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With Demand for Deodorant and Antiperspirant Down, Harry’s Enters the Category The brand is counting on its connection with consumers and the rise of e-commerce to take market share Harry's reported more than $350 million in revenue last year. Harry's January 7, 2021 Much like fellow scent-enhancers mints and gum, demand for deodorant and antiperspirant declined in 2020. The need to smell good, it seems, doesn’t hold much sway in the age of social distancing, remote work and Disney+. Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insight...

AP/Mary Altaffer This story is available exclusively to Insider subscribers. Become an Insider and start reading now. Both Harry's and Billie have had their acquisitions by larger razor makers challenged by the Federal Trade Commission this year. While not all startup and direct-to-consumer brands are likely to face the same regulatory hurdles, venture capitalists active in the space say the deals highlight how founders can consider other avenues for growing their business and finding a buyer. Expanding into new product areas, ...