# Cooling Clean Deodorants Milk Makeup's Cooling Water Natural Deodorant Refreshes & Invigorates By Laura McQuarrie | Published 2021-04-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/clean-deodorants References: [newbeauty](https://www.newbeauty.com/best-clean-beauty-launches/9) & [milkmakeup](https://www.milkmakeup.com/cooling-water-natural-deodorant.html?cgid=new) More consumers are shopping for [safe, natural and clean deodorants](https://www.trendhunter.com/trends/game-changing-deodorant) that are [free from aluminum](https://www.trendhunter.com/trends/w-aluminum-free-deodorant) yet effective for providing protection against odor, wetness and discomfort. Milk Makeup introduced the Cooling Water Natural Deodorant as an all-natural and clean solution formulated with kaolin clay, a natural enzyme complex, caffeine and seawater. The product is free from both aluminum and baking soda, and it takes the form of a solid stick that can be swiped across the underarm area. The eucalyptus-scented clean deodorant boasts a cooling gel formula that soothes and refreshes, and its compact form makes it perfect for on-the-go use and travel. Like most [clean and natural deodorants](https://www.trendhunter.com/trends/natural-deodorant1), this one may require a short adjustment period. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 16% | Activity: 26% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Clean Deodorant:** The rise of clean deodorants presents opportunities for innovative natural formulations and packaging that respond to consumers' needs. - **Aluminum-free Deodorant:** Aluminum-free deodorants are a popular trend that presents opportunities for companies to develop effective natural alternatives that are also environmentally friendly. - **On-the-go Deodorant:** The rise of on-the-go clean deodorants offers innovative opportunities for compact, travel-friendly packaging and application methods. ### Who This Affects Most - **Personal Care:** The personal care industry can explore innovative natural formulations, eco-friendly packaging, and application methods to meet consumers' expectations for clean and effective deodorants. - **Natural Products:** The natural products industry can take advantage of the rise in demand for clean deodorants by offering sustainable and effective natural alternatives that meet consumer needs. - **Travel Products:** The travel industry can collaborate with personal care companies to create convenient on-the-go clean deodorants that meet consumers' preferences for compact and easy-to-use packaging with unique formulations. ## Related on Trend Hunter - [Heat-Activated Natural Deodorants](https://www.trendhunter.com/trends/plantpowered-deodorant.md) - [Calming Deodorant Sprays](https://www.trendhunter.com/trends/calming-deodorant-spray.md) - [Goat Milk Deodorant Sticks](https://www.trendhunter.com/trends/milk-stick.md) - [Effective All-Natural Deodorants](https://www.trendhunter.com/trends/rollon-deodorant.md) - [Mineral Deodorant Sticks](https://www.trendhunter.com/trends/mineral-deodorant-stick.md) - [Microbiome-Balancing Deodorants](https://www.trendhunter.com/trends/microbiome-balancing-deodorant.md) - [Microbiome-Friendly Deodorants](https://www.trendhunter.com/trends/microbiome-friendly-deodorant.md) - [Natural Deodorant Balms](https://www.trendhunter.com/trends/the-deodorant-balm.md) - [Residue-Free Natural Deodorants](https://www.trendhunter.com/trends/natural-deodorant1.md)