Gen Z & Millennials are allegedly not wearing deodorant.

Gen Z & Millennials are allegedly not wearing deodorant. According to YouGov, 39% of 18-24-year-olds and 31% of 25-34-year-olds say they haven’t worn antiperspirant or deodorant in the last 30 days. Almost half of 18-24-year-olds even say they haven’t purchased those products in the last year, hinting a potential “shrinking market.” YPulse’s recent beauty and personal care survey found that 64% of 13-36-year-olds use antiperspirant—so there is definitely a segment of young consumers who are going without. (YouGov)