Explore the latest innovation in deodorants and shaving products in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the deodorants and shaving and hair removal products market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global deodorants, shaving and depilatory market. Understanding innovation in skincare has never been so easy.
To discover more about the global deodorants, shaving and depilatory markets, read Mintel’s The Future of Shaving, Depilatory and Deodorant or take a look at Mintel’s extensive personal care market research.
Meet the Expert Behind the Analysis
This report was written by Georgia Stafford. Georgia joined Mintel in 2022, writing UK reports for the Beauty, Personal care and OTC categories. Before joining Mintel, Georgia studied International Relations, earning a BA from the University of Birmingham. During her studies, she gained knowledge and experience of research methods and international business.
Deodorant and hair removal brands are factoring in the importance of skin health to consumers, responding with effective products that care for skin.
Georgia Stafford
Beauty & Personal Care Analyst
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- What we’ve seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Deodorants and Shaving and Depilatory
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: bolster caring claims with vitamin E
- Use well-known moisturising ingredients
- Call out the benefits of vitamin E
- Graph 1: share of deodorant launches containing vitamin E*, 2020-25
- Combine vitamin E with other claims and ingredients
- Europe: think beyond plastic packaging
- Ensure purchasing sustainable products is simple
- Make sustainability seamless for the consumer
- Graph 2: share of shaving and depilatory carrying environmentally friendly packaging claims, 2020-25
- Think beyond recyclable packaging
- The Middle East & Africa (MEA)
- Provide convenience with 2-in-1 products
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ASIA PACIFIC (APAC)
- Asia: provide unscented deodorant options
- Meet the demand for fragrance-free deodorants
- Explore sensorial appeal beyond fragrance
- Graph 3: deodorant launches carrying a fragrance-free claim, 2020-25
- Provide an unscented but enjoyable user experience
- Asia: ensure hair removal is convenient
- Make switching hair removal formats seamless
- Create quick and enjoyable hair removal routines
- Graph 4: shaving and depilatories launches carrying a time/speed claim, 2020-25
- Provide speedy solutions to time-poor consumers
- Australia & New Zealand
- Emphasise deodorant scents
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THE AMERICAS
- North America: engage in the whole-body deodorant trend
- Drive whole-body deodorant usage
- Encourage investment in premium deodorant
- Graph 5: deodorant launches where full text search matches ‘whole body’, 2020-25
- Go further than odour protection to win over consumers
- OPositiv extends into deodorant
- North America: create deodorants suitable for sensitive skin
- Address consumers’ skin sensitivity
- Boost trust in skin claims
- Bank on brand trust
- Latin America: differentiate long-lasting deodorant claims
- Factor skin health into long-lasting claims
- Graph 6: deodorant launches carrying a long-lasting claim, 2020-25
- Marry long-lasting and skin-friendly claims
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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