Top Deodorant Brands for Freshness and All-Day Confidence

Finding the perfect deodorant can be a daunting task with the myriad of options available in the market today. Whether you're looking for a product that offers long-lasting freshness, a gentle formula for sensitive skin, or an environmentally-friendly option, there's something out there for everyone. Many well-respected brands have stepped up to the plate, offering a variety of deodorants that cater to different needs and preferences. To help you make an informed choice, we've compiled a comprehensive list of some of the best deodorant brands available today.

Illustration of deodorant

Best brands of deodorant in 2025

Dove

Dove is one of the leading deodorant brands in the United States, boasting a brand awareness of 95% among deodorant users, with 42% of users actively using Dove products. The brand enjoys high popularity, with 49% of U.S. deodorant users expressing a liking for Dove, and around 35% indicating they are likely to use Dove again. Dove's strong presence is further highlighted by its significant market share and the fact that 38% of U.S. deodorant users had heard about Dove in the media, social media, or advertising over the past three months in 2024. As part of Unilever, Dove benefits from the company's global market leadership in the deodorant sector. The brand's success is driven by its commitment to quality and customer satisfaction. For more comprehensive insights, please visit the Dove Deodorants Brand Profile on Statista.

Old Spice

Old Spice is a leading brand in the deodorant market, known for its strong presence and consumer loyalty. In 2019, Old Spice held a market share of 11.8% in the U.S. deodorant market and is forecasted to maintain a share of 11.9% by 2024. The brand has a high brand awareness of 88% among deodorant users, with 23% of users preferring Old Spice, and an impressive 83% user loyalty rate. Old Spice also dominates in other men's grooming products, such as body wash and liquid soap, with a 9.1% market share in this category as of 2021. Its successful marketing campaigns and innovative use of social media have solidified its position as a key player in the industry. For more information, visit Old Spice's official deodorant page.

Degree

Degree is one of the leading deodorant brands in the United States, boasting a brand awareness of 89% among deodorant users, with 37% of users relying on the brand for their deodorant needs as of 2024. The brand enjoys high popularity, with 43% of U.S. deodorant users expressing a liking for Degree, and around 30% indicating they are likely to use the brand again. Additionally, 29% of U.S. deodorant users had heard about Degree through media, social media, or advertising in the past three months. Degree's strong market presence is a testament to its effectiveness and consumer trust. Its widespread recognition and user loyalty solidify its position as a top choice in the deodorant market. For detailed insights, visit their brand profile.

Secret

Secret is one of the leading deodorant brands in the United States, boasting a brand awareness of 89% among deodorant users, with 31% of users actively using the product as of 2024. The brand enjoys a significant level of popularity, with 36% of U.S. deodorant users expressing a liking for Secret. Additionally, around 26% of users indicate they are likely to use Secret again, highlighting the brand's loyalty. In terms of market presence, Secret is widely recognized and discussed, with 23% of deodorant users having heard about it in the media or on social media over the past three months. This strong market position solidifies Secret's status as a top producer of deodorants. To discover more about Secret's brand profile in the United States, you can find detailed insights on Statista's website.

Native

Native is a prominent brand in the natural deodorant market, known for its simple and effective formulations made from natural ingredients. Founded in 2015 and headquartered in San Francisco, California, Native has established a strong online presence with a focus on direct-to-consumer sales. The company reported estimated revenues of $50 million as of 2021, employing approximately 50 people. Native's commitment to customer engagement and its diverse product range have significantly contributed to its success. The brand's growth is in synergy with the increasing consumer preference for natural and organic products, solidifying its position in the market.

Schmidt’s

Schmidt's is a leading brand in the natural deodorant segment, known for its high-quality, plant and mineral-based products that offer all-day odor protection without aluminum salts, artificial fragrance, parabens, and phthalates. The brand experienced a 300% year-over-year sales increase and outsold Dove and Secret two-to-one in Target stores. Acquired by Unilever in December 2017, Schmidt's has expanded its product line to include toothpaste and body wash, and its products are now available in various retail chains such as Target, Walmart, and Whole Foods. Schmidt's direct-to-consumer business remains crucial, allowing for one-on-one customer interactions and feedback. The brand's success is also driven by its effective marketing strategies, including social media and media features.

Axe

Axe, introduced in the US market in 2002, quickly became the leading brand in the $1.3 billion men's deodorant market, capturing an 80% market share within two years. By 2005, Axe was the fastest-growing deodorant brand, achieving sales of over $100 million. The brand's success was driven by innovative marketing strategies, including viral marketing, TV advertising, and interactive consumer events. Axe is now the world's No. 1 men's fragrance brand, available in over 90 countries and known for its iconic body sprays and deodorant products. Its biggest market is the US, where Axe Apollo body spray is the bestselling product.

Tom’s of Maine

Tom's of Maine is a renowned brand in the deodorant and antiperspirant market, known for its commitment to natural and environmentally friendly products. With over 50 years of experience, the company has established itself as a leader in providing effective, aluminum-free deodorants that offer odor and wetness protection. In 2020, approximately 1.83 million Americans used Tom's of Maine deodorant or antiperspirant eight or more times within a week, highlighting its popularity. The brand's "Smell Good, Good" campaign, launched in April 2024, encourages consumers to switch to natural underarm protection. Tom's of Maine also donates 10% of its profits to nonprofits promoting health, education, and the environment. For more information about their products, visit their official website.

Mitchum

Mitchum is a renowned brand in the deodorant and antiperspirant market, known for its high effectiveness and user loyalty. With a brand awareness of 54% among UK deodorant users, Mitchum is used by 16% of the market, and 75% of its users show loyalty to the brand. Introduced by Revlon, Mitchum is famous for its "So effective you can skip a day" marketing tagline and its innovative use of active ingredients like Aluminum zirconium tetrachlorohydrex gly and Aluminum sesquichlorohydrate. The brand has a significant presence, with 18% of UK deodorant users expressing a liking for Mitchum. Despite some controversies, Mitchum remains a trusted name in personal care. For more information, check out their official website.

Arm & Hammer

Arm & Hammer is a prominent brand in the deodorant market, known for its effective use of baking soda in odor control. With a brand awareness of 85% among deodorant users in the United States, 17% of these users rely on Arm & Hammer products, indicating a significant market presence. The brand is particularly appreciated, with 21% of U.S. deodorant users having a positive opinion of it. Arm & Hammer's loyalty rate is also notable, with 82% of its users likely to use the brand again. The brand offers a range of products, including aluminum-free and natural plant extract-based deodorants. For more information on their Essentials solid deodorant, a popular choice, visit their website.