Get the latest gossip

It’s the pits! Would you pay £35 for one of the new, posh deodorants?

Fashionistas are forking out a fortune as the humble anti-perspirant goes high end

Where it used to be a simple case of misting armpits with Lynx or spritzing with Sure, in recent times the world of deodorant has evolved to offer products that cost as much as fancy face serums and smell as good as fine scents. “We created a deodorant from the world of fine fragrance, elevating a dark and smelly function with a combination of the care applied to skincare formulation and a unique seductive green citrus scent,” says founder Daniel Bense, formerly at luxury cosmetics brand Aesop, as well as Sunspel, a company that takes the humble white T-shirt and turns it into an aspirational wardrobe hero. In another it makes sense that a daily product should be made more pleasurable – plus supporters argue that such deodorants offer value in terms of the longer length of time it takes many to run out versus their cheaper counterparts.

Get the Android app