Smells yummy, works well
Just as effective as the other deodorants but with a cheerful fruity mango scent. Once on, the scent doesn’t linger as long as some of the other deodorants (vanilla & lavender/fresh cotton) so doesn’t compete with other fragrances you might choose to wear. As with the others, doesn’t stop the sweating but does stop the stinking!
New packaging & rebranding is good, with two exceptions. Firstly the sticker seal tears the outer layer off the container, spoiling the effect of the sleek new holder, unlike the stickers on the old boxes. A minor aesthetic issue not worth losing a star over, just feedback.
Secondly, I could be mistaken but I’m sure the old deodorants were 100gm - so nearly a third more than these new 70gm ones. A fact not mentioned in the rebrand marketing strangely enough! I get that costs rise, but for Ethique to succumb to shrinkflation without transparency about it is a bit disappointing, tbh. It means a deodorant that used to be quite pricey but fairly long lasting is now quite pricey and will definitely not last as long… Had there been transparency about rising costs of ingredients, manufacturing etc, this would have been an easier pill to swallow.
As it stands, I’ll continue to buy (for now) as it’s my preferred product, but please consider that many of us loyal customers are loyal because of the values of the company- including transparency.
Ethique Australia
Hi Helen,
Thanks so much for taking the time to leave such a thoughtful and detailed review, Helen. We really appreciate you sticking with us and sharing this feedback.
You’re absolutely right to call out the sticker seal. That was only used on the very first batch of our new-look deodorant tubes, and we heard quickly that it could tear the outer layer. We’ve since removed the sticker entirely, so this isn’t something you should see moving forward.
On the size point, we also want to clear this up transparently. Our deodorants have always been 70g, including back when they were sold as nude square blocks and later in the original round tube format. There hasn’t been a size reduction for our deodorant range as part of the rebrand, which is why it wasn’t highlighted as a change.
We really appreciate you calling out transparency as a value that matters to you. That’s something we take seriously, and feedback like this genuinely helps us spot where we can communicate more clearly.
Thanks again for your honesty and for continuing to support us. It means a lot 💚
Team Ethique
