Why Next-Generation Deodorants Are Having a Moment

Deodorants may not get the same attention as serums or masks, but they’re among the most frequently used products in our daily routines. Lately, they’ve been undergoing a noticeable glow-up. For years, the category was dominated by familiar powdery roll-ons and basic sprays designed to do one job and do it quietly. That approach is shifting. Deodorants are stepping into a bigger role, with new formats, better ingredients, and a completely different mindset.

In recent years, niche deodorant brands with skin-conscious formulas have been gaining traction. Many are developed with sensitive skin in mind and skip common irritants such as aluminum, synthetic fragrance, and essential oils. Instead, they rely on gentle yet effective ingredients like aloe vera, green tea, niacinamide, shea butter, and coconut oil. Refillable packaging options are also becoming more common, signaling a growing focus on sustainability.

Scent, too, is having a moment. Body-care brands like Salt & Stone, Soft Services, and Papatui are working with renowned perfumers, turning deodorant into a subtle extension of fragrance rather than something purely functional. It’s no coincidence these products frequently appear in TikTok’s scent-layering videos, where deodorants and perfumes are paired to create a more cohesive scent story. Even Donna Karan’s Cashmere Mist, first introduced in 1994 and long considered a pioneer of luxury deodorants, has found renewed relevance through this shift. For those curious about scent layering, whole-body deodorants from Dove and Rexona offer an accessible entry point.

Choosing the right deodorant ultimately comes down to skin type and scent preference. Whether you gravitate toward sprays, sticks, roll-ons, or jar formulas, there’s now an option designed to fit seamlessly into your daily routine.

Below are the deodorants that stand out for their thoughtful formulas and well-balanced performance.