[purchase] Thanks to my globe-trotting travel journalist friend Tamara, I get beauty updates from around the world. Most recently, she sent me pictures of the Native x Baked By Melissa collection. As baking shows get more popular, it seemed only a matter of time for the notoriously staid deodorant market to see an opportunity. Deodorants are traditionally ‘fresh’ with forays into fruity scents and light florals, while other body products are all over the patisserie as scent appropriate for moisturisers, sugar scrubs and body sprays.
I did some light research in my local Superdrug for ‘flavours’ and so far, the only mainstream deo brand to go with anything approaching GBBO is Lynx with their Leather & Cookies – for men. So, that’s weird – the idea that men would like a cookie deodorant more than women would. There’s no reason why not of course, but it doesn’t seem as obvious.
So, I find myself (thank you Tamara) with an Oat Milk Latte deodorant from Native. It’s not quite on the same sweet level as the cupcake varieties but I can say that there is something very strange about your armpits smelling of sweet coffee and just made me realise that food is the next sweat slayer.
The Baked by Melissa collection for Native includes Tie-Dye Vanilla Cupcake, Mint Cookie Cupcake, Fresh Peach Cupcake and Ginger Lemonade but Native has been edging into food scents with the likes of Buttercream & French Vanilla, Sugar Cookie and Candy Cane.
In order for the collaboration with Melissa to happen, the originals must indicate good sales. Personal care – which deodorant falls into more than beauty really – is full of sweet scents but so far, deodorants have stayed ‘safe’. It won’t surprise me one bit if what we start to see is a influx of cake and cookie scents across the deo aisles. If this idea appeals to you, I’d love to know what you’d like to smell encapsulated under your armpits – Fondant Fancies, Battenburg or maybe Black Forest Gateau? Currently, US brand Native isn’t shipping to the UK.
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