TikTok's Favorite Deodorant Brands Ranked
A report based on 961,000+ views, 4395 comments and 50,000+ comment likes.
This report analyzes user comments from TikTok and Instagram posts asking perfume enthusiasts about their deodorant preferences. It aims to identify trends, brand perceptions, and fragrance-layering behaviors that can inform product development and marketing strategy. High-level findings include:
• A strong divide between aluminum-based and natural deodorant preferences
• A clear desire for products that complement, not compete with, perfume
• Dove, Old Spice, and Secret dominate mass-market mentions, while Donna Karan Cashmere Mist holds cult prestige status
• TikTok revealed deeper engagement with thousands of polarized, opinionated comments
TikTok Deodorant Preferences Report
Executive Summary
The TikTok community of fragrance enthusiasts expressed strong, opinionated preferences about deodorant, centered around scent compatibility, product efficacy, and ingredient transparency. Dove, Old Spice, and Secret were the most frequently cited brands. Sentiments skewed toward deliberate fragrance layering or opting out of scent altogether, depending on individual priorities. Preferences split notably between those seeking natural formulas and others vocally defending aluminum-based products for performance.
Key Findings
Top 5 Most Mentioned Brands
1. Dove (684 mentions)
2. Old Spice (344 mentions)
3. Secret (329 mentions)
4. Degree (166 mentions)
5. Mitchum (105 mentions)
Most Resonant Opinions (by Likes)
• “Anything w aluminum bc I am NOT smelling like a baked onion.” (31,769 likes)
• “Non scented WITH aluminum yall.” (11,228 likes)
• “Suave or Secret. I need my aluminum and I don’t apologize.” (4,737 likes)
• “Saying NO to natural deodorants.” (4,645 likes)
• “Non scented!!! I can’t be mixing those worlds.” (3,890 likes)
Thematic Clusters
Scent compatibility — Desire for deodorants that don’t clash with perfumes — particularly favoring unscented or clean-smelling options.
Natural vs. clinical tension — Users either passionately avoid aluminum or insist on it for efficacy.
Fragrance layering — Vanilla, coconut, and gourmand-scented deodorants are often used as part of a layering routine.
Brand loyalty — Strong recurring loyalty to Dove, Secret, Old Spice, and Saltair.
Masculine/feminine marketing — Comments reflect gendered preferences, with some users critiquing these distinctions.
Fragrance Preferences
Vanilla — 281 mentions
Fresh — 242 mentions
Powder — 197 mentions
Clean — 182 mentions
Coconut — 171 mentions
Lavender — 94 mentions
Floral — 39 mentions
Sweet — 29 mentions
Citrus — 24 mentions
Musk — 10 mentions
Woody — 7 mentions
Spicy — 7 mentions
Earthy — 3 mentions
Detailed Insights
Brand Perception
• Dove is favored for both scent quality (e.g., cucumber, powder) and skin gentleness.
• Old Spice appeals to users seeking bold, recognizable scents (e.g., Fiji, Oasis) often in spray form.
• Secret and Degree are appreciated for performance, especially clinical strength or gel formats.
• Saltair and Lume appear as favored natural or aluminum-free alternatives.
Ingredients & Functionality
There’s a clear polarization around aluminum. Some users seek natural, salt-based options. Others defend aluminum-based products as essential for odor control.
Unscented deodorants are often praised for not interfering with perfume.
Mentions of 'stone,' 'crystal,' and 'non-toxic' indicate niche demand for holistic or alternative deodorant forms.
Demographic Patterns
• Women dominate the conversation, especially among those who layer fragrance thoughtfully.
• Younger consumers often express disdain for natural deodorants based on past failed experiences.
• Some comments include regional cues (e.g., “UK availability?”) hinting at international demand and access issues.
Spotlight: Donna Karan Cashmere Mist
Donna Karan Cashmere Mist was mentioned in 69 distinct comments.
It’s frequently framed as a luxury deodorant that blends well with perfume and evokes a soft, powdery scent.
Users regard it as a signature product, and some describe discovering it as a game-changer.
Quote: “When wearing gourmand/vanilla; JUST discovered Donna Karan Cashmere Mist — obsessed.”
Product Development Opportunities
Launch a line of unscented deodorants explicitly formulated to pair with fine fragrance.
Offer limited-edition scent pairings (e.g., Vanilla + Vetiver, Coconut + Cardamom) for fragrance layering.
Co-brand with Dove, Secret, or Saltair — explore partnerships for “fragrance-friendly” SKUs.
Educate on aluminum vs. natural in marketing — highlight performance and scent integrity tradeoffs.
