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In season 4 of Intercourse and the Metropolis—someplace between Aiden transferring in and Pete destroying a Manolo Blahnik—Carrie loses her cool and asks, “Who needs five almost-empty deodorants?” Whereas the toilet outburst could have been made within the warmth of the second, whatever the temperature, it looks as if luxurious deodorant is changing into “a thing.”
“Deodorants have a very specific smell. I wanted to rethink the entire category and see how we could elevate the category with inspiration from a fine fragrance,” says PHLUR founder Chriselle Lim, who simply so occurs to be launching her Vanilla Pores and skin Deodorant ($20) this week.
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“We think about deodorant as the first step in your scent routine and how deodorant can enhance your overall fragrance,” says Lim, who has seen viral success along with her perfume line at Sephora. “Whether you’re wearing Vanilla Skin Deodorant with Vanilla Skin Body Mist or EDP, or if you layer it with any other PHLUR scent, your fragrance won’t fight with the deodorant scent. Instead, it can complement it in a subtle way. Also, we really wanted to launch a product that could be a part of everyone’s routine on a daily basis. Hopefully, with Vanilla Skin Deodorant, putting your deodorant on in the morning doesn’t feel as much of a chore!”
Luxurious Deodorant: Development or Timeless?
Whereas Lim says she doesn’t essentially assume luxurious deodorants are a development, she does assume customers are trying nearer at what’s in deodorant formulations.
“I think the trend around deodorant is mostly about switching to natural deodorants that are non-irritating, aluminum-free and that really work. There are some great players in the space. But a majority of deodorants that are ‘natural’ contain baking soda which can be irritating. Ours doesn’t. The underarm area can also be quite sensitive for some people, and customer’s expectations for deodorants have evolved. Consumers are now looking for additional skin benefits in their deodorant beyond the usual camouflage of body odor. Our formula contains a lot of great ingredients, like salicylic acid. It’s an ingredient that eliminates odor instead of masking it, and plant-based oils to keep the area smooth and hydrated.”
Though Lim received’t share any extra future launches, she does trace Vanilla Pores and skin Deodorant most certainly received’t sit solo within the portfolio. “I would be lying if I said this is the last you’ve seen of PHLUR’s take on vanilla scents. We may or may not be actively working on expanding the deodorant category to other best-selling scents!”
The Luxurious Deodorant Expertise
Cynthia Sakai is the founding father of evolvetogether, a model that sells $25 fine-fragrance deodorants. She additionally disagrees that the favored product is a development. As an alternative, she prefers to have a look at it as an expertise.
“Trends come and go. We’re creating timeless personal care and modern luxury—a combination of refined, high-performing formulas, beautiful design and fine fragrances. Our deodorant offers more than odor protection; it’s an experience that feels thoughtful, intentional and memorable. Every detail is considered, from how easily it glides on to how it makes you feel.”
Sakai additionally stresses that it’s fairly clear at this time’s customers need extra from their merchandise. And the deodorant class isn’t any exception.
“We believe daily deodorant is becoming a ritual you look forward to. Something that is similar to making your morning matcha or taking time with your skin-care regimen. People expect more, and it’s no longer just about function. They want something that feels elevated, something special and our deodorant up-levels this basic task or obligation. Ultimately, people want daily essentials that help them feel good throughout the day.”
Like PHLUR, evolvetogether needs to develop the class. “We’re excited to expand each of our custom-crafted fine fragrances across the product collection,” says Sakai. “Our deodorants are heat-activated. So, the fragrances develop and deepen the more you move. They can be used in lieu of your favorite perfume. Soon, you’ll see our soft herbal fragrance, Provence, in our deodorant line. We’re constantly innovating.”
In 2025, the corporate plans to launch a complementary product to its award-winning deodorant formulation, which might be in an on-the-go format. “We’re also proud to be available in Credo, which is a big milestone for us,” Sakai says. “Our formula is Credo-clean, science-backed with advanced enzyme fermentation and has a texture that’s incredibly smooth and balm-like. It swipes on smoothly and clearly without leaving any white marks or residue, offering a luxurious alternative to drugstore deodorants.”
Client Demand for Higher Deodorant
At Corpus, client thought is driving the model’s product innovation. The model prides itself on making a “highly effective deodorant that meets fine fragrance” and is presently gearing up for a giant October launch.
“Luxury today is being redefined as something woven into daily life. It isn’t just reserved for special occasions,” says founder JP Mastey. “Consumers, especially younger generations, are looking for products that offer more—whether it’s better ingredients, higher quality or thoughtful design. This shift goes beyond a passing trend—it’s part of a deeper movement toward self care and everyday luxury.”
Mastey thinks luxurious deodorant is a good instance of this motion. “It’s part of a broader demand for ‘better’ in everything from coffee and produce to product packaging. The rise of high-end retailers like Erewhon shows that people are increasingly willing to invest in products that align with their values, proving that luxury is about elevating the everyday. Deodorant is now part of that evolution.”
Plus, Mastey insists that individuals count on extra from their deodorants today. “It’s not just about odor control anymore—it’s about a multifunctional experience. A deodorant that smells like a fine fragrance clearly offers more, transforming a daily routine into something luxurious.”
The Aesthetic Angle
Past simply working nicely, Mastey thinks the product ought to really feel good in your hand, have a considerate design and be visually interesting.
“At Corpus, we focus on creating products that are not only clean and good for you, but also a sensory pleasure to use. As people become more mindful about what they put in their bodies—opting for organic, well-sourced foods—it’s only natural they extend that care to what they put on their bodies. We believe a deodorant should be a reflection of that same attention to health, well-being and sophistication.”
“We’ve always been committed to creating products that inspire genuine consumer love and trust,” he provides. “Now that we’ve established that, we’re expanding into body care in a more holistic way—always driven by scent and pushing the boundaries of what we can achieve with natural fragrances and essential oils. I truly believe that our customers will allow us to take this beyond just personal care, and the opportunity to extend our scent expertise throughout the home is huge. This October, we’re launching a new deodorant format—our spray deodorant—and honestly, I still feel like we’re just getting started. There’s so much more I have planned for this brand, and we’re excited for what’s next!”
Scent-Good Stats
No matter what sort of deodorant could also be in your shelf, Andy Coxon, co-founder of AKT London, says the stats don’t lie. AKT London is the “most-awarded British deodorant” recognized for its high-performance, pure formulation and eco-friendly packaging.
“Mintel reports show that 71 percent of consumers are unhappy with their deodorants,” he says. “We are all used to quick sprays and roll-ons that we have to reapply because that’s what has been the ‘norm’ and the most accessible to us. People just want a deodorant that works!”
Coxon additionally stresses that the primary motive his clients stick with the model (and are prepared to spend nearly $30 on a deodorant) is just efficacy, though he’s large on the aesthetics angle.
“We saw a gap of ‘why don’t we display our deodorants and take pride in them like we do with our skin care and perfumes,’ so we wanted to focus on aesthetics and design after efficacy. And, to be honest, I think it boils down to the fact that there is a reason bad deodorants are so cheap! This fact makes a performance-led and aesthetic deodorant feel ‘luxury’ in comparison to what we are used to. So I guess the trend is more that people are just looking for good deodorants.”
Contemplating AKT simply raised $10M in funding to speed up growth in magnificence and private care, it appears Coxon and his co-founder Ed Currie are on to one thing.
“We will be expanding the range over time, but we aren’t about launching products just for the sake of it,” Coxon shares. “In order to become the ‘Personal Performance Company,’ we have designed a brand architecture to create more innovative and meaningful products, moving us away from being just a deodorant brand. We are really committed to re-invigorating the industry with products that truly perform.”
