In season 4 of Sex and the City—somewhere between Aiden moving in and Pete destroying a Manolo Blahnik—Carrie loses her cool and asks, “Who needs five almost-empty deodorants?” While the bathroom outburst may have been made in the heat of the moment, regardless of the temperature, it seems like luxury deodorant is becoming “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 just so happens to be launching her Vanilla Skin Deodorant ($20) this week.
“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 with her fragrance 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!”
Luxury Deodorant: Trend or Timeless?
While Lim says she doesn’t necessarily think luxury deodorants are a trend, she does think consumers are looking closer at what is 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.”
Although Lim won’t share any additional future launches, she does hint Vanilla Skin Deodorant most likely won’t sit solo in 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 Luxury Deodorant Experience
Cynthia Sakai is the founder of evolvetogether, a brand that sells $25 fine-fragrance deodorants. She also disagrees that the popular product is a trend. Instead, she prefers to look at it as an experience.
“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 also stresses that it’s pretty clear today’s consumers want more from their products. And the deodorant category is no 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 wants to expand the category. “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 company plans to launch a complementary product to its award-winning deodorant formulation, which will 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.”
Consumer Demand for Better Deodorant
At Corpus, consumer thought is driving the brand’s product innovation. The brand prides itself on creating a “highly effective deodorant that meets fine fragrance” and is currently gearing up for a big 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 luxury deodorant is a great example of this movement. “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 people expect more from their deodorants these days. “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
Beyond just working well, Mastey thinks the product should feel good in your hand, have a thoughtful design and be visually appealing.
“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 adds. “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!”
Smell-Good Stats
Regardless of what kind of deodorant may be on your shelf, Andy Coxon, co-founder of AKT London, says the stats don’t lie. AKT London is the “most-awarded British deodorant” known for its high-performance, natural 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 also stresses that the number one reason his customers stay with the brand (and are willing to spend almost $30 on a deodorant) is simply efficacy, although he is big 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.”
Considering AKT just raised $10M in investment to accelerate expansion in beauty and personal care, it seems Coxon and his co-founder Ed Currie are on to something.
“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.”
