy trying to convince us we need products to keep us sweet-smelling all over. The recently launched Sure Whole Body Deo (from £5.25, tesco.com) comes in cream, stick and spray form, with a Fresh Citrus scent. Do note, however, that ‘whole body’ doesn’t mean your nether regions. The All Over Deodorant (£14, luna-daily.com) by women’s intimate-care brand Luna Daily, is designed for that area and claims to keep our pH and microbiome at optimum levels without destroying healthy bacteria. However, still steer clear of the easily irritated area inside your bikini line.
Rating 2/5 A daily shower is preferable.
Sweat-free for days
Mitchum, long known for high-strength formulas, has just released Women Ultimate 72H Anti-Perspirant & Deodorant (£4.05, waitrose.com), promising ultra-powerful (and apparently clinically proven) protection from BO for three days. Another small but mighty option comes from Perspirex (£9.99, boots.com), which you apply to clean, dry skin before bed, when sweat ducts are less active. While you sleep, aluminium chloride forms temporary plugs in the ducts that stay in place for three to five days – they shed naturally with your skin cells. You may wake up with itchy armpits after the first night, but it does work to limit sweat for several days.
Rating 3/5 For the super- sweaty only.
Deo/skincare
Turns out the aforementioned Gen Z Tiktok hack – using AHA serums under your arms – does have scientific backing (Glycolic Acid by The Ordinary was the standout favourite). It works by lowering the pH of the underarm skin to make it an unfriendly environment for the bacteria that survive on your sweat – which make you smell. Kosas Chemistry AHA Serum Deodorant (£14, spacenk.com) has a trio of AHAs that not only stop any smell but help brighten pigmented underarm skin and chemically exfoliate to avoid ingrown hairs, too.
Rating 5/5 We love it!
Woo-woo rollerballs
Marketed as an ‘anti-odorant’, Rollr (from £35, rollr.co.uk) has a probiotic-prebiotic formula to stop the bacteria that makes sweat smell. It is applied using the most bougie refillable rollerball ever, and you can choose from different balls made from steel (£35) and precious stones such as rose quartz and blue dumortierite, for ‘clarity and focus’.
Rating 2/5 Too hippy-dippy for us – we prefer our precious stones in our jewellery, thanks.
Designer scents
Can’t afford the £153 cologne? The Acqua di Parma Colonia Deodorant Stick (£43, spacenk.com) is 28 per cent of the price, has the same scent, recognisable packaging and the promise of a 24-hour stay of fragrance.
Rating 3/5 Fab if you can afford it.
Sustainable sticks
Make Waves Antiperspirant (£20 for an applicator and two refills, wearemake waves.com) is made entirely in the UK. The applicator was designed by ex-Dyson engineers and produces zero waste – everything is recycled and recyclable. With a focus on natural ingredients suitable for sensitive skin (including hydrating shea butter), there’s no risk of irritation. It’s the highest rated deodorant on Trustpilot, which is no mean feat.
Rating 4/5 For aesthetes.
FOR A POUT WITH CLOUT
This summer the on-trend lipstick finish is matte – only trouble is traditional formulas are drying and make lips look thinner. Not so with Sisley Phyto-Rouge Velvet (£49, john lewis.com), which actually plumps up pouts and smooths fine lines. Also try L’Oréal Paris Colour Riche Intense Volume Matte Lipstick (£9.99, superdrug.com), a creamy, lower-cost alternative that impressively stays the day.
BROW BOOSTER
I’ve been using Obagi Medical Nu-Cil Eyebrow Boosting Serum (£135, johnbellcroyden.co.uk) for the past three months and it has made my patchy, thinning brows visibly darker – and fuller.
