Don't sweat it: how natural deodorant went mainstream in 2019

Natural deodorant went mainstream in 2019, with brands launching a series of products designed to cater to increasingly health-conscious consumers hoping to keep their cool while avoiding ingredients such as baking soda and aluminium.

Justin Bieber was one of the biggest stars to back the trend, launching his own plant-based deodorant with Schmidt's Naturals in November. Dubbed Here+Now, the baking soda-free deodorant boasts a gender-neutral fragrance featuring essential oil-derived spicy citrus and warm floral notes to neutralize odors. The formula includes activated charcoal, eschewing aluminum and artificial fragrance. It's enriched with magnesium, and is certified vegan and cruelty-free.

"Here + Now is all about living in this moment we've been given and making the most of it," Grammy award winner Bieber said at the time of the launch. "I try to share that message through my music, my lifestyle and through the partners I choose to collaborate with. Schmidt's is a great brand whose products promote natural self-care, which is something I really believe in: take care of yourself, live your best life, and always be Here + Now."

Bieber isn't alone in championing the advantages of a more natural approach to underarm sweat.

This year, skincare and beauty giant Dove launched its first aluminium-free deodorant, the Dove 0% Aluminum Deodorant, while Secret Deodorant rolled out an Invisible Solid with Essential Oils line free of parabens and dyes.

Athletics brand Luluemon got in on the act too, launching a self-care line of essentials that includes an Anti-Stink Deodorant containing ingredients such as pre-biotics, zinc and coconut oil to soften the skin.