How Have Deodorants Gone From Frustrating To Essential?

In the midst of a heatwave and with the extremely hot and humid summer weather fast approaching, having a nice-smelling, effective vegan deodorant is vital to avoid discomfort whilst also wiping out the odour-causing bacteria on the skin.

Unlike a conventional antiperspirant, which relies on chemical preservatives, parabens and aluminium chlorhydrate, all the natural deodorants we stock primarily use mineral salts, the most effective natural alternative to often-irritating mass-produced deodorants.

It is, perhaps, the final step in the development of deodorants, which have seen constant evolution for well over a century, that has turned what was a messy and frustrating addition to many toiletries cabinets into one of the most important parts of your routine in summer.

How did this happen? How have deodorants constantly evolved and changed to meet a changing world? And why is returning to nature a natural evolution of deodorants going forward?

Who Invented The First Deodorant?

Whilst body odour had always been a concern, bathing and perfumes were the most common solutions, with a goal based around masking the smells that were there rather than trying to eliminate the cause.

In 1888, the first ever commercially sold deodorant, Mum, was developed and patented by an inventor in Philadelphia who remains unknown.

The name itself has been credited to the inventor’s nurse, who was nicknamed “Mum” due to her bedside manner, or it could be a reference to the turn of phrase “keeping mum”, or keeping a secret.

The original concoction used zinc oxide as an antibacterial agent, which was applied as a cream that felt somewhat waxy to the touch rather than a spray or roll-on applicator.

Nowadays, zinc oxide is typically used to treat minor skin irritations rather than being used as a deodorant, but this marked the first time that a deodorant was available for customers to buy.

It would take another three decades before it would become popular, and the name Mum would become important half a century later.

Why Did People Start Using Deodorant?

With Mum being sold in the 1880s and the early antiperspirant Everdry being first sold in 1903, it is perhaps surprising that for decades after they were invented, deodorants were not particularly popular.

Whilst Queen Victoria died in 1901, the particularly Victorian idea of keeping quiet about bodily functions persisted until at least the First World War, and this included body odour.

Perfume was used instead of deodorant, and perspiration was typically fixed through physical shields made of cotton worn under the clothes or antimacassars to stop sweat soaking into furniture.

Neither Mum nor Everdry were particularly successful, and it would take a young entrepreneur to finally change how people think about sweat.

The Pioneer Of Modern Deodorants

Cincinnati-based teenage entrepreneur Edna Murphey spotted an opportunity in 1912 to sell an antiperspirant invented by her dad as an answer to sweaty, smelly armpits.

Her father, a local surgeon, had created a red liquid antiperspirant that kept his hands dry during surgery, and when she tried it under her arms, she realised that it was highly effective.

Sensing an opportunity, she established the Odorono Company, rented an office in downtown Cincinnati, Ohio, and started to sell the product by directly marketing to women.

The problem was that nobody wanted it; they thought it was unhealthy, worried about the red colouring and acid solvent staining, or even damaging their clothes and did not see a need for it.

Initially, Odorono was marketed in relatively defensive terms, stressing its medical credentials and safety, but in 1919, the tactic changed.

An aggressive marketing campaign describing perspiration as embarrassing and a social faux pas that people were not even willing to talk directly about shocked and insulted millions, but it also significantly increased sales.

By the 1930s, the same approach was used to sell to men as well, typically focusing on how body odour could potentially ruin your career during the Great Depression.

Who Invented The Antiperspirant Spray?

Most people use the terms deodorant and antiperspirant interchangeably, but whilst deodorants focus on eliminating the odour-causing bacteria which cause sweat, antiperspirants aim to stop sweating entirely.

This has historically involved the use of aluminium chloride, but the problem with aluminium chloride is that its acidity makes it somewhat irritating on the skin, something not helped by the fact that acid was often also used as a preservative to keep it working.

Jules Montenier found a solution in the form of a nitrile, which made it far less irritating to use, and with that came Stopette in 1941.

This, in combination with an atomiser-like spray bottle, made it one of the first extremely popular deodorant products, aided by an extremely long-running sponsorship agreement with the American game show What’s My Line.

Such was the extent of the sponsorship deal that not only was the patented squeeze atomiser bottle the scoreboard for the show, but Mr Montenier also appeared on the show alongside the highly popular actress Jayne Mansfield.

Who Invented The Roll-On Applicator?

Our natural vegan deodorants come as either a spray or roll-on applicator, both of which were invented at roughly the same time. 

In the late 1940s, the long-standing deodorant brand Mum revolutionised the deodorant world by developing a roll-on applicator inspired by the ball-point pen.

Roll-on deodorant made it far easier to regularly apply deodorants, and between 1942 and 1957, deodorant sales increased over 600 times, turning what was a relatively niche product into an everyday essential.

Who Invented The Aerosol Deodorant?

This was further increased by the release of Right Guard, the first ever aerosol antiperspirant in the 1960s, which allowed for easier application without needing to touch the underarms or the deodorant fluid itself.

Why Have Natural Materials Become So Important In Deodorants?

The primary active ingredients used in commercial deodorants have not changed in over a century, and whilst the formulations have slightly adjusted, the environmental and health concerns have remained.

However, natural minerals provide the same deodorant effect but without the same level of irritation, giving you peace of mind and greater comfort whilst also keeping you smelling amazing.