Glycolic Acid and Stones Rock Google Searches for Deodorant: Spate

As health-conscious consumers grow more ingredient-savvy, hastiness with underarm care is the pits.

According to beauty trend tracker Spate, the fastest-growing deodorants on Google search in the US are glycolic acid and deodorant stones.

Glycolic Acid

Glycolic acid is a common ingredient carrying exfoliation benefits in skincare products, but the same is applying for underarms.

Analysts say this trend has seen a 1.2K average monthly search volume, with a +113.6% growth in searches compared to last year. The top search queries include glycolic acid as deodorant, glycolic acid toner as deodorant and The Ordinary glycolic acid deodorant. The searches showcase consumers’ search for a pre-existing product and a willingness to use skincare products like the toner from The Ordinary, for their underarms. This mindset suggests consumers’ desire for more in a classic deodorant format.

On TikTok, the trend is gaining traction with 37.5K average weekly views. Alongside #glycolicacidtoner, #underarms receives 160.6K average weekly views, while #bodyodor racks up 258.8K average weekly views. The hashtag #bodyodor combined with #glycolicacid also sees 572.1K average weekly views. The findings present plenty of room for brands to develop a deodorant that uses glycolic acid to address both underarm hyperpigmentation and reduce body odor and sweating.

Deodorant Stones

For brands unfamiliar with deodorant stones, they are a thing to be reckoned with, and the trend is growing.

According to Spate, they account for 2.0K average monthly searches and a +77.4% increase in searches compared to last year. Top searches include crystal deodorant stone and deodorant stone.

A deodorant stone, typically made from mineral salts like potassium alum, works by creating a layer on the skin that neutralizes odor-causing bacteria without blocking sweat glands. Although it hasn’t taken off on TikTok, the trend for aluminum-free deodorants is growing, with a 293.9% year-over-year (YoY) increase and 1.3M average weekly views. Analysts say this finding is driven by consumers’ increasing desire for healthier alternatives to aluminum deodorants. Spate encourages brands to emphasize the aluminum-free aspect on packaging and educate consumers on why they should make the switch on TikTok.