Stinky Britain is in the grips of a B.O crisis and I know why – there are 6 reasons you might be whiffy & easy solutions
BEAUTY editor Jo Hoare has had enough of Britain's summer stink. But are natural deodorants really to blame?
Soap-dodgers beware, as she investigates what's really making the nation so whiffy.
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YOU know what I didn't expect to make a comeback in 2025? Body odour.
Sure, some of these Nineties trends (disc belts, I'm looking at you) are a little questionable, but I never imagined I'd be reliving the stink of my sixth form common room, which was full of sweaty teens using only Impulse and Lynx to dull their hormonal armpits.
We all smell sometimes, but anyone who has been on a train or bus, or to a shop or supermarket, during the recent heatwave can't fail to have noticed one thing: B.O is officially on the rise.
It's got so bad that I've seriously considered messaging BBC Breakfast weather presenter Carol Kirkwood to ask if she'll include an 'odour-ometer' alongside her pollen count, just so I know whether to dig out my old Covid masks and a vial of smelling salts to make my morning commute more bearable.
I'm not alone, either, as last month a poll revealed that almost half of Brits (47 per cent) live in fear of developing sweaty smells.
But what's causing this current B.O bonanza?
Two words: natural deodorant. Once the mainstay of hippy shops and those weird catalogues that fall out of gardening magazines, we've moved away from gunky pots that looked like you'd find them at the back of the fridge, or strange rocks you were supposed to rub into your pits.
Now, natural deo is a thing of beauty, with designer scents, instagrammable packaging and – shockingly – zero change from £20 vibes.
But there's one problem. It often doesn't work.
On a chilly day, where temperatures don't reach double digits and you're doing nothing more strenuous than making a cuppa, you might just be OK.
But chuck in sunshine, any form of physical activity, or the merest hint of a haywire hormone and you're done for.
Even the rich and famous aren't immune. Made In Chelsea 's Melissa Tattam admitted on her Wednesdays podcast with Sophie Habboo that, due to using natural deodorant, she 'f***ing stinks'.
So why are we doing it to ourselves? I get it. I've dabbled in the natural stuff, too, driven by a desire for sustainability, curiosity and wanting to have a product on my dressing table that didn't scream 'stops you stinking for 72 hours you filthy pig'.
(Sidenote: who actually needs their deodorant to work for three days? Have a shower.)
I wanted to be a believer in natural deodorant, I really did. But I also wanted to be able to lift my arm to hold the rail of the Tube without my fellow passengers collapsing.
So what is it about some natural deodorants that makes us more prone to ponging?
'Most natural deodorants don't contain aluminium salts, the key ingredient in traditional antiperspirants that physically blocks sweat glands and reduces perspiration,' explains GP and women's health specialist Dr Deepali Misra-Sharp.
'Instead, natural formulations usually rely on ingredients like baking soda, arrowroot powder, or magnesium hydroxide to neutralise odour rather than prevent sweating.
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'In high temperatures, or when you're hormonally prone to sweating more – as with perimenopause, menstruation, or pregnancy – or exercising heavily, this can be a losing battle.
'There's also limited peer-reviewed evidence for the efficacy of many 'natural' deodorant ingredients and many products also need frequent reapplication to stay effective, which isn't always practical.'
So far, so stinky. But it's not entirely the fault of natural deo – some people seem to actively encourage unwanted whiffs with their bad habits.
Here's my rundown of the worst offenders:
The smug cyclist
We get it, you're saving the planet – and a fortune in train fares.
What you're not saving is our noses. If your morning journey requires any kind of exertion, then please factor in time for a pre-work shower.
The fast fashionista
Man-made fabrics might mean you can have a different outfit every day of the summer for less than the price of a meal deal, but you might be costing yourself friends.
Polyester, nylon and acrylics trap moisture, heat and odour creating a toxic B.O timebomb.
The sock dodger
Gen Z have done us a favour with their crew sock obsession.
Admittedly, they can end up looking like those compression socks people wear to combat DVT, but at least they don't have stinky feet.
Even trainer socks lead to cheesy trotters, slipping down just enough to allow foul foot odours to infiltrate your footwear.
Night-time showerers
I like an extra ten minutes in bed as much as the next person, but skipping a morning shower when the nighttime temps haven't dropped below 20 is a bad idea.
Yes, it's nice to get into bed feeling fresh, but right now, showering first thing is a B.O-busting no-brainer.
The WFH brigade
Working from home has its perks, but it's made some of us forget basic hygiene rules.
Wearing the same shirt all week is fine if your only co-worker is a houseplant, but once you rejoin the human race, it's time to reacquaint yourself with the washing machine.
Luna Daily The Everywhere Spray-to-Wipe, £12, Boots
Spritz some of this on a tissue and you've got your own all-over cleansing wipe – perfect for freshening up pits and bits.
Deofresh Insoles, £2.99, Superdrug
Not just for pongy trainers, these are perfect for that other Nineties stink magnet, the ballet flat. Pop them in every pair, pronto.
Dettol Antibacterial Soap, £2 for two, Boots
Glamorous it ain't, but if you have strong-smelling pits or feet, then you might want to switch your shower gel out for an antibac body wash or soap. It will help get rid of the B.O-causing bacteria on your skin.
Avoid your delicate bits and use with a sponge or shower puff for a good lather.
Sure Women Whole Body Deodorant Cream, £2.62 (reduced from £5.25), Boots
Because it's not just pits that sweat, the deo market has realised that we might need help in, erm, 'other areas'. This is the best of the bunch and great for anyone who suffers from a clammy cleavage or thigh chafing.
The Ordinary Glycolic Acid Exfoliating Toner, £7.70, Lookfantastic.com
Don't want to fork out on anything new? You might already have the secret to sweet pits in your bathroom cabinet.
If you find you're still a bit whiffy, even after a shower, then soak a cotton pad with a glycolic toner and sweep over underarms. It won't stop future sweating, but it will help get rid of bacteria from old sweat.
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