Deodorant

Choosing a sustainable and eco-friendly deodorant

The global deodorant market is reportedly worth around £21bn and “natural deodorants” are a rapidly expanding part of it. At the global level, the natural deodorant market was valued at $1.8bn in 2025 and is projected to reach $3.8bn by 2034. 

The UK deodorant market includes billion-dollar multinationals like Unilever, Procter & Gamble, and Colgate-Palmolive who own many of the big names like Lynx, Sure, and Old Spice; staples like Bulldog, Impulse, Nivea, and Soft & Gentle, alongside a host of ‘natural’ options that range from multimillion-pound brands like Wild and Fussy, through to smaller and artisanal businesses like Fit Pit and Ku.tis.

This guide looks at natural deodorant brands as well as those in the wider deodorant market. It rates and reviews 54 brands from the artisanal to the multinationals, and includes high street brands like Superdrug, Lush and The Body Shop. 

We assess the companies making these deodorants against a range of ethical categories including animal rights, harmful ingredients, and palm oil to help you find ethical deodorant brands.

The guide also covers 

• refillable deodorants
• aluminium-free deodorant
• phthalate-free deodorant
• vegan deodorant 
• cruelty-free deodorant 

With brand scores ranging from 5 to 90 (out of 100), there's plenty of options to choose from if you want an ethical and sustainable deodorant.

Why do we sweat?

Sweating serves several important purposes: it helps regulate body temperature (which is why we sweat more when we are hot), protects and hydrates the skin, and helps regulate levels of fluid and electrolytes in the body.

Humans sweat from all over our body, mainly from eccrine glands which produce a salty, relatively odourless sweat. An individual can secrete as much as three litres of the stuff in just one hour! But we also sweat from apocrine glands, found in the armpit and the groin, which only start secreting during puberty.

The sweat produced by apocrine glands is oily and is widely considered to contain pheromones – though academics are still spilling ink over this question. The fresh sweat produced by these glands is relatively odourless, but once it reaches the surface of the skin it is broken down by bacteria. It is this that produces the noticeable odour that people seek to disguise with deodorant.

But not everyone sweats the same. Individuals with a certain variant of the ABCC11 gene (which is known as the “deodorant gene”) produce less odorous underarm sweat than those without this variant. The variant, which also causes people to have earwax that is dry and flaky rather than wet and sticky, is very common in East Asians. It follows that deodorant use is less common in these populations, with one study reporting that only 7% of North East Asians regularly use deodorant.

Deodorant vs antiperspirant: what's the difference?

While many use these terms interchangeably, deodorant and antiperspirant are different things. The clue is in the words:

• Deodorants work by covering up or neutralising the smell of sweat: de (remove, take away) + odour (smell).
• Antiperspirants stop you sweating: anti (against) perspiration (sweat).

Are antiperspirants bad for you?

A quick search around the web will reveal two main concerns around antiperspirants: they contain aluminium, which some claim can cause cancer; and they stop you sweating, which is bad because it interrupts the body’s natural functioning. 

But is there truth in either of these claims?

Aluminium in antiperspirants

Many antiperspirants do contain aluminium, which works by blocking your pores so that sweat cannot be secreted. But no reputable studies have effectively proven a link between aluminium and cancer. Cancer Research is very clear on this: 

“Some people are worried that aluminium in deodorants and aerosol sprays causes breast cancer. In part this worry stems from these products being applied near the breast. But the best studies have shown no link between aluminium, deodorants, and breast cancer.”

A 2023 review of the literature took a slightly more cautious approach. It found “no evidence that aluminium plays a role in the pathogenesis of breast cancer in women.” But because studies on cell lines have shown the carcinogenic potential of aluminium, the paper concluded: “In light of the precautionary principle and based on the data obtained, it is better to avoid antiperspirants that contain aluminium.”

Sweat prevention

The other concern is that antiperspirants cause harm because they prevent sweating, which is an important bodily function. A 2003 paper on the matter concluded: “Although antiperspirant prevents sweat production in the axillary area [armpits], this does not impact the ability of the body to thermoregulate following a rise in body core temperature. Thus, recent consumer questioning over this aspect of antiperspirant use appears to be unwarranted.”

The logic of this conclusion makes sense as we do sweat from glands all over our body, not just our armpits. But despite the paper being published in a reputable journal, it is not free of corporate influence. One of the authors, Anthony Rawlins, was a representative of Unilever Research & Development and worked in senior roles at Unilever for over 13 years.

This doesn’t necessarily mean its findings are untrue, but as Unilever has a financial interest in “proving” that antiperspirants are safe the validity of the paper’s conclusions is somewhat undermined.

Should I look for an aluminium free deodorant?

There isn’t any conclusive proof that antiperspirants are harmful, including those containing aluminium, but if you wish to be cautious and you don’t need them then maybe best avoid them. In the table further down we highlight which of the higher scoring brands are aluminium free.

And if the glands in your armpit do produce pheromones, you might have more luck finding a romantic partner (or partners) if you allow the sweat to flow freely. 

What are natural and organic deodorants?

Natural deodorants range from pieces of mineral salt to balms and creams made from supposedly natural ingredients (as opposed to synthetic ingredients). 

What does “natural” actually mean? 

In the UK and EU "natural" is not a regulated term, nor is “organic” when it comes to cosmetics (although it is strictly regulated for food). 

While these terms aren’t officially regulated for cosmetics, companies cannot say whatever they like. Cosmetics companies in the UK have to follow the UK Cosmetics Regulation (EU regulation is virtually identical), specifically article 20, which means companies are required to back up any claims they make.

Natural and organic certifications

Although there are some limits on cosmetics companies using terms such as “natural” and “organic”, the system isn’t particularly robust and relies on a complaint to be raised before action is taken. For this reason, we recommend looking for products that are certified as “natural” or “organic” because this means that a company’s claims have been verified by a third party.

In the UK there are two main certifiers of natural and organic products:

• COSMOS – a Brussels-based, international, non-profit organisation founded by various national natural/ organic institutions (Soil Association in the UK
• NATRUE – a Brussels-based, international, non-profit association initially founded in 2007 by six companies operating in the natural/organics sector.

The organisations differ slightly in their certification standards, but both are robust and well-respected. So, if you want to be sure that the natural/organic products you are buying are all that they claim to be, we recommend opting for those that carry either one of these labels.

That said, we do also recognise that smaller businesses may lack the resources for third-party certification, which is what The Natural Deodorant Co told us when we asked them about why they hadn’t pursued certification for their natural products.

With or without certification, natural ingredients lists can be simpler and easier to understand than those containing synthetic ingredients, but "natural" doesn't necessarily mean safer. There are poisonous plants in nature!

Harmful ingredients in deodorants

Ethical Consumer's research and detailed rating on harmful ingredients looked at whether brands had policies prohibiting the following ingredients which are often found in cosmetics products: 

• PFAS (forever chemicals)
• phthalates
• formaldehyde
• parabens
• microplastics – including liquid polymers.

Which companies scored best in the harmful ingredients rating?

The following companies scored full marks in the harmful ingredients category, meaning that they clearly stated that they did not use these materials: 

• Awake Organics
• Ben & Anna
• Dr Hauschka
• Fit Pit
• Green People
• Ku.tis
• Lavera
• Neal’s Yard
• Nuud
• Odylique
• PitRok
• Salt of the Earth
• The Natural Deodorant Company
• Schmidt’s (ultimately owned by Unilever)
• Urtekram
• Weleda

For the deodorant and make-up guides, we used our indepth research to create a special category to rate companies on their use of harmful ingredients commonly used in cosmetics and toiletries. 

Below, we discuss why these five are problematic substances.

1. PFAs

Mainly known for waterproofing outdoor gear, PFAs, which stands for poly- and perfluoroalkyl substances, are resistant to oil and water.

There is clear evidence demonstrating global contamination of the environment, wildlife, and human populations by PFAs.

They have been linked to thyroid disease, liver damage, reduced birth weight, obesity, diabetes, high cholesterol, reduced response to routine vaccination, and an increased risk of several cancers.

They are used mainly in foundations, lipsticks, waterproof mascaras, and skincare to make them last longer, improve finish, and preserve colour.

But change is coming. In France, a national PFAS law banning the manufacture, import, export, and sale of PFAS-containing cosmetics took effect in early 2026. An EU Regulation is also progressing. Many companies have started reformulating already, ahead of any bans.

To avoid PFAs in toiletries, look out for ingredients containing “fluoro” such as Polytetrafluoroethylene (PTFE) or perfluoro compounds.

2. Phthalates

DEP appears to be the only phthalate still commonly used in cosmetics. It is widely used in scented products to help the scent linger. It’s rarely found on labels but it is a constituent of the ubiquitous ingredient “fragrance.”

DEP is listed as a potential hormone disruptor, especially during critical periods of development such as when babies are in the womb. It has also been linked to infertility.

Look for products labelled “phthalate free” or avoid products with “fragrance” or “parfum” on the label.

3. Parabens

Parabens are a group of compounds widely used as antifungal agents, preservatives, and antimicrobials in cosmetics and toiletries. Parabens are linked to hormone disruption, reproductive toxicity, immunotoxicity, neurotoxicity, and skin irritation.

The EU has banned five parabens from cosmetics but not the most common ones used in cosmetic products – methylparaben, propylparaben, and butylparaben. However, it has restricted the amounts of these that can be used in products.

To avoid them completely, choose products marketed as “paraben free”.

Many companies have moved away from using parabens, especially deodorant companies. None of the deodorant Best Buys used parabens.

4. Formaldehyde

Formaldehyde is used as a preservative in skincare, deodorant, shampoo, nail products, and hair straightening treatments to prolong shelf life and prevent bacterial contamination. Formaldehyde is a gas and is banned in cosmetics in the EU, so rather than using pure formaldehyde – and listing it as such on ingredient labels – cosmetic companies often use formaldehyde releasers, ingredients that decompose slowly to release molecules of formaldehyde thereby maintaining a constant level of preservative prolonging the shelf life.

Formaldehyde releasers that you are likely to see in a product include: DMDM hydantoin, imidazolidinyl urea, methylene glycol, quaternium 15, and 3 dioxane. Products have to say if they are using these formaldehyde-releasing chemicals.

Formaldehyde is most likely to cause skin irritation but it is most dangerous when inhaled. Most studies on the cancer potency of formaldehyde have focused on risks from inhalation; cancer risks from ingestion or absorption through the skin are not as well studied. For most products, it is unlikely that formaldehyde would be released into the air.

5. Plastics ingredients

Microbeads are banned in “rinse-off” cosmetics like face scrubs, shower gels, and toothpaste but other microplastics may still be used in “leave-on” products, especially make-up. Aside from microplastics, there may also be liquid polymers which are used for film formation, thickening agent, or viscosity regulation.

Check labels for these “poly” ingredients: Polyethylene (PE), Polypropylene (PP), Polyethylene terephthalate (PET), Polymethyl methacrylate (PMMA), acrylates copolymer, acrylates crosspolymer, polyacrylamide, polyacrylate, polyurethane, polyvinyl, methyl methacrylate copolymer, methyl methacrylate crosspolymer.

But also look out for these: Nylon (PA), carbomer, PVP, and butylene.

Palm oil

The following companies scored full marks in our palm oil rating, meaning that they either didn’t use it or they had taken steps to ensure it was sourced sustainably: 

• Ben & Anna
• Fit Pit
• Green People
• Ku.tis
• Lucy Bee
• Odylique
• PitRok
• The Natural Deodorant Company
• Urtekram

Who sells what?

The following table gives you an overview of what each brand sells and what sustainability credentials it has.

Because there are so many brands in the guide we have only included brands with an Ethiscore of 60 and over.

* Ethical Consumer is employed by Lush every year to audit its supply chain for animal testing.
** Natural mineral salts. These have large molecules and don't block the pores, unlike aluminium chlorohydrate and aluminium chloride which are used in standard anti-perspirants.
*** Yes means the whole product is certified organic. Some products may contain organic ingredients but do not contain enough to be fully organic.

Aerosol antiperspirants: don't buy them

Nearly all aerosols release volatile organic compounds (VOCs) into the air. These are harmful chemical pollutants and can react with secondary pollutants to create small particulate matter and photochemical smog, which can cause damage to the environment and human health.

In the UK, aerosol products cause more VOC emissions than all passenger cars.

It is therefore best to avoid buying aerosols if possible. Fortunately, this is easy when it comes to deodorants, with most brands offering roll-ons, sprays and other non-aerosol options like solid bars and creams.

Are ethical and natural deodorants more expensive? 

There is a wide range of prices when it comes to deodorants, and it is a little hard to compare because the products last for different amounts of time – and many don’t specify how long they should last. 

While natural products are generally more expensive than some of the mainstream deodorants, others such as crystal/rock deodorants work out as less expensive as they last a long time. 

For example:

• AKT London deodorant balm costs £17.85 for 50ml, which reportedly lasts 1-2 months.
• Salt of the Earth Crystal Deodorant Classic costs £6.49 for 90g, which supposedly lasts 12 months.

Use the 'Places to Buy' section at the end of the guide to find some online retailers who sell a variety of the recommended and Best Buy brands to compare prices. Some of the bigger name eco friendly brands are also available in high street chemists and supermarkets.

Who owns which deodorant brands?

Do you dither in the shops over which brand to buy, changing every few months?

If you are buying some of the big named brands, you may be buying from the same company despite changing brands. Here are three of the biggest companies and their deodorant brands.

Who makes vegan deodorant?

Most of the higher scoring eco-friendly brands make either all their deodorants vegan, or some of the range is vegan.

All vegan:

• AKT London
• Ben & Anna
• Fit Pit
• Fussy
• Green People
• Lavera
• Lucy Bee
• Lush
• Odylique
• PitROK
• Salt of the Earth
• The Natural Deodorant Co
• Tropic
• Urtekram
• Weleda

Some are vegan

• Awake Organics
• Ku.tis
• Neal's Yard

Cruelty-free deodorant

Ethical Consumer's research looks at the company's approach to animal testing and animal derivatives in its products.

The highest marks were awarded to companies with a fixed cut-off date (FCOD). Marks were also awarded for companies that stated that they do not use animal-derived ingredients. 

The brands whose overall total score was 60+ (out of 100), all scored 60+ points (out of 100) for the animals category. These brands are in the table 'who makes what'.

The highest scoring brands for animals, getting full marks in this rating were:

• Fussy
• Lucy Bee
• Salt of the Earth
• The Natural Deodorant Company
• Tropic

Most of the higher scoring brands are certified by one of two schemes:

• Cruelty Free International (formerly Leaping Bunny)
• PETA

Some brands who were middling or lower overall for their total score, still got 60 points for the animals category. These were: Avon, Bulldog, JASON and Nuud.

Israel-Palestine rating

Ethical Consumer has a detailed rating on Israel-Palestine which aims to differentiate between:

• brands that are complicit in supporting the Israeli government and violations of Palestinian human rights; 
• companies that do not appear to be complicit;
• companies that proactively take a stance regarding Palestinian human rights abuses. 

Brands that scored highly for not being complicit

Lush scored full marks in our Israel-Palestine rating and has taken action in several ways to show its support for Palestine.

On 3 September 2025, Lush shut all of its UK shops, factories, and its UK website for a full day, displaying “STOP STARVING GAZA – WE ARE CLOSED IN SOLIDARITY” in store windows and online. It later closed shops in Australia, Belgium, France, Ireland, Italy, Luxembourg, the Netherlands, New Zealand, Norway, Portugal, Spain, and Sweden. In total it closed 233 of its shops for a day.

It also launched its Watermelon Slice soap as a fundraising product. Proceeds from this soap were donated to child mental-health services in Palestine, prioritising trauma counselling for children in Gaza.

Lucy Bee scored 90/100 because it had a policy not to work with suppliers linked to illegal Israeli settlements.

Other than the ones named below, all other brands scored 60-85 (out of 100) for the Israel-Palestine rating.

Brands scoring poorly on the Israel-Palestine rating

Unilever scored only 10/100 because of its dispute with Ben & Jerry’s. The ice cream manufacturer was acquired by Unilever in 2000, in what Jerry Greenfield, one of Ben & Jerry’s co-founders, described as a “unique merger agreement … that enshrined our social mission and values in the company's governance structure in perpetuity.”

However, the companies came into dispute in 2021 when Ben & Jerry’s announced that it would stop selling its ice cream in Israeli settlements in the occupied West Bank and East Jerusalem. But Unilever managed to find a way to continue sales in these settlements by selling trademark rights to the Hebrew and Arabic language versions of the Ben & Jerry’s name to a company called Blue & White Ice-Cream Ltd.

Jerry Greenfield resigned from Ben & Jerry’s in 2025, claiming that the company could no longer stand up for its social mission and values due to pressure from its parent. He stated: “It's profoundly disappointing to come to the conclusion that that independence, the very basis of our sale to Unilever, is gone." Following his resignation, Greenfield also revealed that Unilever had blocked Ben & Jerry’s from launching an ice cream flavour in solidarity with Palestine.

In 2025, Ben & Jerry’s was sold to The Magnum Ice Cream Company, itself a spin-off, stand-alone company created by Unilever, and of which Unilever will retain 19.9% post separation.

Unilever brands in this guide are Dove, Lynx, Schmidt's, Simple, Sure, Vaseline, and Wild. 

Other brands that scored below 60 were: Acqua di Parma, Clarins, Estee Lauder, Fa, Gillette, L'Occitane, L'Oreal, Mitchum, Nivea, Old Spice, Sanex, Schmidt's, Tom's of Maine, Urtekram, and Vichy.

What Ethical Consumer readers say about deodorants

We asked you for your thoughts on deodorant, including natural deodorants.

Thanks to all 255 of you who responded, 9% of whom don’t wear any deodorant at all. 

Here are some of our favourite responses.

I haven't used any for 30+ years. I think the whole market is confected by manufacturers, perhaps with the exception of some people who may have a medical problem?

When I was younger, I didn't like the smell of them. I generally preferred the smell of sweat to overpowering, artificial fragrances. I definitely didn't use antiperspirant because it blocked your pores which didn't seem sensible. Plus, as a feminist, I didn't like the idea of covering up my natural odour. It's there for a biological reason. I had a different perception of what "smelling nice" was. Now I am post-menopause, I find that my sweat doesn't smell so still no need to use it!

Natural is a disingenuous word. Cyanide and uranium are both natural but you wouldn't necessarily want them in any personal care products. Ethical/environmental would be a better description.

Workers' rights in the deodorant supply chain

Ethical Consumer rates companies for their policies on workers' rights. 

Several brands picked up full marks in the workers category: 

• Fit Pit
• Neal’s Yard
• The Natural Deodorant Company
• Odylique
• Salt of the Earth.

We generally consider in-house manufacturing better for workers because there is a greater risk of workers’ rights abuses when manufacturing is outsourced – particularly when it is outsourced to suppliers in countries with less robust protections for workers.

Of the brands that scored at least 50 (out of 100) in our workers category, the following produced all of their goods, or the vast majority, in house:

• Awake Organics (UK manufacture)
• Dr Hauschka (Germany)
• Fit Pit (UK manufacture)
• Green People (mostly UK manufacture, a small proportion in Europe)
• Ku.tis (UK manufacture)
• Lavera (Germany manufacture)
• Lush (most UK products manufactured in the UK, but Lush has other manufacturing sites worldwide)
• Neal’s Yard (96% products manufactured in house in the UK)
• Odylique (UK manufacture)
• Salt of the Earth (UK manufacture, except crystal deodorant)
• The Natural Deodorant Company (UK manufacture)
• Weleda (UK, Switzerland, France, Germany manufacture)

Lucy Bee manufactures all of its products in the UK but does not manufacture them in-house.