Which is the Most Ethical & Sustainable Deodorant Brand?

Find out how Deodorant Brands compare for ethics in our newly published ratings table

The GOOD Shopping Guide has just published brand-new research for the deodorant sector, so you can now compare the most ethical and sustainable brands on the market in our Deodorant Ethical Comparison Table.

Although deodorants are daily essentials, there are still many ethical issues within the sector. Our new Deodorant brands ethical ratings reveal that some mainstream companies are far less sustainable than they claim.

Which deodorant brands have been assessed for our new Ethical Comparison table?

This new Deodorant Ethical Comparison Table features a wide range of 28 deodorants and antiperspirants, including roll-ons, sticks, aerosols, natural formulas, and refillable options. We have included household names such as Dove, Wild, Lynx, and L’Oreal as well as more sustainable newcomers like Ben & Anna and Fussy. Discover how your favourite everyday products score — and which deodorants are best for ethical consumers who care about the environment.

What are the key ethical and sustainable issues in the deodorant market?

One of the biggest environmental concerns in the personal-care industry is packaging. According to the British Beauty Council, 95% of beauty/personal-care packaging is discarded, even when some materials are recyclable. Many mainstream deodorant brands still rely heavily on disposable plastic sticks or aerosol cans.

Some ethical brands, however, are taking major steps towards sustainability, offering plastic-free cardboard tubes, aluminium cases, and refillable systems. But not all refillable products are created equal. For example, although both Wild and Fussy offer refillable deodorants, Wild fails to meet our ethical benchmark, while Fussy achieves one of the highest ratings on our table. To see why, explore their individual brand pages linked from the table (under ‘Learn More’).

For a deep dive into the environmental issues specific to deodorant, including greenwashing and animal welfare, read our Ethical Deodorant article here.

How do we research brand ethics?

The deodorant brands you see on our Ethical Comparison Table have been researched by The GOOD Shopping Guide according to our categories covering the Environment, Animals and People.

Using thirteen different research criteria, we have investigated all 28 brands and their parent companies. This includes key issues such as Irresponsible Marketing and Political Donations, as well as broader areas like Environmental Reports and Public Record Criticisms.

For a full breakdown of what each of our criterion entails, take a look at our How We Rate article.

Which brands should you look out for?

As always, the best options are our top-scoring Accredited brands which include: Green People, Bloomtown, Neal’s Yard Remedies, Odylique, and Tropic Skincare. Other brands reaching our ethical benchmark can be found in the green portion of our table.

Readers may be disappointed to learn that well-known brands Wild, Dove and Lynx, all owned by Unilever, have failed to meet our ethical benchmark, among others.

You can explore all of the GSG Ethical scores and their breakdowns in our Deodorant Ethical Comparison Table, or browse individual brand profiles to learn more.