Why Is Deodorant Suddenly Sexy?
Look good, smell good
By Ella Passfield | 19th August 2025Buying deodorant has long felt like a chore no different from restocking toothpaste or grabbing laundry detergent. A necessity? Yes. Exciting? Not so much. But stroll down the personal hygiene isle of Coles or Woolies today, and you might notice a change. Where rows of Dove and Rexona once offered little more than “floral” or “original” scents, the shelves are now stocked a range of colourful, fun, new bottles. Brands like Gem are mixing it up with scents from Coconut & Vanilla to Roasted Almond & Toffee. Suddenly, the deodorant isle is boring no more.
So, when did personal hygiene get so hot? Well, if you’ve heard of the lipstick indicator you might have a fair idea. The theory goes that when shoppers feel a downturn in the economy, they tend to cut back on major purchases and treat themselves to affordable luxuries. Often it tends to be a Dior lipstick over a Dior bag. And now beauty’s affordable indulgence isn’t just about how you look, it’s about how you smell.
Deodorant is no longer a humble necessity. It’s becoming a luxe staple of daily routines, with beauty brands taking a fragrance-first approach. Many of these new scents could easily pass as dupes of your favourite perfumes. Take Gem’s skin loving deodorant in the scent Santal. Believe it or not, but it smells exactly like Le Labo Santal 33.
And it’s not just about scent, the packaging has also been reimagined. From pared-back, minimalistic tubes to bright, colourful cans, these deodorants are designed to be displayed on your bathroom shelf. Both beautiful and functional, the designs are as stylish as they are effective. No longer just a way to mask sweat, deodorant is being applied as a skincare step. With skin loving ingredients such as hyaluronic acid, shea butter, and vitamin E, these deodorants not only mask but nourish.
Once a mindless purchase, deodorant has been reimagined into little luxuries. Even the most everyday ritual can feel a little sexy.
Shop our top deodorant picks below:
Imagery: @gem.au / @saltandstone / @glossier
