Posted by Bare Necessities
on June 19, 2026
A teenager sits in a café, sipping a coconut matcha while scrolling through skincare reviews on their phone. Before adding a product to their cart, they're not looking at celebrity endorsements or flashy marketing claims. Instead, they're zooming into ingredient lists, researching unfamiliar ingredients, and checking whether the packaging can be refilled or recycled.
A decade ago, this behaviour would have been unusual. Today, it's becoming the norm.
The loud promises are fading. Instead, consumers are looking for clean ingredient lists, refill options, and products that feel simpler and genuine. At the heart of this change is Gen Z.
Already responsible for 44% of beauty and personal care spending, Gen Z is redefining what beauty means. For them, clean beauty is as much about transparency and sustainability as it is about appearance.
The influence of this mindset can be seen in some of the most unexpected places, including underarm care.
Once considered a purely functional product, deodorant is now becoming part of the clean beauty conversation. Consumers are asking the same questions they ask about skincare: What ingredients am I applying every day? Do I understand what they do? Is there a more sustainable alternative?
The answers are leading many towards natural deodorants, plant-based solid deodorants, and vegan deodorants that avoid ingredients such as aluminium, baking soda, parabens, and synthetic fragrances.
At Bare Necessities, we've seen this shift firsthand. In fact, our natural solid deodorants were recently featured by Femina under the list "Beauty & Wellness Brands Making Conscious Choices Easier" a reflection of the growing demand for personal care products that combine effectiveness with thoughtful formulation.
The formula is aluminium-free, baking soda-free, and free from harsh synthetic ingredients, making it an ideal deodorant without aluminium for those seeking a gentler approach to underarm care.
Suitable for all genders, all skin types, including sensitive skin, and even safe during pregnancy.
One of the biggest misconceptions about natural deodorants is that they compromise on fragrance or performance. Our collection proves otherwise.
For those who want freshness that lasts from morning meetings to late-night plans. This long-lasting natural solid deodorant opens crisp and invigorating before settling into warm, woody notes that evolve beautifully throughout the day.
A delicate floral deodorant inspired by frangipani blooms. Fresh, subtle, and elegant, it's perfect for those who prefer a softer fragrance profile that feels effortlessly wearable.
Bright, energetic, and impossible to ignore. Sweet orange, mandarin, and lemongrass come together to create a refreshing citrus deodorant that feels like sunshine in a tin.
Is Clean Beauty Still a Niche?
What was once considered an alternative movement has become one of the most influential forces shaping the beauty industry.
Genz is the generation embracing "bare nails" over frequent gel manicures, choosing minimalism over complicated routines, and investing in products that align with their values. Research shows that over 75% of Gen Z women identify as clean beauty shoppers, while 98% prioritise eco-friendly ingredients and packaging. They're also 1.3 times more likely than other generations to try environmentally friendly products.
Consumers are no longer accepting marketing claims at face value; they're asking questions, sharing experiences, and holding brands accountable. Products are no longer judged solely on how well they perform, but also on how thoughtfully they are formulated and packaged.
Our plant-based solid deodorants combine effective odour protection with thoughtfully chosen ingredients, low-waste packaging, and a simple, minimalist approach to personal care. Whether you're looking for a natural deodorant, vegan deodorant, aluminium-free deodorant, or plastic-free deodorant, making the switch can be a small but meaningful step toward a more conscious lifestyle.
Shop our plant-based, vegan solid deodorants here.
