“No need for perfume”: This €23 deodorant sold at Sephora is driving beauty enthusiasts around the world wild
Deodorant is undergoing a profound transformation. By 2026, this everyday product will go far beyond its role as a basic hygiene item and establish itself as a true beauty ritual, featuring sophisticated scents that rival those of luxury fragrances.
A Booming Perfume Market
The fragrance industry has never been more active. According to a survey by *Le Monde*, reported by *Elle* magazine, nearly 6,000 new fragrances were launched worldwide in 2025—more than double the average observed before 2019. Against this backdrop, consumers are seeking new ways to cultivate their signature scent on a daily basis.
So, following in the footsteps of body mists, scented hair sprays, and scented oils, a new category is emerging. Body care sticks and formulas are now joining the big leagues. Yet few would have bet on this product to lead the way in this revolution.
The latest generations of formulas feature blends inspired by fine perfumery. Vanilla, tonka bean, patchouli, rose, and even oud wood are now finding their way into these everyday products. Moreover, these notes were once reserved for high-end perfumes.
“Some users say they no longer need to apply a few sprays of perfume throughout the day.”
Formulas that combine effectiveness with elegant scents
Gone are the days of neutral or purely fresh scents. Brands are now focusing on elegant packaging, carefully selected ingredients, and complex, long-lasting fragrances. As a result, personal hygiene has become a true sensory experience.
The stated goal is clear: to transform a mundane ritual into a moment of pleasure. As a result, these once-functional sticks are now infused with a distinctive scent that can serve as a substitute for evening perfume.
Salt & Stone, the California-based brand that’s taking Sephora’s shelves by storm
Among the brands leading this trend, Salt & Stone stands out as the most sought-after brand of the moment. The California-based brand offers high-performance formulas with carefully crafted scents. Its products are regularly sold out at Sephora.
On both TikTok and Instagram, enthusiastic reviews are pouring in. Some users claim that their deodorant earns them more compliments than their usual perfume. This social phenomenon is further boosting the brand’s global visibility.
- Salt & Stone – Sandalwood and Vetiver Deodorant – €23
- PHLUR – Vanilla Skin Deodorant – €23
- L’Occitane – Cedar and Incense Deodorant Stick – €19
- Sol de Janeiro – Rio Refillable Deodorant, Plum and Vanilla – €19.90
- Endro – 48-Hour Refillable Deodorant Stick, “Éclat de Soleil” Scent – €10.90
Brands like Le Labo and Respire are following the same trend
Salt & Stone is by no means an isolated case, however. Brands such as Le Labo and Respire are also part of this move toward higher-end products. Each brings its own vision to a product that is now conceived as an object of desire.
In addition, Unbottled offers its Déo Fleuri Chéri 48h for €12.90, proving that this trend is also making its way into more affordable product lines. That said, the quality of the scent remains the common thread among all these new products.
A deodorant stick that has become a chic product, bridging the gap between personal hygiene and fine fragrances
The line between skincare and fragrance is gradually blurring. As a result, what we apply under our arms in the morning can now serve as our signature scent for the entire day. This shift reflects a deep-seated desire among consumers, who have grown tired of purely utilitarian products.
As a result, brands are investing in more concentrated formulas capable of releasing a long-lasting scent. The result is a product line in which every detail—from the bottle to the base note—is designed to appeal to both the senses and the mind.
This trend is part of a broader shift toward the premiumization of everyday beauty. By 2026, even the simplest morning routine could become an accessible moment of luxury—without having to use up a bottle of overpriced perfume.
