Even Your Deodorant Is Luxury Now

Natural deodorants have gotten a high-end makeover. Are they worth the price tag? Depends who you ask. HYPEBEAST Features - Go in-depth and learn more about the culture. [HYPEBEAST]( [Features]( February 7, 2020 [Even Your Deodorant Is Luxury Now]( Natural deodorants have gotten a high-end makeover. Are they worth the price tag? Depends who you ask. Eddie Lee | HYPEBEAST The word “deodorant” does not often inspire feelings of luxury. Of all the most common skincare products, it is perhaps the most decidedly unsexy, associated with unseemly odors and, well, armpits. And yet, a new generation of deodorants has hit the market in recent years, many of them representing a confluence of the trends most driving the beauty industry right now: gender-neutral marketing; sustainable packaging; the kind of aesthetics that are worthy of being displayed on an Instagram feed; and, most crucially, “natural” ingredients. There is however a catch to that last trend — a quick search for “natural deodorant” reveals widespread doubt about their efficacy, with numerous articles posing the question, “Do natural deodorants work?” This is not a question to be taken lightly when you’re dealing with a product designed to prevent B.O. That same search might also introduce you to a bevy of natural deodorant brands selling sticks for $20 USD or more a pop. You would think that a product whose ability to perform its main function is so questionable, and whose price point can easily be triple that of the conventional drugstore stock, would be an instant failure — but that’s where you’d be wrong. Instead, natural deodorants are poised to be one of the biggest skincare trends of 2020, with luxury takes on the product popping up left and right from brands like Corpus, Aesop and more. In fact, deodorant’s lack of aesthetic appeal is precisely what makes it so ripe for an injection of style and panache. And while natural deodorants have long since proliferated in health food stores and the like, the category is seeing a resurgence in high-end grooming. Eddie Lee | HYPEBEAST It definitely feels like the ‘natural’ craze really exploded in the last three years, with all of these small brands. “It all stems from the ‘____-free’ claims which have been around for at least a decade. It definitely feels like the ‘natural’ craze really exploded in the last three years, with all of these small brands,” say Victoria Fu and Gloria Lu, chemists who founded the site and brand Chemist Confessions to demystify the many claims around skincare. The desire for natural deodorants specifically came as a reaction to fear around the safety of aluminum-based antiperspirants, which have long since been the standard in the mainstream deodorant brands. “The theory was that aluminum from deodorant application was accumulating in the breast and could potentially cause cancer,” Fu and Lu say. However, that fear is unfounded. “Let us be clear, there is nothing that supports this theory,” they say. [READ THE FULL ARTICLE ON HYPEBEAST →]( [banner](   [More HYPEBEAST Features]( [[These Are the Best Artworks Releasing This Week] [FASHION]( [These Are the Best Artworks Releasing This Week]( [[Kobe Bryant to Be Inducted Into Basketball Hall of Fame] [SPORTS]( [Nike's Future Sport Forum Unveils Summer 2020 Collaborations]( [Get The App Free on iOS and Android]( Follow --------------------------------------------------------------- 2019 HYPEBEAST Limited. All Rights Reserved [Manage Subscriptions]( You are receiving this email because you have subscribed to HYPEBEAST's marketing emails. You can unsubscribe from us any time by clicking [here](=====?utm_source=hbfeatures&utm_medium=email&utm_campaign=feb07_20). It may take 48 hours to complete the unsubscribe process. Contact subscription@hypebeast.com for assistance on any enquiries. Our Mailing Address: HYPEBEAST, 10F, KC 100, 100 Kwai Cheong Road, Kwai Chung, Hong Kong