New Delhi: Personal care and hygiene is taking the centre stage, with not only Gen Z but also millennials becoming the key drivers of innovations, diversity and consuming items or products which best benefit wellness and overall good health. Products that not only make a person smell nice but also are good for wellness or do not harm skin or cause irritation are loved by all age groups these days.

For the body fragrances and freshness, whole-body deodorant creams are among the latest product categories to have picked up pace among this generation, a trend that is completely transforming the way personal hygiene is thought about, practised, and marketed. We all have relied completely on deodorants or perfumes to smell fresh and classy, but these days, deodorant creams are taking over and becoming the new trend for all the right reasons.

Deodorants are no longer just for the unerarm use, but this reinvented form of deodrants as perfume is a perfect way to use it all over the body, like the underboob, belly buttons, thighs, feet, privates, and more. It’s not a fleeting trend; it’s an expression of a profound cultural and generational revolution which is evolving and loved by all.

Functional to Intentional Hygiene

Astha Jain, CEO and co-founder of imfresh, shares her insight on how body deodorant creams are not only functional but also a great addition for personal hygiene. “For millennials and Gen Z, hygiene is not a box to check—it’s a part of a broader self-care story. While past generations saw deodorant as a Band-Aid solution against sweat, younger consumers consider personal hygiene to be a part of their identity and wellness journey.

Whole-body deodorant creams resonate with their values—multi-functional, safe, inclusive, and effective. Such creams are usually skin-nurturing, non-irritating, and chemical-free. Rather than pungent, artificial scents, they provide light, natural nuances that don’t overpower or conflict with individual fragrances.

A shift in lifestyle

The growing popularity of whole-body deodorants is also connected to shifting lifestyles and climate factors. With the rise in temperatures and longer summers, India’s heat and humidity render full-body freshness more than a luxury—it becomes a necessity. And then there are activewear, body-hugging pieces, synthetic materials, and extended periods spent outside, so sweat isn’t confined to underarms any longer.

Gen Z and millennials are more active than ever—cycling, yoga, travel, gym, festival, work—all necessitate solutions that make them fresh from head to toe. What makes body deodorant creams especially attractive is their discreet usability. Unlike sprays or roll-ons that are often loud and visible, creams offer a private, intentional application experience. They’re easy to carry, quick to apply, and can be used without drawing attention—ideal for modern on-the-go routines.

Deodrants that doubles as skincare

Deodorant creams for the body are not only odour-blockers; they’re hybrids. With the addition of skin-friendly, natural ingredients, they become luminescent skincare solutions in themselves. Whether it’s calming hyperpigmentation on sensitive areas, moisturising dry skin, or lightening dark spots, these creams are body care treatments.

This two-for-one gimmick highly appeals to bargain-seeking millennials and Gen Z shoppers, who expect more from every purchase they make. They want quality, performance, and purpose combined into one.

To Gen Z and millennials, body-covering deodorant creams are not about smelling good—about feeling confident, feeling good, and expressing self-care on their own terms.