Did you guess which deodorant is which? They all look like Salt & Stone, don’t they?

That sleek, rounded shape of packaging has become the hallmark of the aluminum-free deodorant era. It’s clean, modern, and a clear upgrade from drugstore basics. Plus, it’s budget-friendly—thanks to ready-made molds.

The downside? As more brands embrace this design, the look is losing its uniqueness. It’s becoming harder to stand out in the crowd. Yet, a few brands still manage to shine despite the familiar shapes. Why? Because branding is what truly makes the difference. The right mix of colors, typography, and overall vibe can turn “just another deodorant” into the one customers grab off the shelf.

Now, for the numbers. According to Statista, the U.S. deodorant market is projected to hit nearly $26.64 billion in revenue this year, with a steady 3.51% annual growth rate through 2028. Globally, the body care segment is set to grow even faster, at nearly 6% annually, according to Grand View Research. In 2021, it was already worth $26.93 billion.

As you can see, the personal care niche offers massive opportunities, and your packaging doesn’t need to reinvent the wheel. No matter your budget, you can still make a strong impact.

CORPUS

STICK TO YOUR COLOR COMBINATION

Corpus, the personal care brand launched in 2018 by Jean-Pierre Mastey, started with a natural deodorant in six scents priced at $26. Now, they’ve expanded into body wash, butter, scrub, shampoo, and conditioner.

But let’s talk about what really sets them apart—their mint-green bottles paired with chic, gold minimalist typography. It’s not just pretty; it’s strategic. By sticking to this color combo across all their products, they’ve built a strong visual identity that’s hard to miss. Mint isn’t just a color for them—it’s an immersive branding universe.

On the business front, Mastey keeps things grounded with a cash flow-positive model, avoiding outside investments. This lets them grow steadily without losing control. With over 300 retail locations worldwide, including Nordstrom and Bluemercury, Corpus is thriving. Sure, their success isn’t just about the mint color, but let’s face it—it definitely plays a part.

MALIN+GOETZ

USE TYPOGRAPHY AS A VISUAL PATTERN

Malin+Goetz redefined modern apothecary design when they launched in 2004—a concept that remains as fresh today as it did decade ago. Founded by Matthew Malin and Andrew Goetz in New York, the brand blends bold, colorful typography with minimalist white packaging, creating a clean, unisex aesthetic that emphasizes transparency and simplicity.

What’s inspiring about their story is how the founders’ diverse backgrounds shaped the brand. Matthew Malin brought years of beauty industry expertise from stints at Kiehl’s and Prada, while Andrew Goetz added his marketing and design experience from Swiss design icon Vitra. After a career hiccup at Prada, Malin asked himself the game-changing question: “If not now, when?” That’s when Malin+Goetz was born.

Their guiding principle, “less, but better,” isn’t just about their products—it’s infused into their branding too. The signature use of typography—single colors paired with varying font sizes both lower case and upper case —creates a visual pattern, without the need for custom bottle shapes. By pairing clever design with vibrant colors, they’ve made even the simplest packaging iconic and unmistakably their.

SALT & STONE

FITS ANY BATHROOM SHELF—OR EVEN ELEVATES IT

Salt & Stone, a unisex skincare brand founded by former professional snowboarder Nima Jalali (unexpected, right?), has carved out a distinct space in personal care by combining natural ingredients with advanced skin science. Their minimalist packaging in pale, earthy tones seamlessly blends into any bathroom shelf, or even slightly elevating it. The design conveys a refined yet understated aesthetic, appealing to both men and women who value quality and style.

Salt & Stone’s approach positions their deodorants as more than just personal care products—they're a marker of modern sophistication, even standing toe-to-toe with brands like Aesop.

The central logotype, with the "&" symbol prominently placed, creates a minimalist yet impactful identity. Paired with the neatly aligned milliliters displayed below, it adds a subtle scientific touch that reinforces the brand's clean, modern approach to personal care.

But it’s not just their design that grabs attention—it’s the stylish, highly curated content they produce. Their approach has inspired countless brands to emulate their aesthetic and strategies, proving Salt & Stone’s influence extends far beyond their own lineup.

Originally a direct-to-consumer brand, Salt & Stone has grown into a global powerhouse, partnering with Sephora and other premium retailers while maintaining 80% of its sales through DTC channels. With consistent triple-digit growth and projected 2024 revenues between $65 million and $80 million, the brand is a testament to how sustainability and profitability can thrive together.

Their 70% female and 30% male customer base — has become a unique selling point for retailers. Now, with fresh investment, Salt & Stone is set to expand its product range, deepen retail partnerships, and solidify its position as a leader in eco-conscious personal care. Founder Nima Jalali notes, "In every single retail partner we are in, we are the No. 1 deodorant partner and often the No. 1 body wash partner, too."

CHANEL

DON’T COMPARE YOUR BRAND WITH LUXURY GIANTS—THEY PLAY IN ANOTHER LEAGUE

We all know Chanel—there’s no need for introductions here. But let’s state the obvious: when you have a brand story as iconic as theirs, paired with massive marketing investments, legendary products, and flagship stores on Paris’s most famous streets, you don’t need to overthink uniqueness. Just pick a great shape, stick the logo on it, and watch it shine.

For everyone else? If you don’t have all that backing you up, it’s time to play smart and follow our recommendations. Branding is where the magic happens.

EADEM

REFLECTING YOUR PHILOSOPHY IN EVERY ACTION

Founded in 2020 by former Google colleagues Marie Kouadio Amouzame and Alice Lin Glover, Eadem is on a mission to revolutionize skincare for women of color. Addressing hyperpigmentation and dark spots, the brand uses "Smart Melanin" technology to create safe, effective products for melanin-rich skin. Their name, Eadem—Latin for "the same" or "all"—reflects a philosophy of inclusivity and shared experiences.

Eadem’s bold design extends to their Ingrown Relief Serum, packaged in the exact shape of a deodorant. At first glance, many—including myself—mistook it for one! But this playful twist works. With bold typography, custom letters in logotype, warm-toned collages, and campaigns spotlighting unique models, the brand rejects traditional beauty clichés and embraces the duality and diversity of its audience.

Recognized by Vogue and The Cut, and supported by Glossier's Grant Initiative and Sephora's Accelerate program, Eadem isn’t just a skincare brand—it’s a platform for representation and empowering narratives makes it a trailblazer in addressing the unique needs of women of color.

WHAT WE HAVE HERE?

How many of these brands felt obvious to you? And which ones were completely new discoveries?

You might have noticed that we didn’t include Caudalie in the extended version of Revelation article. While its grape-based formulas are intriguing, neither the branding nor the packaging left us inspired enough to highlight. An apothecary-style clean beauty brand might build trust with the right audience, but let’s face it—it’s not exactly groundbreaking.

Now, back to the point: there are a few smart ways to make ready-made molds for packaging work. Take Corpus for its bold use of color, Malin+Goetz for typography, Salt & Stone for a compelling combination of logo, color palette, and campaigns, Eadem for strong brand stratagy —or, if you’re Chanel, just let the broader brand recognition do the heavy lifting. Whatever your approach, make sure your brand’s appearance truly stands out 💥🍧🦋🐩

UNDER THE HOOD

FROM ORCHIDEA

Five years in, and what a journey it’s been 🖤 Orchidea began as a tiny one-person studio in 2019, driven by big dreams and a love for design. Along the way, we’ve faced our share of challenges—pandemic, war, recession—but through it all, one thing has stayed constant: our passion for creating aesthetics and the incredible clients who trust us to shape their brands.

Today, Orchidea is all about focus—a clear direction in the beauty and wellness niche we truly love. The future we’re building isn’t about endless growth; it’s about meaningful projects, a supportive team, and a passion that keeps the fire burning!

If you enjoy our monthly content, we’d love if you could share 💌 it with your friends or colleagues who might find it interesting. We’d be super grateful!

Cheers, Orchidea team ❤️