Fresh thinking: Natural deodorants gain popularity

Traditional deodorants with synthetic ingredients are under threat from a new wave of products that prioritise efficacy, relevance and natural ingredients

Non-conformist deodorant – it might seem like an oxymoron, but a recent uprising of progressive formulations has resulted in a new wave of products that are anything but ordinary.

From packaging to texture and purpose, beauty brands are challenging the ways that consumers perceive deodorant in an effort to meet new demands and bring back relevancy.

Spray goodbye

Schmidt’s is a US brand launched in 2010 by Jaime Schmidt. The brand sells a variety of Deodorant Jars and . . .

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