- In July 2024, Kiehl’s, a skincare, body care, and hair care brand under L’Oréal since 2000, is expanding into intimate care with the launch of two new products formulated for delicate areas, Ingrown Hair & Tone Corrective Intimate Drops priced at USD 39, and Over & Under Cream to Powder Deodorant priced at USD 29
- In April 2024, Ben & Anna is introducing the world's first Poly Potato Deodorant Cream, the most sustainable deodorant available, featuring packaging made from potato starch, paper, and natural fibers, which is fully compostable and begins decomposing within weeks
- In January 2024, SheaMoisture unveiled its first-ever deodorant collection, comprising six antiperspirants and two whole-body deodorants tailored for melanin-rich skin, with dermatologist-approved formulations that promote even skin tone, hydration, and smoothness while providing odor and sweat protection
- In January 2024, personal care brand Native launched its Whole Body Deodorant, available in stick and spray formats, offering 72-hour protection to neutralize odor across the entire body for an all-over fresh feeling
- In 2024, Dove is expanding its deodorant line to offer odor protection beyond the underarms with its new Whole Body Deodorants, designed for external use on areas such as the breasts, back, thighs, feet, and intimate regions, providing all-day freshness, confidence, and comfort with dermatologist-approved formulas that absorb excess moisture and eliminate odor at the source
