Research on alternative actives for deodorants and antiperspirants is building, but efficacy testing is limiting advances and most successes in the category remain based on ingredients introduced more than 50 years ago, say researchers.
The notion that beauty consumers have a fresh appetite for hyperrealist standards and tackling taboo topics head-on continues to gain ground in 2023. But what exactly does this mean for industry?
![According to the review, many 'fundamental questions' remain unanswered in the field of efficacy testing for active ingredient alternatives [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/formulation-science/deodorant-antiperspirant-innovation-still-based-on-50-year-old-active-ingredients-finds-review/16248469-1-eng-GB/Deodorant-antiperspirant-innovation-still-based-on-50-year-old-active-ingredients-finds-review.jpg)
![Underboob sweat, pimple popping, shaved heads and sexual health are just some of the topics consumers are diving into head-first this year as traditional beauty ideals unravel [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/wgsn-beauty-trends-2023-highlights-unsexy-beauty-as-movement-to-watch-adding-to-mintel-nielseniq-and-verve/16077779-1-eng-GB/WGSN-beauty-trends-2023-highlights-unsexy-beauty-as-movement-to-watch-adding-to-Mintel-NielsenIQ-and-Verve.jpg)
