Dawn Watts Disrupted the Deodorant Category 6 Years Ago — Now the Entire Beauty Industry Is Playing Catch-Up

It Just Works®: The Brand That Started the Whole-Body Deodorant Revolution
Founder Dawn Watts Disrupted the Deodorant Category 6 Years Ago — Now the Entire Beauty Industry Is Playing Catch-Up

MONMOUTH BEACH, NJ — It Just Works, the pioneering full-body deodorant supplement brand, announces its continued leadership as the original creator of the whole-body deodorant trend that’s now sweeping the beauty and personal care industry.

While major legacy brands and multinational personal care companies are now investing heavily in “whole-body deodorants” — as recently highlighted by Cosmetics Business, which reported the surging consumer interest in products designed for full-body odor control beyond the underarms — It Just Works has been redefining what odor care means for consumers since 2019. (Cosmetics Business)

Disrupting a Category and Creating a New One
Before whole-body deodorants appeared on supermarket shelves and mainstream press pages, It Just Works founder Dawn Watts saw a fundamental flaw in the deodorant category: traditional products only targeted underarm odor, leaving the rest of the body’s fragrance needs ignored. Driven by personal experience with ineffective natural deodorants and an intense focus on real results, Watts began experimenting with formulas and mechanisms that could stop odor at the source — internally, rather than simply masking it externally. After years of research, formulation and clinical testing, she launched the world’s first full-body deodorant supplement, reinventing how people think about body odor. (It Just Works Deodorant)

“People have been conditioned to think deodorant is only for underarms,” said Watts. “Our approach was simple but radical: if odor comes from inside the body, why not neutralize it from within? Six years on, that idea has transformed into a category that manufacturers around the world are now racing to enter.”

From Innovation to Category Boom
According to recent industry coverage, consumer demand for whole-body deodorants is rapidly increasing, with broader market players launching whole-body formulations and advertising campaigns to capture attention. (Cosmetics Business) But It Just Works was there long before the trend — proving its efficacy and safety and building loyal, word-of-mouth-driven demand years ahead of the mainstream.

Clinically-Proven and Consumer-Beloved
Thanks to its unique internal mechanism, It Just Works deodorant supplement has been shown to reduce odor across the entire body — including underarms, feet, breath and intimate areas — with consistent, daily use. It stands apart from conventional sprays, sticks or creams because it works systemically, addressing the root cause of odor without aluminum, parabens or harsh chemicals. (Facebook)

About It Just Works
Founded in 2019 by industry disruptor Dawn Watts, It Just Works introduced the world to an entirely new way of thinking about odor control — one that goes beyond conventional deodorants to offer full-body odor protection from the inside out. As a female-led, USA-made brand, it has inspired broader industry innovation and shifted cultural expectations around personal care and confidence.

Media Contact:
It Just Works Public Relations
Email: press@itjustworkswellness.com
Website: www.itjustworkswellness.com