$18 BILLION DEODORANT INDUSTRY IS FACING A SHIFT TOWARDS NATURAL FORMULATIONS
Consumers are becoming more aware of harmful chemicals used in mainstream antiperspirants and deodorants. The demand for healthier Aluminum-free alternatives is met with over 200 natural deodorants that exist on the market today. However, many of these deodorant brands use misleading marketing - removing Aluminum and few other toxic ingredients doesn’t really make deodorant natural.
There are around 30 brands worldwide that specialize in natural deodorants that actually work. These companies don’t use harmful chemicals in their formulations, and instead create effective deodorants from natural and organic ingredients. More than that, they don't use plastic packaging, therefore reducing environmental impact and the overwhelming plastic waste caused by the deodorant industry. Whereas, mass-market deodorants contribute to 120 billion units of non-recyclable personal-care waste each year.
Below is a simple break down of plastic-free natural and organic deodorant brands by origin, covering their formulations, scents, prices, packaging, etc.
NORTH AMERICA
Established: 2012 Tennessee, USA
Brand Range: Body-care (20+ items) Deodorant: Cream, Baking Soda Free Scents: 7 (Activated Charcoal, Cucumber, Grapefruit Lemon, Jasmine Green Tea, Lavender, Rosemary Patchouli, Unscented) Price: US$ 11.99 (2.4oz/68g) Shipping: US free on orders above US$ 75 Claims: cruelty-free no: aluminum, gluten, synthetics, fragrances, GMO, toxins, parabens. Leaping Bunny Certified Packaging: glass jars, metal lids Manufacturing: made in Tennessee, USA from natural and organic ingredients. Solar powered farm Giving back: donates to Breast Cancer Research Foundation
Established: 2006 California, USA
Brand Range: USDA Certified Organic body-care (8+ products)
Deodorant: stick soda-based
Scents: 4 (Lavender, Wood Spice, Lemon Tea Tree Mint, Natural)
Price: US$ 14.50 (2.2oz / 62g)
Shipping: Free shipping to US on orders above US$ 75
Claims: cruelty-free, USDA Certified Organic. no: aluminum, synthetics, GMO, toxic chemicals, parabens, phthalate, gluten, hexane, fragrances or undisclosed ingredients.
Packaging: 100% FSC Certified Post Consumer Waste (PCW) paper, without petrochemical adhesives. The packaging is fully recyclable with household paper and garden compostable.
Awards: Green Ribbon Award. Sustainability Beauty Award. Green Packy Award. Du Pont Packaging Award. NEXTY Editor Choice Award
Manufacturing: made in USA from USDA certified organic ingredients
Giving back: supporting “Breaking Free From Plastic” participated in coastal cleanup. Sponsored the Homeward Bound 2019 Team USA Antarctica expedition of 100 women in STEM for research on global warming. Sponsored Alguita ship research expedition to Pacific Garbage Patch.
Established: 2010, USA
Brand Range: body/hair-care (20+ items)
Deodorant: stick, solid with/without soda
Scents: 6 (Grapefruit, Rose Geranium, Cedar Spruce, Lavender, Lavender Bergamot, Eucalyptus Lemon)
Price: Stick: US$ 14 (1.8oz/50g), Jar: US$ 14 (2.4oz/68g), US$ 45 (9.4oz/265g)
Shipping: US $5, free on orders above $45, Canada $15
Claims: cruelty-free, vegan. no: aluminum, parabens,synthetics,gluten,GMO, palm oil
Packaging: glass jar, recycled paper tube
Manufacturing: made in the USA, from natural and organic ingredients
Giving back: supporting 20+ organizations (Earthjustice, The Ocean Cleanup, etc)
Established: 2013 California, USA
Brand Range: cosmetics and body-care (30+ products)
Deodorant: cream with/without soda
Scents: 1 (Neutral)
Price: US$ 12 (56g/2oz), US$ 32 (170g/6oz), US$ 5 (14g/1/2oz)
Shipping: free to US on orders $75
Claims: cruelty-free, vegan. no: aluminum, synthetics, GMO, toxic chemicals, parabens
Packaging: glass jar & metal lid, metal tin
Manufacturing: made in USA, from organic and natural ingredients
Giving back: Supporting variety of causes, including donating a percentage of sales to Amazon Front Lines
Established: 2018, Canada
Brand Range: only deodorants
Deodorant: cream with/without soda
Scents: 2 (Original, Bicarb Free)
Price: CA$ 8.95 (35g/1.2oz) with soda. CA$ 9.95 (35g/1.2oz) without soda
Shipping: free shipping in Canada
Claims: cruelty-free. no: aluminum, synthetics, GMO. 100% pure essential oils Certified Organic by the ACO
Packaging: tinplate jars
Manufacturing: made in Canada, from food or pharmaceutical grade natural locally sourced ingredients
Giving back: donating to variety of organizations
Established: 2015 Calgary, Canada
Brand Range: 10+ body/hair care
Deodorant: cream with/without soda
Scents: 4 (Breeze, Spring, Aspen, Lemongrass)
Price: CA$ 18 (50g / 1.6oz)
Shipping: Can/US $12, Europe $25, rest of the world $25-35
Claims: cruelty-free, vegan. no: aluminum, synthetics, GMO, toxic chemicals, parabens, endocrine disruptors
Packaging: glass jars metal lids
Manufacturing: made in Calgary, Canada, from locally sourced natural ingredients
Giving back: donating to local charities throughout the year. Setting up a program with a plastic recycling facility
Established: 2017 Vancouver, Canada
Brand Range: body care (5+ products)
Deodorant: stick soda-based
Scents: 1 (Neutral)
Price: $ 12 (35g / 1.2oz)
Shipping: worldwide $10
Claims: cruelty-free, vegan. no: aluminum, synthetics, GMO, toxic chemicals, parabens, endocrine, palm oil, sulfate, silicone, gluten
Packaging: Biodegradable paper tube
Manufacturing: handmade in Michigan, USA from food-grade natural ingredients
EUROPE
Established: 2015, Sweden
Brand Range: deodorants and foot deo cream. Also has online store of zero waste products and accessories
Deodorant: cream soda-based
Scents: 4 (Grapefruit, Lavender, Coconut, Unscented)
Price: SEK 79 ~ 7€ (15ml /0.5oz), SEK 159 ~ €15 (60ml / 2 oz)
Shipping: Sweden 49 SEK ~ €4.5, 69 SEK ~ €6.5-9 to Europe
Claims: organic, cruelty-free, vegan. no: aluminum, alcohol, synthetics, GMO, toxic chemicals, parabens
Packaging: glass jars, metal lids
Manufacturing: made in Norsjö, Sweden from natural and organic ingredients
Established: 2006, Switzerland
Brand Range: Biork deo, nutritional supplements, vitamins, body care (20+products)
Deodorant: potassium crystal
Scents: 1 (Neutral)
Price: €13,90 (120g / 4.2oz)
Shipping: €7 Switzerland and Europe
Claims: cruelty-free, vegan, hypo-allergenic no: aluminum chloride, synthetics, GMO, toxic chemicals, fragrances. Contains natural Aluminum (alum), not aluminum chloride.
Packaging: Recyclable cork base & lid
Manufacturing: made in EU, by controlled and certified cultivation. TrueNat Certified, Flustix no-plastic Certified.
Giving back: Cork Oak helps to preserve one of the most biologically diverse habitats in Portugal. Cork Oak bark is removed without harming the tree. A cork oak's bark is harvested regularly and creates more than 3 times as much CO2 as an unused cork oak.
Established: 2015, Netherlands
Brand Range: only deodorants
Deodorant: with/without baking soda
Scents: 6 (Forever Fresh, Lovely Lavender, Sweet Serenity, Original Orange, Mighty Mint, So Sensitive)
Price: €11,95 Tube (65g /2.2oz) or Tin (48g /1.7oz). €12,95 - So Sensitive
Shipping: Germany €4, Europe €10-15
Claims: cruelty-free, Eco Control Certified, Natural Cosmetic Standard (NCS) Certified. no: aluminum, synthetics
Packaging: metal tin or recycled cardboard tube
Manufacturing: made in Netherlands, from natural and organic ingredients
Established: 2016 West Cork, Ireland
Brand Offering: body care (20+products)
Deodorant: cream with/without soda
Scents: 3 Rosemary & Cedarwood, Lavender & Geranium & Eucalyptus, Coconut & Vanilla & Clove 6 scents - 3 with soda, 3 with magnesium (Rose, Cardamom, Vanilla/ Grapefruit, Geranium, Green tea/ Winter Spice)
Price: Soda-based: € 7.50 (30ml / 1) €12.50 (70ml /2.3oz). Magnesium-based €8.50 (30ml / 1), €14 (70ml /2.3oz)
Shipping: free shipping on orders above €50, worldwide €5+
Claims: cruelty-free, vegan. no: aluminum, synthetics, GMO, toxic chemicals, parabens
Packaging: recyclable metal jars
Manufacturing: hand-made in West Cork, Ireland from locally sourced organic food-grade ingredients
Giving back: seasonal donations to a variety of organizations
Established: 2016 Berlin, Germany
Brand Range: deodorants, dental care (5+ products)
Deodorant: stick with/without soda
Scents: 7 (Pink Grapefruit, Indian Mandarine, Persian Lime, Vanilla Orchid, Provence, Nordic Timber, Pure. 3 Sensitive: Japanese Cherry Blossom, Lemon & Lime, Highland Breeze)
Price: € 8 (60g / 2.1oz). €9 without soda (60g / 2.1oz)
Shipping: local €3.50 or free on orders above €20, worldwide €10
Claims: cruelty-free, vegan, Eco Control Certified. no: aluminum, PEG, paraben, phthalate. Certified natural cosmetics
Packaging: FCS certified paper tube
Manufacturing: made in Germany, from natural quality ingredients
Giving back: supports One Earth – One Ocean e.V. ocean clean-up organization
Established: 2010, FRANCE
Brand Range: body-care & accessories (15+ products)
Deodorants: solid soda-based
Scents: 1 (Neutral)
Price: € 9,90 (30g / 1oz)
Shipping: free locally. EU €8, worldwide €10
Claims: cruelty-free, vegan no: aluminum, synthetics, GMO, parabens, toxic chemical COSMOS Certified, Cruelty Free & Vegan PETA certified, Slow Cosmetics award
Packaging: paper box
Manufacturing: hand-made in France, from 100% natural quality ingredients
Giving back: donates 2% of sales to reforestation. Waste collection initiatives
Established: 2017, France
Brand Range: deodorants and multi-purpose balms
Deodorant: stick soda-based
Scents: 3 (Cotton Flower, Lemon & Bergamot, Charcoal & Eucalyptus)
Price: € 12,95 (65g / 2.3oz)
Shipping: local is €3, or free on orders above €50 (Metropolitan France), rest of the wold depends on weight €10+
Claims: cruelty-free, vegan. no: aluminum, synthetics, GMO, toxic chemicals, parabens
Packaging: biodegradable cardboard tube
Manufacturing: made in Nice, French Riviera, from 100% from natural ingredients
Established: 2013, France
Brand Range: body/hair care (5+ products)
Deodorant: solid soda-based
Scents: 3 (Fruit Delight, Marquesas Islands, Summer Morning)
Price: € 5.20 (38g/1.3oz)
Shipping: free to France on above €40, or €6,60. Belgium, UK, Switzerland €11
Claims: cruelty-free, organic. no: aluminum, synthetics, GMO, toxic chemicals, parabens, preservatives, alcohol, palm oil
Packaging: fully compostable boxes
Manufacturing: hand-made near Bordeaux, France from 100% natural ingredients. COSMOS organic certified, Nature&Progrès certified
United Kingdom
Established: 2018, United Kingdom
Brand Range: body-care (5+ products)
Deodorant: stick
Scents: 7 (Cedar Fresh, Clary Sage, Cool Rose, Earth Spice, Juniper Berry, Summer Citrus, Natural)
Price: £12 (75g / 2.64oz)
Shipping: UK for £2.50, free shipping on orders over £30. Europe and overseas £6+
Claims: cruelty-free, vegan. no: aluminum, synthetics, GMO, toxic chemicals, parabens, soda
Packaging: compostable paper tubes
Manufacturing: made in Cornwall, UK. handmade from and organic natural ingredients. Factory is solar powered
Giving back: regularly supports eco-friendly and sustainable organizations: student led campaigns and collaborated on plastic free and environmental projects, Falmouth & Exeter Students’ Union at Penryn Campus.
Established: 2018, United Kingdom
Brand Range: only deodorants
Deodorant: stick soda-based
Scents: 6 (Lemongrass & Tea Tree, Sandalwood & Bergamot, Lavender & Bergamot, Cedarwood & Grapefruit, Lemon & May Chang, Unscented)
Price: £7.95 (70g / 2.46oz)
Shipping: UK free shipping on orders over £30. Shipping only to UK and Europe
Claims: cruelty-free, vegan. no: aluminum, synthetics, GMO, toxic chemicals, parabens, carcinogens
Packaging: recycled paper tubes
Manufacturing: hand-made in Bristol, UK, from natural ingredients
Australia
Established: 2016 Melbourne, Australia
Brand Range: deodorants, balms, bath soaks (10+ products)
Deodorant: cream with/without soda
Scents: 3 (Lavender & Geranium, Lemon Myrtle, Bi-Carb Free)
Price: AU$ 14.95 (60g/2.1oz)
Shipping: AU only $6-8
Claims: cruelty-free, vegan. no: aluminum, synthetics, GMO, petroleum, parabens, alcohol, triclosan, propylene glycol, talk
Packaging: tin jars, glass jars & metal lids
Manufacturing: hand-made in Australia, from naturopathically formulated natural ingredients
Giving back: proceeds from the sales go towards creating a real-life Physic Garden in Victoria, Australia. Partnering with "trees for the Future" planting a tree for every order in Sub-Saharan Africa.
Established: 2014 Noosa, Australia
Brand range: body-care (10+ products)
Deodorant: cream soda-based
Scents: 5 (Coconut, Coconut &Vanilla, Lemon Myrle, Rose & Frankincense, Sandalwood)
Price: AU$ 13,95 (50g / 1.76oz)
Shipping: local AU$7.50 or free on orders above AU$70, $20 worldwide
Claims: cruelty-free, vegan. no: aluminum, synthetics, GMO, toxic chemicals, paraben, gluten, fragrances
Packaging: metal tins
Manufacturing: hand-made in Australia, from certified organic ingredients
Established: 2015, Australia
Brand Range: only deodorants
Deodorant: cream with/without soda
Scents: 2 (Original, Bicarb Free)
Price: AU$ 5,95 (35g/1.2oz) with soda.
AU$ 6,95 (35g/1.2oz) without soda
Shipping: local AU$3, worldwide $8+
Claims: cruelty-free. no: aluminum, synthetics, GMO. 100% pure essential oils Certified Organic by the ACO
Packaging: tinplate jars
Manufacturing: made in Australia, from food or pharmaceutical grade natural locally sourced ingredients
Giving back: donating to variety of organizations
New Zealand
Established: 2012 Christchurch, New Zealand
Brand Range: body/hair care (10+ products) Deodorant: solid Scents: 3 (Botanica: Lavender & Vanilla, Rustic: Lime, Cedarwood & Eucalyptus, Sans:Unscented) Price: NZ$20 (70g/2.4oz) NZ$6 (15g/0.5oz) Shipping: free on orders $60 Claims: cruelty-free, vegan no: aluminium, baking soda, synthetics, GMO, toxic chemicals, parabens, palm oil
Cruelty-free and Vegan certified by Peta. Palm oil-free certified by The Orangutan Alliance. Certified compostable packaging, B Corp. Packaging: certified compostable paper packaging Manufacturing: made in New Zealand, from biodegradable, sustainable, naturally-derived, fairly traded ingredients Giving back: donates 20% from profit to charities (animal welfare, environmental groups), including partnerships with HUHA, World Animal Protection, International Animal Rescue, The Orangutan Protect, Australian Zoo Wildlife Warriors.
Established: 2017 North Canterbury, New Zealand
Brand Range: deodorant and lip balm
Deodorant: stick soda-based
Scents: 1 (Citrus)
Price: NZ$ 18.50 (60g/2.1oz)
Shipping: NZ$ 4.80. AU$ $9. Varies worldwide
Claims: cruelty-free. no: aluminum, synthetics, GMO, toxic chemicals, parabens
Packaging: compostable cardboard tubes
Manufacturing: made in New Zealand from natural ingredients
Asia
Established: 2017, Hong Kong
Brand Range: body care (11+products)
Deodorant: spray, cream, stick, with/without soda
Scents: 4 (Woods, Spa, Refresh, No Fragrance)
Price: Spray: HK$168~US$21 (100ml/3.3oz), Stick: $148~US$18 (50g/1.7g) Cream: $128~US$16 (60g/2.1oz)
Shipping: Free shipping on orders above HK$200~US$25, or HK$40 ~ US$5 to Taiwan, the Philippines, Singapore, Malaysia. Rest of the world free shipping on orders above HK$400~US$50 or HK$100~US$12
Claims: cruelty-free, vegan no: aluminum, synthetics, GMO, toxic chemicals, parabens
Packaging: aluminium pots, aluminium bottles, glass jars, recycled cardboard tube. wooden spatulas for cream deodorants. ALL labels are free of any lamination which makes it 100% paper. Every purchase comes with drawstring cotton bag
Manufacturing: handmade in Hong Kong, from natural ingredients
Giving back: plastic stick deodorants are taken back to get cleaned and filled with melted wax crayons for donation to the Box of Hope charity
Established: 2015, Hong Kong
Brand Range: body-care & beauty (8+ products)
Deodorant: stick
Scents: 5 (Spring, Hero, Zen, Bliss, Unscented)
Price: HK$ 120~US$18 (1oz/30g)
Shipping: Free worldwide shipping on orders above US$ 50
Claims: cruelty-free, vegan. no: aqua, Aluminium, Baking Soda, Paraben, Parabens, Silicone, Phthalates, Toxins, Fragrance, Alcohol, Formaldehyde, Talc
Packaging: paper tubes
Manufacturing: handmade in Hong Kong. COSMOS Standards natural ingredients. Coconuts from Solomon Islands
Giving back: supporting Solomon Island community with fair trade employment
REFILLABLE DEODORANTS
There are few companies that are reducing plastic deodorant waste with their innovative refillable system. Their deodorant packaging is not plastic free, but they aim to reduce single-use plastic deodorant waste by 60%.
The refillable system works on subscription basis (that could be cancelled at any time). On the first order the customer would get the deodorant container for free, and just has to pay for the refillable pods.
Established: 2019, USA
Brand Range: deo, shampoo, mouthwash
Deodorant: stick/refills soda-based
Scents: 2 (Unscented, Eucalyptus)
Price: Refill $14.95 with subscription (42g/1.49oz), deodorant container is free
Shipping: only USA. free shipping
Claims: cruelty-free, vegan. no: aluminum, paraben, phthalate, gluten, GMO
Packaging: Plastic container with plastic refill pods
Manufacturing: made in the USA, from natural plant/mineral based ingredients
Giving back: $1 of every first container purchase goes towards cleaning our oceans. Donates to The Ocean Cleanup
Established: 2018 New York, USA
Brand Range: only deodorants
Deodorant: stick/refills
Scents: 6 (Solar Flare, Big Dipper, Chill Wave, Pillow Talk, Cabin #5, Open Air)
Price: Refill $10 with subscription (56g / 2oz), deodorant container is free
Shipping: only USA. free shipping
Claims: cruelty-free, vegan. no: aluminum, paraben, gluten, soy, mineral oil, baking soda, synthetic fragrance
Packaging: Plastic container with plastic refill pods
Manufacturing: made in the USA, from 99% natural and plant based ingredients
Established: 2017 New York, USA
Brand Range: only deodorants
Deodorant: stick/refills, antiperspirant or natural formula
Scents: 4 (Trailblazer, Coastline, Hudson, Night Market)
Price: Container: $30-45. Refill $12 with subscription (70g / 2.5oz)
Shipping: only USA. free shipping
Claims: cruelty-free, vegan. no: paraben, phthalate, talc, sulfate, triclosan, gluten, aluminum-free-natural formula
Packaging: Zinc container with leather strap. Refillable polypropylene and polyethylene refill pods
Manufacturing: made in the USA. from 99% natural and plant based ingredients
*Please note that supporting local brands reduces carbon footprint and CO2 emissions of shipping. Choose to shop locally and support zero waste deodorant brands based in your country or continent.
Behind the scenes of deodorant industry
Body odor is caused by the multiplication and decay of bacteria that are found in sweat glands. Most sweat is odorless, but contains fatty acids and proteins that interact with the bacteria on the skin and release odor. Antiperspirants contain Aluminum, which prevents precipitation by artificially clogging sweat glands. Differently from deodorants that neutralize or mask body odor, while keeping sweat glands open. Antiperspirants don’t fully stop precipitation, since body might adapt and find a way to unplug the glands, or produce more sweat in the body’s other glands.
Main harmful ingredients used in mass-market deodorants:
Aluminum: prevents sweating, clogs pores, has been linked to Alzheimers, and breast cancer
Paraben: disrupts the natural balance of the body’s endocrine system
Triclosan: endocrine system and hormone disrupter
Propylene Glycol and Propanediol: toxic bacteria-fighting agent
Synthetic Fragrance: formulated out of numerous unregulated and undisclosed ingredients, could contain toxic and harmful chemicals
vs.
Natural effective ingredients used in natural and organic deodorants:
Coconut Oil: contains lauric acid, which successfully eliminates odor-causing bacteria
Zinc Oxide: neutralizes odor by converting smelly, short fatty acids released by bacteria when they feast on your sweat into odorless zinc salts. In fact, the same study found zinc oxide to be three times more effective at this process than aluminum chlorohydrate
Baking Soda: is very effective for eliminating acidic odor-causing bacteria, due to its ability to neutralize and raise pH level.
Invention and marketing of deodorants
Sweat glands were discovered in the late 18th century, and the link between underarm perspiration and body odor understood. The first ever antiperspirant - Everdry was brought to market in 1903. However, this body-care innovation wasn’t successful due to lack of user experience and effectiveness. Another brand Odorono (Odor? Oh no!) Aluminum-based antiperspirant, also struggled with sales due to consumers not believing that they had sweat problems. In 1919 a marketing campaign changed the perception of deodorants by convincing women of their body odor and that not wearing a deodorant meant risking loosing a man. As a result, Odorono reached $1 million in sales by 1927.