Glossier is expanding its offerings beyond beauty with a natural deodorant as it gears up for a retail launch. The fresh product is a sign that the brand is pivoting to renew its focus on sustainability, recognising the demand from consumers and its loyal fanbase for eco body care.

Though deodorant is rarely known for novelty, start-up Akt London has captivated both buyers and industry professionals with its elevated approach to the everyday roll-on. As shoppers seek out more sustainable beauty options, Akt is helping people inject some green into their routine.

Launching during a pandemic is risky, but for essentials brand Arfa, it was a chance to demonstrate its core belief: community comes first. With people looking for products to meet more than their basic needs, can Hiki by Arfa’s approach set a new agenda for marketing deodorants and body wipes?

As anxieties around COVID-19 have segued into a deeper and more consistent malaise, a longing for simpler times has caused some people to reshape everyday behaviours around comforting goods and long-established rituals. How is this sense of nostalgia impacting beauty and wellness habits?