5 Deodorant Brand Success Stories [2024]

Updated: November 19th, 2023
Start A Deodorant Brand

Deodorant is one of the crucial personal care items used by consumers regularly. Consumer requirements are changing, and there is a need for innovators to come up with creative ways to fulfill the changing requirements.

The changing customer preferences and needs create a window of opportunity for new entrepreneurs who want to start a deodorant/antiperspirant business.

To start a deodorant business, research the market and understand who uses deodorants and how often. Then, understand what qualities the line of customers expects in deodorant to guide your business strategy.

Here are some real life success stories of starting a deodorant brand:

1. SmartyPits ($2.2M/year)

Stacia Guzzo, the founder of SmartyPits Deodorant, was inspired to create her aluminum-free deodorant after her mother's battle with aggressive breast cancer. After learning about the links between aluminum and breast cancer, she began experimenting with creating her own skincare products, which eventually led to the creation of SmartyPits. In just 21 months, SmartyPits grew from making under $100,000 in 2016 to over $500,000 by the end of Q3 in 2018.

How much they make: $2.2M/year
Current team size: 13

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How Stacia Guzzo Pivoted and Started A $58K/Month Deodorant Product

SmartyPits is a fast-growing deodorant company that has gone from making under $100,000 in 2016 to making over $500,000 by Q3 2018, after the founder's experience as a breast cancer survivor led to developing an aluminum-free deodorant.

About
Stacia started SmartyPits about 10 years ago
Revenue
Stacia grew the business to $183K/month
Read by 11,666 founders

2. American Provenance ($960K/year)

Kyle LaFond, the founder of American Provenance, came up with the idea for his natural products manufacturing company while working as a middle school science teacher. He noticed that many of his students were using body sprays filled with harsh chemicals, and decided to teach them how to make their own personal care products using minimal ingredients. This experience, combined with his own desire for high-quality natural products at affordable prices, inspired him to launch American Provenance.

How much they make: $960K/year
How much did it cost to start: $225K
Current team size: 9

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I've Generated $3M With My Deodorant Making Business

American Provenance, a natural products manufacturing company, achieved over $3M in lifetime revenue by creating high-quality natural products intended primarily for men, with a unique approach of building their reputation and customer base one store at a time.

About
Kyle started American Provenance almost 9 years ago
Revenue
Kyle grew the business to $80K/month
Costs
It cost Kyle $225000 to start the business
Read by 6,108 founders

So... can you actually make money with a deodorant brand?

Of course. There are millions to be made in this industry.

But how?

  1. Research real, profitable businesses and see exactly how much money they make.
  2. Study exactly what works, and what doesn’t.
  3. Take action, because now you have the roadmap.

Join Starter Story and build your next big thing:

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3. Wild ($33.6M/year)

Charlie Bowes-Lyon came up with the idea for Wild after recognizing the increasing consumer demand for sustainable products. He initially started a side business selling reusable coffee cups and water bottles, which was a success. Inspired by the shift in customer sentiment towards packaging and waste, Charlie and his co-founder decided to tackle bathroom waste by creating a refillable, natural deodorant. With a focus on sustainability and an innovative product, Wild has scaled into a global brand with over a million customers and trading at upwards of £25m ARR.

How much they make: $33.6M/year
How much did it cost to start: $120K
Current team size: 50

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How These Two Founders Built A $30M Refillable Deodorant Brand

Wild, a sustainable personal care brand that aims to remove plastic waste from the bathroom, scaled into a global brand in just two and a half years, selling to over a million customers and trading at upwards of £25m ARR, through their successful product innovation, diversification in marketing channels, and strong community engagement.

About
Charlie started Wild almost 4 years ago
Revenue
Charlie grew the business to $2.8M/month
Costs
It cost Charlie $120000 to start the business
Read by 3,920 founders