Younger Americans Are Ditching Deodorant

June 21, 2019

© Vadimgozhda Dreamstime

Did you smell that?  40% of adults 18 to 24-years old said they did not use deodorant or antiperspirant in the last 30 days. Around a third (31%) of adults 25 to 34- years old have also ditched deodorant and 22% of adults 35 to 44-years old do the same. The data, from YouGov, fit neatly into the emerging trend of 'natural deodorant' and the general rise in demand for natural, organic, authentic, and chemical-free products among the world's youngest.  It's not surprising news to cosmetic brands, who have increasingly invested in more diverse products that are marketed as enhancing - rather than masking - natural beauty. Some of the biggest cosmetic success stories of the last five years include Glossier's subtle lip balms, Korean skincare regimes, Rihanna's Fenty Beauty with a broad range of foundation skin tones, and Kim Kardashian's diverse range of body shimmers. The same has been seen in food, clothes and packaging. Deodorant, on the other hand, is a cosmetic success story built on the fact that it is not natural: it's hiding your natural smell. Natural deodorants are becoming more and more popular, amid rising demand for 'natural' products, and following a wave of (small and largely debunked) studies that linked deodorant to various diseases. The general consensus is it is better to wash frequently, avoid sweat-inducing exercise or the sun, and spritz on perfume if you're concerned about smelling.

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SOURCE: Daily Mail

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