Scent of Change: How Refillable Deodorants Are Reshaping the Future of Personal Care

Refillable Deodorants Market

In an era where environmental consciousness has evolved from a grassroots movement to a mainstream expectation, the global personal care industry is undergoing a remarkable transformation. Central to this shift is the burgeoning refillable deodorants market, which, according to recent projections, is expected to balloon from USD 3.1 billion in 2025 to USD 9.3 billion by 2035, growing at a Compound Annual Growth Rate (CAGR) of 11.6% over the next decade.

This impressive growth is not merely a numbers game—it signals a significant cultural and industrial pivot toward sustainable consumption and waste reduction in everyday hygiene products.

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The End of the Throwaway Era

Traditional deodorants—often encased in single-use plastic packaging—have long been a staple of personal hygiene. However, their environmental cost is staggering. An estimated 15 billion deodorant containers are discarded globally each year, most of which are non-recyclable due to mixed-material design.

Refillable deodorants offer a compelling alternative. These systems typically include a durable outer case and replaceable deodorant inserts, drastically reducing plastic waste. Brands like Wild, Myro, Fussy, By Humankind, and major players such as Unilever and Procter & Gamble are investing heavily in this new format.

What’s Fueling the Surge?

Several interlocking trends are catalyzing the refillable deodorant market’s exponential growth:

  • Sustainability-Driven Consumers: Millennials and Gen Z, who together represent over 60% of the global deodorant consumer base, are increasingly motivated by sustainability. According to a 2024 NielsenIQ report, 73% of Gen Z consumers prefer purchasing from brands that align with their values—chief among them, environmental responsibility.
  • Government Regulations: Regulatory bodies worldwide are tightening the screws on plastic packaging. The European Union’s Single-Use Plastics Directive, Canada’s Zero Plastic Waste initiative, and California’s Plastic Pollution Prevention and Packaging Producer Responsibility Act are pushing manufacturers toward eco-friendly alternatives.
  • Brand Innovation and Design: The refillable model has evolved from a niche innovation into a marketable design. With sleek metal casings, customizable scents, and biodegradable refills, these products have become fashion-forward as well as functional. “Sustainability no longer means sacrifice—it’s a status symbol,” says Laura Cheng, Head of Product Innovation at a leading eco-brand.

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Roadblocks on the Path to USD 9.3 Billion

Despite the optimistic projections, the path is not without challenges:

  • Higher Initial Costs: Refillable deodorants are often priced at a premium, creating a barrier to adoption in price-sensitive markets.
  • Consumer Habits: Many consumers are still unfamiliar with refill logistics and may revert to traditional products for convenience.
  • Retail Distribution: While online channels have embraced refills, brick-and-mortar retailers are still adapting shelf space and stocking practices to the new format.

Key Market Players

  • Unilever Plc.
  • The Procter & Gamble Company
  • Myro
  • By Humankind, Inc.
  • Fussy Ltd
  • Grove Collaborative, Inc.
  • Helmm
  • Noniko
  • Proverb Skincare
  • Asuvi

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Key Segmentation

By Product Type:

By product type, the industry is segmented into refillable spray deodorants and refillable stick deodorants.

By Packaging:

By packaging, the industry is categorized based on packaging type, including metal, glass, plastic, and paper roll.

By Distribution Channel:

By distribution channel, the industry is further segmented by distribution channel into retail outlets/offline and e-commerce/online.

By Region:

By region, the industry is analyzed across North America, Latin America, Western Europe, Eastern Europe, South Asia and Pacific, East Asia, and the Middle East and Africa.

About Future Market Insights (FMI)

Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.

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About the Author

Nikhil Kaitwade

Associate Vice President at Future Market Insights, Inc. has over a decade of experience in market research and business consulting. He has successfully delivered 1500+ client assignments, predominantly in Automotive, Chemicals, Industrial Equipment, Oil & Gas, and Service industries.
His core competency circles around developing research methodology, creating a unique analysis framework, statistical data models for pricing analysis, competition mapping, and market feasibility analysis. His expertise also extends wide and beyond analysis, advising clients on identifying growth potential in established and niche market segments, investment/divestment decisions, and market entry decision-making.
Nikhil holds an MBA degree in Marketing and IT and a Graduate in Mechanical Engineering. Nikhil has authored several publications and quoted in journals like EMS Now, EPR Magazine, and EE Times.

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