From ingredient-conscious skincare to refillable routines, the next wave of personal care is about doing less — without compromising on performance

For years, natural deodorant has carried a reputation for being a product people want to love, but often struggle to use.

While many consumers are looking to simplify their routines and choose products with more considered ingredients, the challenge has always been finding natural alternatives that deliver on the basics: reliable odour protection, comfort and all-day performance.

Now, as the low-tox beauty movement continues to grow, more people are taking a closer look at what goes into everyday personal care products - including the deodorant they apply daily.

New Zealand personal care brand Dulesé was created in response to this shift, after founder Amelia Jory found herself questioning whether there was a better approach to a product used by millions of people every day.

“It got me thinking, what exactly are we applying to our body's largest organ - our skin - and whether it could be harmful,” says Jory.

“After much research - I was pretty taken back with what I found in our daily ‘chemical rollers’. I noticed a lot of ingredient names I didn’t recognise. It made me realise, we all deserve better. Something that’s good for us, good for the planet, and actually works.”

Why are people switching to natural deodorant?

Unlike traditional antiperspirants, which often rely on aluminium-based compounds to reduce sweating, natural deodorants typically focus on managing odour while allowing the body’s natural processes to continue.

However, the transition isn’t always easy. Many people who try natural deodorant find themselves disappointed by formulas that don’t last through busy days, exercise or warmer weather.

For Jory, the gap between consumer expectations and what was available in the market highlighted an opportunity to rethink the category.

Rather than creating another beauty product built around compromise, Dulesé was developed around the idea of simplifying daily routines with fewer, more considered ingredients — without sacrificing effectiveness.

What should you look for in a natural deodorant?

For those looking to make the switch, ingredient choices and formulation are key.

Dulesé’s refillable deodorant uses magnesium hydroxide to help neutralise odour, tapioca starch to absorb moisture and plant oils to condition the skin. The formula is free from aluminium, baking soda and synthetic fragrance, which can be common triggers for irritation for some users.

The cream-based formula also includes Dermosoft®, an ingredient designed to support protection against odour-causing microbes.

Beyond ingredients, the format itself reflects another growing trend in personal care: products designed to reduce waste and simplify routines.

Dulesé’s reusable case is made from 100% post-consumer recycled materials, with individual refills available separately to reduce the need for single-use packaging.

The rise of gender-neutral, multi-use personal care

The shift towards more intentional beauty routines is also changing how consumers think about fragrance and personal care.

Rather than separate products for different genders or occasions, many consumers are looking for versatile options that fit seamlessly into everyday life.

Dulesé’s debut scent, No.1, was developed with this in mind — created by a French-trained perfumer as a unisex fragrance designed to work as both a deodorant and solid cologne.

“It’s slightly smoky yet fresh and clean, with notes reminiscent of fresh laundry with a subtle herbaceousness, like hanging out by a tomato and basil patch at home,” says Jory.

The move reflects a broader evolution in personal care, where consumers are increasingly looking for products that are effective, considered and adaptable.

A new era for natural personal care

As interest in ingredient transparency, sustainability and simpler routines continues to grow, natural deodorant is becoming less about making a compromise and more about finding products that align with changing consumer expectations.

For Dulesé, the goal is simple: prove that natural and effective do not need to be opposing ideas.

Dulesé retails for $40 for a case and refill, with additional refills available for $34.99. The brand is available online at dulese.com.au and through selected stockists.

About Dulesé

Dulesé is a New Zealand-born personal care brand founded by Amelia Jory. Built on the belief that natural and effective are not mutually exclusive, the brand’s refillable, vegan and aluminium-free deodorant has gained recognition across Australia and New Zealand for its performance-first approach to natural personal care.