Fresh TAKE

Deodorant has had a luxury makeover - but do we really need to spend £20 to stay sweat-free?

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Deodorant has never been the most exciting product in the shop. Unless you're a loyalist to Sure or Dove, chances are that you just pop the antiperspirant that's on offer into your basket without a second thought.

While we don't think twice about parting with upward of £20 for skincare, historically the thought of spending more than the standard £2.99 on deodorant raises an eyebrow. But the latest wave of antiperspirants invites us to lavish the same care and attention on our armpits as we do our faces, with fragrance-inspired scents and high-performing skincare ingredients added to our roll-ons.

PREMIUMISING ANTIPERSPIRANT

Just like oral care before it, deodorant has had a luxury makeover, and the UK deodorant market is now worth £1.2bn. Dubbed "premiumising", the cost-of-living crisis has led us to seek out luxury in affordable everyday essentials, with small, smart indulgences replacing big splurges.

Applying deodorant is a consistent self-care habit for most of us, so it makes sense that we've upgraded the daily ritual with fragrance-inspired scents and high-performing ingredients to inject a little joy into every morning.