fbpx
rawpixel-1137674-unsplash

Secret Launches Its First Aluminum Free Deodorant

2 min read

As the clean beauty movement continues to gain traction—some estimates put the worth of the global organic beauty market on target to reach $15.98 billion by 2020—conventional personal care brands are taking note, and making changes. Mainstream deodorant brand Secret, a mainstay on mass drugstore and supermarket shelves, launched its first ever Aluminum Free Deodorant this month. 

Aluminum has become a controversial ingredient in conventional deodorant, gaining notoriety for the very reason it’s used in antiperspirants: Because it stops sweating. Aluminum blocks sweat ducts to prevent the wetness that comes with perspiration, but by doing so, it prevents toxins from leaving the body. It has also been linked to endocrine disruption, neurotoxicity, cancer and Alzheimer’s. 

Secret, part of the massive Procter & Gamble portfolio, is not marketing its new Aluminum Free Deodorant as a completely “clean” product, but rather, an option for those exercising personal choice. “Secret knows that deodorant is a personal choice,” its marketing material reads. “For those who choose to go ‘aluminum-free,’ Secret is proud to now offer a product that doesn’t compromise on function.” The website does note that this new formula is aluminum-, paraben- and dye-free. 

How the Clean Beauty Industry Helped Create Change in Conventional Beauty

Conventional deodorant brands have had their eyes on the clean beauty movement for some time; in 2017, personal care powerhouse Unilever acquired Schmidt’s Deodorant, a beloved clean beauty brand. The move was met with mixed reactions in the clean beauty industry, but it set the tone for conventional brands: The clean beauty movement was now a major contender in the beauty industry as a whole, and it was time to take it seriously. As proof of how much influence the clean beauty industry is wielding on conventional brands, Dove has also launched its first aluminum-free deodorant this month

Consumer habits are driving the change conventional brands are making; in their quest for safer, cleaner options, brands are being forced to deliver on options that align more fully with consumer demands. For Secret, launching an aluminum-free deodorant is a marked change in its product lineup—and a first step in how it will continue to respond to the clean beauty movement. 

For those consumers committed to checking their ingredients for safety against EWG’s Skin Deep database, the ingredients for Secret’s Aluminum Free Deodorant are listed below: 

Honey Dew

PPG-15 Stearyl Ether, Cyclopentasiloxane, Dipropylene Glycol, Sodium Stearate, C12-15, Alkyl Benzoate, Water, Polyglyceryl-3 Laurate, Fragrance, Caprylyl Glycol, 1,2-Hexanediol, Mineral Oil, BHT, Hexamindine Diisethionate

Rosewater

PPG-15 Stearyl Ether, Cyclopentasiloxane, Dipropylene Glycol, Sodium Stearate, C12-15, Alkyl Benzoate, Water, Polyglyceryl-3 Laurate, Fragrance, Caprylyl Glycol, 1,2-Hexanediol, Mineral Oil, BHT, Hexamindine Diisethionate

Daylily

PPG-15 Stearyl Ether, Cyclopentasiloxane, Dipropylene Glycol, Sodium Stearate, C12-15, Alkyl Benzoate, Water, Polyglyceryl-3 Laurate, Fragrance, Caprylyl Glycol, 1,2-Hexanediol, Mineral Oil, BHT, Hexamindine Diisethionate

Interested in natural deodorant but don’t know where to start? Try our top three picks.

About The Author

Amy Flyntz

Amy Flyntz

Amy Flyntz is a Brooklyn-based writer and the founder of Amy Flyntz Copywriting. She spends her days weaving words to woo the masses, reading memoirs (and her horoscope) and snuggling with her rescue dog, Linus. Amy can be reached at www.amyflyntz.com.

[wpforms id="5211" title="false" description="false"]