Old Spice
Old Spice, founded in 1938 and owned by Procter & Gamble, is a men's personal care brand selling deodorants, antiperspirants, body washes, body sprays, shampoos, and lotions across mass-market retail, online marketplaces, and a DTC storefront, serving primarily U.S. male consumers from teens through middle age.
- Company typePrivate
- Founded1938
- HeadquartersCincinnati, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Old Spice does
Old Spice is a men's personal care brand founded in 1938 and wholly owned by Procter & Gamble (NYSE: PG), with the brand team operating out of Cincinnati, Ohio. The company sells deodorants, antiperspirants, body washes, body sprays, shampoos, conditioners, and hand and body lotions, organized into collections including Red Collection, Wild Collection, GentleMan's Blend (aluminum-, paraben-, phthalate-free for sensitive skin), Total Body Deodorant (spray, stick, and cream formats designed for full-body use), and the premium Spice Alchemist Collection (cologne-infused deodorants, body washes, and body mists introduced in February 2026). Underlying technology centers on odor and sweat control through mineral-based antibacterial formulations, a nitrogen-powered whole-body propellant, a Re-Fresh odor-fighting technology for body sprays, and a cologne-infusion system that performed favorably against $300+ fragrances in blind consumer testing.
The business model is classic consumer packaged goods: revenue comes from unit-priced physical product sales at mass-market price points (most deodorants under $5, antiperspirants $5–$10, premium tier from $12.99), distributed through mass-market retail (Walmart, Amazon, pharmacies), the DTC storefront at oldspice.com (free shipping over $40, U.S. contiguous 48 states only), and online marketplaces. Retention is driven by the Clippership Club loyalty program, bundling promotions, and limited-edition collaborations (e.g., the Super Mario Galaxy Movie collection with Nintendo and Illumination). Primary customers are men and young men (teens to middle age) seeking daily odor and sweat protection, fragrance identity, and increasingly sensitive-skin and premium-tier options; secondary segments include Gen Z men (targeted via the Boyz II Men "End of Adolescents" campaign) and sensitive-skin consumers.
Growth and brand-building are anchored by high-spend, culturally resonant marketing — including the 2010 "Smell Like a Man, Man" campaign (1.4 billion impressions, 100+ awards, doubled body wash sales), the 2026 Super Bowl LX "Unrivaled Freshness" activation, ongoing Wieden+Kennedy creative leadership, the fourth-year School of Swagger youth mentorship program with Big Brothers Big Sisters of Miami and Walmart (1,300+ attendees), and P&G-supported social initiatives such as the "Sound of Inclusion" accessible concert in Cyprus. Old Spice holds the #1 U.S. men's shampoo position (Nielsen xAOC week ended 01.11.25). Standalone brand revenue is not disclosed by P&G.
Old Spice firmographics
Firmographics- Name
- Old Spice
- Legal name
- Old Spice (Brand of Procter & Gamble)
- Website
- https://oldspice.com
- Company type
- Private
- Founded year
- 1938
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Old Spice, founded in 1938 and owned by Procter & Gamble, is a men's personal care brand selling deodorants, antiperspirants, body washes, body sprays, shampoos, and lotions across mass-market retail, online marketplaces, and a DTC storefront, serving primarily U.S. male consumers from teens through middle age.
- Ownership category
- akta.pro rank
Old Spice industry classification
Industry- Product category
- Men's Personal Care / Grooming
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Men’s Deodorants & Antiperspirants (CRABAGAG)
- akta.pro secondary industries
- Men’s Bath & Body (Body Wash, Soap, Body Lotion) (CRABAGAH), Body Sprays & Mists (CRABADAC), Deodorants & Antiperspirants (CRADANAA), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Conditioners & Hair Masks (CRABABAB)
Keywords
Where Old Spice is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Old Spice business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Consumer Packaged Goods (CPG) Product Sales: Old Spice generates revenue entirely through the sale of physical personal care products including deodorants, antiperspirants, body washes, shampoos, conditioners, body sprays, and body lotions. Products are sold through three main routes: (1) DTC e-commerce via oldspice.com with free shipping on orders over $40, (2) major retail partners including Walmart, Amazon, pharmacies, and general merchandise retailers, and (3) the Clippership Club loyalty program that incentivizes repeat purchases. The brand operates on a standard CPG model with per-unit pricing and periodic promotional discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Deodorant / Antiperspirant — aluminum-free deodorants and antiperspirants in stick and spray formats |
| Unit Pricing | Pay-as-you-go | Super Mario Galaxy Movie Limited-Edition Collection — body wash, deodorant, body spray, 2-in-1 shampoo & conditioner |
| Unit Pricing | Pay-as-you-go | Super Mario Galaxy Movie Collection — deodorant, body spray, shampoo, body lotion |
| Unit Pricing | Pay-as-you-go | Spice Alchemist Collection — cologne-infused deodorants, body washes, body mists (premium tier) |
| Unit Pricing | Pay-as-you-go | Total Body Deodorant — whole-body spray, stick, and cream formats |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Old Spice product offering
Product offeringCore offering
Old Spice manufactures and sells men's personal care products including deodorants, antiperspirants, body washes, shampoos, conditioners, body sprays, and body lotions. Its portfolio spans mass-market lines (Red Collection, Wild Collection), sensitive-skin formulas (GentleMan's Blend), full-body deodorants (spray, stick, and cream formats), and a premium tier (Spice Alchemist Collection). Products are sold direct-to-consumer via oldspice.com and through mass-market retailers such as Walmart and Amazon.
Product overview
Old Spice is a men's grooming brand owned by Procter & Gamble offering a comprehensive portfolio of personal care products organized into distinct collections. The core portfolio includes the Red Collection (signature scent deodorants and body washes), Wild Collection (legendary fragrance body sprays and deodorants), GentleMan's Blend (gentle, natural ingredient products), and specialty antiperspirants. Key products span deodorants, antiperspirants, body washes, shampoos, hand and body lotions, and whole body deodorants available in stick, spray, and cream formats. The brand recently launched the premium Spice Alchemist Collection (cologne-infused products) and maintains limited-edition collaborations like the Super Mario Galaxy Movie partnership. Products emphasize 24/7 freshness, signature masculine scents, and formulations for various needs including sensitive skin and natural ingredients.
Differentiator
Problem solved
Functional benefit
Brands
- Red Collection: Premium grooming line featuring signature scents including Swagger, Legacy, Headliner, Ace, and Stratus. Includes deodorants, antiperspirants, body washes, and body sprays designed for long-lasting freshness and scent customization.
- Wild Collection
- Gentleman's Blend / GentleMan's Collection
- Total Body / Whole Body Deodorant
- Spice Alchemist Collection
- Swagger Signature Scent Control System
- Clippership Club
- School of Swagger
Products and services
- Red Collection Deodorants Aluminum-free deodorants in signature masculine fragrances including Swagger, Captain Scent, Legacy, Headliner, Ace, and Aqua Reef. Provides 24/7 odor protection and long-lasting scent.
- Red Collection Body Washes Body washes with bold masculine fragrances designed to be combined with other Red Collection products for a signature scent experience. Provides 24/7 shower fresh feeling.
- Antiperspirants Antiperspirant and deodorant combination products providing 24/7 sweat and odor protection. Available in various scent profiles including Wilderness, Volcano, Thunder, Orchard, Harbor, Timber, Oasis, Fiji, Bearglove, Krakengard, Nightpanther, Alpine, Captain, and Swagger scents.
- Shampoos Hair care products specifically designed for men's hair. Removes built-up dirt and oil while helping achieve thicker, healthier-looking hair. Includes variants such as Moisturize with Shea Butter, Tea Tree, Fiji, Nightpanther, TigerClaw, Pure Sport 2-in-1, and Wavy Curly Hair formulas.
- Total Body / Whole Body Deodorant Full body deodorant line (GentleMan's Blend) available in spray, stick, and cream formats. Dermatologist-tested, aluminum-free, gentle enough for all-over use including intimate areas. Provides 24/7 freshness from pits to toes. 4 out of 5 dermatologists recommend this product.
- Hand and Body Lotion Fast-absorbing, lightweight hand and body lotions with Vitamin B3 Complex. Deeply moisturizes for 24 hours with no greasy residue. Available in Brown Sugar + Cocoa Butter, Lavender and Mint, Captain, and Fiji variants.
- Wild Collection Body Sprays Aluminum-free body sprays with Re-Fresh Technology that fights odor-causing bacteria. Cologne-quality fragrances with legendary scent profiles including Krakengard (deep ocean), Dragonblast (warm woodsy), Wolfthorn (sweet citrus), and Raptorstrike (dark berry).
- Wild Collection Deodorants Aluminum-free deodorants in the Wild Collection with 24/7 odor protection and long-lasting scents. Features fragrances like Bearglove (crisp orchard), Wolfthorn (sweet citrus), Alphascentauri (green herbal), and Raptorstrike (dark berry).
- Spice Alchemist Collection Premium line of cologne-infused deodorants, body washes, and body mists. Features four distinct scents that were preferred over $300 colognes in blind consumer testing. Priced starting at $12.99, representing Old Spice's premium tier.
- Super Mario Galaxy Limited Edition Collection Limited-edition grooming collection in collaboration with Nintendo and Illumination featuring five distinct scents inspired by The Super Mario Galaxy Movie characters. Includes body wash, deodorant, body spray, and 2-in-1 shampoo and conditioner.
Quantifiable outcome
- The 2010 'Smell Like a Man, Man' campaign doubled body wash sales and generated over 1.4 billion impressions while winning more than 100 awards including an Emmy.
- +5 more outcomes
Companies that use Old Spice
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Old Spice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Old Spice partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and flagship.
- Innovation Leo Burnett (P&G Agency)coreThe 'Sound of Inclusion' initiative was conceived by Innovation Leo Burnett and supported by P&G through its brands Pantene, Always, and Old Spice. The project created Cyprus' first fully accessible pop concert for Deaf and Hard of Hearing audiences, integrating live sign language interpretation into the stage performance and attracting over 12,000 attendees.
- Big Brothers Big Sisters of MiamicoreOld Spice and Walmart partnered with Big Brothers Big Sisters of Miami for the fourth consecutive year to host the School of Swagger graduation ceremony at Florida Memorial University, celebrating the Class of 2026 mentees. Sports analyst Andraya Carter delivered a fireside chat on mentorship and confidence, with over 1,300 attendees. Students received scholarships and recognition for academic milestones. The annual initiative aims to foster youth mentorship networks and reduce the mentorship gap in the Miami community.
- WalmartcoreOld Spice and Walmart partnered with Big Brothers Big Sisters of Miami for the fourth consecutive year to host the School of Swagger graduation ceremony, an annual youth mentorship initiative. Walmart serves as a co-sponsor of the program alongside Old Spice, supporting scholarships and mentorship network development in the Miami community.
- Boyz II MenflagshipOld Spice launched 'The End of Adolescents' campaign featuring a remix of Boyz II Men's 'End of the Road' to celebrate the transition from boyhood to manhood. The campaign promotes Old Spice's Swagger Signature Scent Control system and is currently airing across multiple platforms including major TV networks and digital platforms.
- Nintendo / Illumination (Super Mario Galaxy Movie)flagshipOld Spice launched a limited-edition grooming collection in collaboration with Nintendo and Illumination to tie in with The Super Mario Galaxy Movie (released April 1, 2026). The collection features five distinct scents inspired by the film across multiple product formats including aluminum-free deodorant, body spray, body wash, and 2-in-1 shampoo and conditioner, priced starting at $7.97. The collaboration leverages cross-brand nostalgia to drive consumer engagement with Old Spice's men's grooming line and was supported by an 'Unrivaled Freshness' fan experience at Super Bowl LX.
- Wieden+KennedyflagshipWieden+Kennedy served as the creative agency for Old Spice's landmark 'Smell Like a Man, Man' campaign launched in 2010, which generated over 1.4 billion impressions, won more than 100 awards including an Emmy, and doubled body wash sales. The agency continued its partnership with Old Spice for subsequent campaigns including the Boyz II Men 'Mom Song 2.0: The End of Adolescents' campaign (2026). Mark Fitzloff, who led the original campaign as creative director, rose to global executive creative director overseeing 1,600 employees across 8 offices at Wieden+Kennedy.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Old Spice competitors and assessment
Company assessmentDirect peers
- Dove Men+Care: Unilever-owned men's grooming line covering deodorants, body wash, hair, and skin care. Directly competes with Old Spice across the same mass-market channels and product categories, with comparable price points and distribution footprint.
- AXE: Unilever-owned men's deodorant, body spray, and body wash brand. Head-to-head competitor in the men's body spray and deodorant segment, particularly with younger male consumers, with similar irreverent marketing positioning.
- Nivea Men: Beiersdorf's men's grooming portfolio including deodorants, body wash, and skin care. Direct competitor in the men's deodorant and body wash segments across mass-market retail and global distribution.
- Degree: Unilever-owned men's and women's antiperspirant and deodorant brand, including the Degree Men line. Direct competitor in antiperspirants and deodorants with comparable mass-market positioning and innovation cadence.
- Speed Stick: Colgate-Palmolive-owned men's deodorant and antiperspirant brand. Long-standing direct competitor in mass-market men's deodorants with overlapping retail placement and comparable price tiers.
- Native: P&G-owned (acquired 2017) personal care brand specializing in aluminum-free deodorants, body wash, and whole-body deodorants. Direct competitor especially in the men's deodorant and whole-body deodorant category where Old Spice's Total Body line competes.
- Right Guard: Henkel-owned men's deodorant and antiperspirant brand with mass-market positioning. Direct competitor in the men's deodorant segment with overlapping retail presence.
Broad incumbents
- Gillette: Procter & Gamble sibling men's grooming brand focused on shaving and razors but operating under the same corporate umbrella and sharing distribution channels. Comparable as a fellow P&G men's grooming powerhouse with shared retail relationships.
Emerging players
- Lume: DTC-first whole-body and underarm deodorant brand focused on women but expanding into men's segments. Emerging competitor in the whole-body deodorant category where Old Spice is positioning its Total Body line, with strong digital marketing and clean ingredient positioning.
- Dr. Squatch: DTC men's soap and grooming brand with natural ingredient positioning and influencer-led marketing. Emerging competitor in men's body wash and grooming, particularly among Gen Z consumers where Old Spice is defending relevance with collaborations and remix campaigns.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Old Spice social profiles
Digital presenceOld Spice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Old Spice leadership team
Management profileNumber of profiles
Old Spice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Old Spice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Old Spice
What does Old Spice do?
Old Spice manufactures and sells men's personal care products including deodorants, antiperspirants, body washes, shampoos, conditioners, body sprays, and body lotions. Its portfolio spans mass-market lines (Red Collection, Wild Collection), sensitive-skin formulas (GentleMan's Blend), full-body deodorants (spray, stick, and cream formats), and a premium tier (Spice Alchemist Collection). Products are sold direct-to-consumer via oldspice.com and through mass-market retailers such as Walmart and Amazon.
Is Old Spice a public or private company?
Old Spice is a private company. It is classified as corporate owned and is currently operating.
When was Old Spice founded?
Old Spice was founded in 1938. It employs 11 to 50 people.
Where is Old Spice based?
Old Spice is headquartered in Cincinnati, United States, in the North America region.
How does Old Spice make money?
One revenue line is on record: consumer Packaged Goods (CPG) Product Sales.
Who are Old Spice's main competitors?
Direct peers on record are Dove Men+Care, AXE, Nivea Men, Degree, Speed Stick, Native and Right Guard. Gillette is listed as a broad incumbent. Emerging players are Lume and Dr. Squatch.
Does Old Spice have an API?
No public API is recorded for Old Spice.
What industry is Old Spice in?
Old Spice's product category is Men's Personal Care / Grooming. Its primary akta.pro industry code is CRABAGAG, Men’s Deodorants & Antiperspirants, with a secondary code of CRABAGAH, Men’s Bath & Body (Body Wash, Soap, Body Lotion). Its NAICS code is 32561 and its SIC code is 2844.