The Growth of the Natural Deodorant Market - Interview with Thomas Laird

Thomas Laird, Managing Director of Salt of the Earth, talks to Organic & Natural Business Magazine about the growth and evolution of the natural deodorant market, and the consumer concerns which are driving this growth:

Is awareness growing around the issues connected to using conventional deodorant products?

The demand for our Salt of the Earth range of natural deodorants has increased exponentially over the last 2 – 3 years, a result we believe of several factors, one of which being greater awareness of the issues surrounding antiperspirant use.  However, this growth can also be attributed to the vast improvement in the quality and effectiveness of natural personal care products in recent years, and their increasing attractiveness to consumers committed to a healthy lifestyle.   

What are the issues that retailers should be educating their customers about?

Conventional antiperspirants reduce body odour by using a synthetic ingredient (typically Aluminium Chlorohydrate) to ‘plug’ the skin’s pores, and artificially impede one of the body’s key physiological processes - sweat formation.  Chemical preservatives and antimicrobials, such as parabens, triclosan and MI (the type of ingredients found in household cleaning products and sanitisers), are also contained within most traditional deodorants.  It is the inclusion of synthetic, chemical compounds like these, and in particular, the use of Aluminium Chlorohydrate which, when combined with the prevention of sweat formation, has sparked debate over the safety of antiperspirant use, and has led some countries (including the US) to classify these types of deodorants as Over The Counter (OTC) drugs.

Looking specifically at deodorants, what ingredients should be avoided?

The link between Aluminium Chlorohydrate and breast cancer is the subject of fierce ongoing debate among researchers.  Once applied to your body, this metal compound is absorbed into the skin’s pores, forming a physical ‘plug’ against the excretion of sweat.  This obstruction disrupts the natural perspiration process, which your body uses as both a cooling mechanism, and a way to expel toxins.  It has been suggested that the Aluminium Chlorohydrate contained within the ‘plug’ is then absorbed into the blood stream, causing changes in the oestrogen receptors of breast cells.  Because oestrogen can promote the growth of cancerous (and non-cancerous) breast cells, some scientists have claimed that aluminium-based antiperspirants may increase breast cancer risk.  However, while multiple studies have investigated aluminium absorption and the content of breast tissue, to date no clear evidentiary link to cancer has been identified.