Deodorant Brand

3 Deodorant Brand Success Stories [2024]

Pat Walls

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Updated: October 6th, 2024

Deodorant is one of the crucial personal care items used by consumers regularly. Consumer requirements are changing, and there is a need for innovators to come up with creative ways to fulfill the changing requirements.

The changing customer preferences and needs create a window of opportunity for new entrepreneurs who want to start a deodorant/antiperspirant business.

To start a deodorant business, research the market and understand who uses deodorants and how often. Then, understand what qualities the line of customers expects in deodorant to guide your business strategy.

In this list, you'll find real-world deodorant brand success stories and very profitable examples of starting a deodorant brand that makes money.

1. Wild ($33.6M/year)

Charlie Bowes-Lyon came up with the idea for Wild after recognizing the increasing consumer demand for sustainable products. He initially started a side business selling reusable coffee cups and water bottles, which was a success. Inspired by the shift in customer sentiment towards packaging and waste, Charlie and his co-founder decided to tackle bathroom waste by creating a refillable, natural deodorant. With a focus on sustainability and an innovative product, Wild has scaled into a global brand with over a million customers and trading at upwards of £25m ARR.

How much money it makes: $33.6M/year
How much did it cost to start: $120K
How many people on the team: 50

How These Two Founders Built A $30M Refillable Deodorant Brand

Wild, a sustainable personal care brand that aims to remove plastic waste from the bathroom, scaled into a global brand in just two and a half years, selling to over a million customers and trading at upwards of £25m ARR, through their successful product innovation, diversification in marketing channels, and strong community engagement.

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2. SmartyPits ($2.2M/year)

Stacia Guzzo, the founder of SmartyPits Deodorant, was inspired to create her aluminum-free deodorant after her mother's battle with aggressive breast cancer. After learning about the links between aluminum and breast cancer, she began experimenting with creating her own skincare products, which eventually led to the creation of SmartyPits. In just 21 months, SmartyPits grew from making under $100,000 in 2016 to over $500,000 by the end of Q3 in 2018.

How much money it makes: $2.2M/year
How many people on the team: 13

How Stacia Guzzo Pivoted and Started A $58K/Month Deodorant Product

SmartyPits is a fast-growing deodorant company that has gone from making under $100,000 in 2016 to making over $500,000 by Q3 2018, after the founder's experience as a breast cancer survivor led to developing an aluminum-free deodorant.

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3. American Provenance ($960K/year)

Kyle LaFond, the founder of American Provenance, came up with the idea for his natural products manufacturing company while working as a middle school science teacher. He noticed that many of his students were using body sprays filled with harsh chemicals, and decided to teach them how to make their own personal care products using minimal ingredients. This experience, combined with his own desire for high-quality natural products at affordable prices, inspired him to launch American Provenance.

How much money it makes: $960K/year
How much did it cost to start: $225K
How many people on the team: 9

I've Generated $3M With My Deodorant Making Business

American Provenance, a natural products manufacturing company, achieved over $3M in lifetime revenue by creating high-quality natural products intended primarily for men, with a unique approach of building their reputation and customer base one store at a time.

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