# Vitamin Hygiene Deodorants and antiperspirants are infused with vitamins to enhance their benefits. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 18, 2021 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/vitamin-hygiene ## Key Figures - Trend score: 3.0/10 - Evidence articles: 4 ## What is the Vitamin Hygiene trend? **Vitamin Hygiene:** In recent years, a growing segment of consumers have become wary of traditional deodorants and antiperspirants on the market due to their aluminum content. Brands in this space are trying to change consumer perception by adding beneficial ingredients like vitamins into new deodorant and antiperspirant products. ## The consumer insight behind the Vitamin Hygiene trend Now that people are much more aware of the various ingredients that go into the products they ingest and apply topically, they go about their shopping experiences much more informed and with specific ingredients in mind (to purchase or avoid). Brands that are catering to consumers' heightened sense of caution are more likely to appeal to the informed consumer. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 25, 2018 to Feb 18, 2021 - Published: Feb 18, 2021 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Vitamin Hygiene trend ### Aluminum-Free Deodorants Consumers are seeking out natural and free-from deodorants that are effective and support better health. ### Specific Ingredient Awareness Consumers are purchasing products that contain specific ingredients they have researched to be beneficial or avoiding harmful ingredients. ### Skin-Conditioning Antiperspirants Antiperspirant brands are adding ingredients that provide effective skin conditioning to prevent irritation and promote healthier underarm skin. ## What the Vitamin Hygiene trend means for industry ### For Personal Care Products Personal care product companies should consider creating natural deodorant options that cater to the demand for aluminum-free or specific beneficial ingredient deodorants. ### For Health and Wellness Industry The health and wellness industry can focus on creating education on specific ingredient benefits and the potential harmful ingredients commonly found to increase awareness amongst consumers. ### For Packaging Design Product packaging companies should focus on designing packaging with soft-touch applicators for a better user experience. ## Workshop question How is your brand catering to the informed consumer? ## Trend signals for Vitamin Hygiene Trend score 3.0 out of 10, from popularity 49%, activity 31%, freshness 9%. - Popularity: 49% - Activity: 31% - Freshness: 9% ## Examples of the Vitamin Hygiene trend 4 featured examples from Jul 25, 2018 to Feb 18, 2021. - [African Black Soap Deodorants](https://www.trendhunter.com/trends/african-black-soap): Nubian Heritage Applies African Black Soap to Deodorant (Category: Fashion) Implication: The shift towards clean, plant-based deodorants and natural ingredients presents an opportunity for disruptive innovation in the personal care industry. - [Skin-Conditioning Antiperspirants](https://www.trendhunter.com/trends/secret-derma-antiperspirant): Secret Derma+ Antiperspirant Has ProVitamin B5 and Derma-Shield (Category: Marketing) Implication: Innovation opportunities within the beauty and personal care industry to create antiperspirants that not only provide sweat and odor protection, but also promote skin health. - [Teen-Friendly Deodorants](https://www.trendhunter.com/trends/teen-deodorant): Native's Teen Deodorant Has an Aluminum-Free Formula for Ages Eight to 18 (Category: Fashion) Implication: Personal care companies are innovating in the deodorant market, creating formula options that target specific demographics or cater to consumer preferences for natural ingredients. - [Floral Aluminum-Free Deodorants](https://www.trendhunter.com/trends/megababes-rosy-pits): Megababe's 'Rosy Pits' Features Coconut, Green Tea & Sandalwood (Category: Lifestyle) Implication: The personal care industry can explore opportunities in developing and marketing natural deodorant products that prioritize consumer health and well-being. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)