via Business of Fashion · July 8, 2026
The Body Care Category Ripe for Gen Alpha
Personal care conglomerates and small indies alike are setting their sights on the deodorant market to get under the arms and into the beauty routines of young consumers.
The Story
Chantel Powell recalls a summer day when her sports-loving oldest son was six. After basketball camp in the morning and football practice in the afternoon, he caused Powell to experience a sensory overload. “He got in my car that evening and literally knocked my socks off. He was smelly!” she said, laughing.
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Original report
Business of Fashion
