Mitchum Deodorant: Manufacturing Challenges and Brand Renaissance in 2025

Recent Manufacturing Issues Impact Customers

Mitchum deodorant has recently faced challenges after customers reported burning sensations and redness from using their 48-hour roll-on anti-perspirant. Some users described the sensation as ‘volcanoes erupting’ out of their armpits, with the issue severe enough to prevent regular activities like running.

The company has confirmed that the problem stems from a change in manufacturing processes, not a formula modification. The issue affected a select batch of roll-on products sold in the UK, Ireland and South Africa, and the company has now reverted to its original manufacturing method.

Brand Revival and Heritage Campaign

In a parallel development, Mitchum is embracing its heritage through a bold new campaign titled ‘Southern Strength,’ which aims to connect with a new generation of consumers while celebrating its 1959 Tennessee roots.

The campaign draws inspiration from America’s sweatiest cities, predominantly located in the South, where heat and humidity are daily challenges. This strategic approach aligns with Mitchum’s Southern heritage and emphasizes performance and resilience.

Product Innovation and Availability

The company currently offers its Solid Anti-Perspirant Deodorants in various scents, including Intense Energy and Clean Control for men, and Pure Fresh for women, priced at $4.99. All formulations provide 48-hour protection, are dermatologist tested, and feature triple odor protection. These products are available through Amazon.com and major retailers including Target and Walgreens.

Looking Forward

Despite recent challenges, Mitchum continues to maintain its position in the market with its Triple Odor Defense technology, which guards against odor from heat, motion, and stress. The brand’s products are expertly formulated for 48-hour sweat and odor control, with all products being dermatologist tested.