Sweat, let it go: Why we're reusing our Deo

Eva Immervoll, a 57-year-old woman from Upper Austria, has transformed her childhood memory into a thriving business. Inspired by her grandmother’s use of baking soda as a deodorant, she spent a year developing a new formula that met her personal needs. The result was the creation of the brand “Achselkuss” ten years ago, which now offers a range of products based on natural ingredients. Immervoll's journey began with frustration over traditional deodorants that failed to provide satisfactory results. She noticed that many people struggled with the same issue, leading her to experiment with alternative solutions. Her initial attempts were met with skepticism, but support from friends eventually led to the launch of her product line. Today, “Achselkuss” stands as a testament to the growing demand for natural alternatives in personal care. The concept behind Immervoll’s deodorant lies in its use of sodium bicarbonate, commonly known as baking soda. This ingredient works by altering the pH level under the arms, making it less hospitable for bacteria that cause odor. Unlike conventional antiperspirants, which often contain aluminum salts to reduce sweat production, Immervoll chose a different path. This decision was influenced by earlier concerns about the potential health risks associated with aluminum compounds, including links to breast cancer and Alzheimer's disease. However, recent scientific consensus has shifted. Dermatologist Clemens Frisee clarifies that there is currently no conclusive evidence linking aluminum salts to harmful effects on the body or the onset of diseases such as cancer or Alzheimer's. For individuals dealing with excessive sweating or body odor, alternatives like wash gels containing benzoyl peroxide can effectively reduce bacterial growth. Additionally, those with sensitive skin should opt for products free from fragrances, alcohol, and high concentrations of baking soda to avoid irritation. The market for deodorants has evolved significantly, reflecting broader changes in consumer preferences. Natural and eco-friendly options have gained traction, with brands like Salt & Stone from California and Fresh from New Zealand offering products infused with baking soda. Other notable entries include Odaban Daily, a unisex antiperspirant priced around 15 euros, and Nivea Derma Control Clinical, which contains aluminum salts and provides relief from itching. Consumers today prioritize more than just effectiveness. They seek products that align with their values, whether through sustainable packaging, unique design elements, or specific scent profiles. Immervoll notes that the deodorant has become a lifestyle item, with features such as refillable containers and minimalist designs playing a crucial role in purchasing decisions. These attributes reflect a shift towards conscious consumption and environmental responsibility. Moreover, societal attitudes toward body parts have changed. Once considered taboo, armpits are now openly discussed, challenging long-standing taboos. Immervoll observes this change during her appearances at trade shows, noting that many people feel uncomfortable touching their armpits. She emphasizes that clean armpits are just as hygienic as other body parts, advocating for greater acceptance and openness. As the deodorant industry continues to evolve, it reflects broader trends in personal care and social norms. From functional necessity to expressive identity, the product has transformed into a symbol of individuality and sustainability. With increasing awareness of health and environmental issues, the future of deodorants seems poised for further innovation and diversification.