Amanda Schupak
12 January 2025

As if drugstore aisles weren’t already overflowing with dozens of conventional and natural underarm deodorants, an array of sticks, creams and sprays from heavily marketed big brands now promises “whole-body” odor control. The products often come labeled with explicit or less than subtle nods to private areas.

“It is clearly a trend right now,” said Dr. Marisa Plescia, vice president of the Society of Cosmetic Chemists, a professional association representing the cosmetics and personal care industry.

“Obviously we know that there are other areas that do have a tendency to have some body odor — areas, like the groin, that can be a little bit more susceptible to microbial growth,” she continued. And after the success of small brands offering products for smelly pits, odiferous nether regions and everything in between in the past several years, “now everybody is like, ‘OK, we need to launch an allover deodorant.”

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