In the United States, the market for so-called “integral” deodorants is booming

The trend of returning to natural, organic and hairy products has come to an end in the United States. The deodorant sector is recording double-digit growth, and Americans spend more on this comfort than in other countries.

In the United States, the little spray under the armpits to smell good is nice but “has been”: the Americans have moved on to something else. In sprays, sticks or creams, the new deodorants now attack the entire body. An “island freshness” or “coconut vanilla” that coats everything from underarms to toes, through the folds of the neck and elsewhere, because yes, they really go everywhere.

For men, there are “armagnac leather” fragrances, although women are the main targets. The brands, it’s very serious, all boast of having the backing of gynecologists. Which does not prevent certain health professionals from calling for caution. In their sights are endocrine disruptors and perfumes which can cause irritation or infections of the private parts.

Americans have become very sensitive to the hunt for smells, yet ten years ago, Cameron Diaz praised “no-deo” and also the “return of hair” like Madonna. But manufacturers have communicated a lot about the elimination of aluminum salts, and the trend has run out of steam. Since the end of Covid, with the resumption of social activities, the deodorant sector in the United States has even recorded double-digit growth, much more than the world average. An article from The Economisttaken back by International mailtells us that in 2023 each American spent around 18 euros on it, more than in any other rich country.

The trend is to mask our natural smells more and more, but sometimes it’s really necessary. Scientists from the University of Dresden have taken a close look at the smells of adolescents. In this case these are German teenagers, but this must also apply to the French or the Americans. At the age of puberty, the production of sebum and carboxylic acids is at a maximum, combined with musky steroids. The conclusion of this study, released in March, is clear: it gives off an odor close to that of goat.