Mitchum

What Mitchum does

Mitchum is a deodorant and antiperspirant brand owned and operated by Revlon Consumer Products LLC, headquartered at 55 Water Street, New York. The brand's functional purpose is sweat and odor protection across three protection tiers: 48H Protection (mid-tier with Triple Odor Protection technology), Ultimate 72H (premium tier with Non-Odor Transfer System), and Natural Power (24H, aluminium-free line formulated with 96% naturally derived ingredients powered by bamboo). Products are available in three formats (Roll-On, Solid Stick, Gel & Cream) and segmented by gender, with Men-targeted scents (Clean Control, Bold Energy, Cedarwood, Sport, Mountain Air, Unscented) and Women-targeted scents (Pure Fresh, Floral Citrus, Shower Fresh, Powder Fresh, Eucalyptus). All formulations are dermatologist tested, vegan, and paraben-free, with the standard lines formulated without ethyl alcohol.

The brand's underlying technology resides in formulation chemistry rather than software. Key technical components include the Triple Odor Protection system combining wetness control, odor neutralization, and lasting freshness; a Non-Odor Transfer System on the Ultimate 72H line effective at high temperatures; and a Skin Breathable Formula approach. The Natural Power line substitutes aluminium-based antiperspirant actives with bamboo-derived wetness absorption.

Mitchum generates revenue through unit-priced consumer product sales distributed primarily through mass-market US retail chains including Walmart, Target, Walgreens, CVS, Amazon, Kroger, Meijer, H-E-B, Family Dollar, and Dollar General, supplemented by direct e-commerce on the brand's Shopify storefront. Pricing is set by retail partners rather than disclosed publicly. The brand maintains international operations in the United Kingdom, Australia, and South Africa under Revlon International Corporation, with multi-currency support on its website. Go-to-market is traditional CPG: broad retail availability paired with top-of-funnel social media marketing across Instagram, Facebook, YouTube, Twitter/X, and TikTok.

Name

Mitchum

Legal name

Revlon Consumer Products LLC

Website

https://mitchum.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

Mitchum is a deodorant and antiperspirant brand owned by Revlon Consumer Products LLC, offering sweat and odor protection products across 48H, Ultimate 72H, and Natural Power tiers for men and women, distributed through major US mass-market retailers and international markets.

Ownership category

akta.pro rank

Product category

Personal Care Antiperspirants and Deodorants

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Antiperspirant deodorant
• Personal care products
• Natural deodorant
• 72 hour protection
• Consumer packaged goods

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel

Revenue model

1. Consumer Product Sales: Mitchum generates revenue through the sale of antiperspirant and deodorant products to consumers through retail partners and e-commerce channels. Products are sold as one-time purchases in various formats (solid sticks, roll-on, gel/cream, aerosol) across multiple protection level tiers.

Pricing tiers

Go-to-market motion2 records

Distribution channels11 records

Marketing channels6 records

Core offering

Mitchum develops and sells antiperspirant and deodorant products for men and women across three protection tiers (Natural Power 24H, 48H Core, Ultimate 72H) in multiple formats (solid stick, roll-on, gel/cream, aerosol). The brand offers specialized technologies including Triple Odor Protection, Non-Odor Transfer System, and bamboo-powered natural formulations, distributed through major mass-market retail chains, drugstores, Amazon, and the brand's own e-commerce site.

Product overview

Mitchum is a personal care brand specializing in deodorant and anti-perspirant products, owned by Revlon Consumer Products LLC. The product portfolio consists of multiple distinct lines organized by protection level and format. The core ranges include: 48H Protection (standard protection with wetness control, odor neutralization and freshness), Natural Power (aluminium-free formulas with 96% naturally derived ingredients powered by bamboo), and Ultimate 72H (premium line with maximum odor protection and non-odor transfer technology). Products are available in three formats: Roll-On, Solid Stick, and Gel & Cream. The brand targets both Men and Women segments with gender-specific scents and formulations. The company operates exclusively as a consumer goods brand with no technology platform, API, or AI capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Mitchum 48H Protection Roll-On (Men) 48-hour antiperspirant and deodorant roll-on for men featuring Triple Odor Protection (wetness control, odor neutralization, lasting freshness), formulated without ethyl alcohol, dermatologist tested and vegan.
• Mitchum Natural Power 24H Solid Stick (Men) Aluminium-free natural deodorant solid stick for men providing 24-hour odor protection with bamboo-powered wetness absorption, available in Cedarwood and other natural scents.
• Mitchum Ultimate 72H Solid Stick (Men) Premium men's antiperspirant and deodorant solid stick delivering 72-hour odor protection with Non-Odor Transfer System to prevent odor on clothes, effective at high temperatures, paraben free and dermatologically tested.
• Mitchum 48H Protection Roll-On (Women) 48-hour antiperspirant and deodorant roll-on for women featuring Triple Protection (wetness control, odor neutralization, long-lasting freshness), available in Powder Fresh and other feminine scents.
• Mitchum Natural Power 24H Solid Stick (Women) Natural aluminium-free deodorant solid stick for women with 24-hour protection, 0% aluminium and 96% naturally derived ingredients powered by bamboo, available in Eucalyptus and other natural scents.
• Mitchum Ultimate 72H Solid Stick (Women) Premium women's antiperspirant and deodorant solid stick delivering 72-hour odor protection with Non-Odor Transfer System, available in Floral Citrus and Pure Fresh scents.
• Mitchum Women Ultimate 72H Solid Stick Pure Fresh Ultimate 72-hour antiperspirant and deodorant solid stick for women with Pure Fresh scent, providing ultrapowerful protection with Non-Odor Transfer System.
• Mitchum Men Ultimate 72H Solid Stick Clean Control Ultimate 72-hour antiperspirant and deodorant solid stick for men with Clean Control scent, providing ultrapowerful odor protection with Non-Odor Transfer System.
• Mitchum 48H Gel Cream (Men) 48-hour antiperspirant gel cream for men with Triple Odor Protection, available in Unscented, Sport, and Mountain Air variants.
• Mitchum 48H Gel Cream (Women) 48-hour antiperspirant gel cream for women with Triple Odor Protection, available in Shower Fresh and Powder Fresh variants.

Quantifiable outcome

• 72-hour odor protection available in Ultimate line
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Degree (Unilever): Degree is Unilever's flagship mass-market antiperspirant/deodorant brand offering 48H and 72H protection lines across men's and women's segments in solid, roll-on, and aerosol formats - directly comparable to Mitchum's tiered format and protection strategy.
• Dove (Unilever): Dove Advanced Care and Dove Dry Spray are core mass-market antiperspirant/deodorant lines for women positioned around skincare benefits (¼ moisturiser), directly competing with Mitchum's women's 48H and 72H ranges in the same retail channels.
• Old Spice (Procter & Gamble): Old Spice is P&G's leading men's antiperspirant/deodorant brand, directly competing with Mitchum Men's across solid, gel, and aerosol formats in the same mass and drug retail channels.
• Secret (Procter & Gamble): Secret is P&G's primary women's antiperspirant/deodorant brand with comparable 48H protection claims and scent-tiering (powder fresh, sport, etc.), competing head-to-head with Mitchum Women at Walmart, Target, and drug stores.
• Native: Native is a direct competitor in the natural deodorant category (aluminium-free, baking soda-free options), overlapping with Mitchum's Natural Power line. Both target the same growing aluminium-free shopper and increasingly appear on the same mass-retail shelves.
• Rexona / Sure (Unilever): Rexona (sold as Sure in the UK/US) is Unilever's global antiperspirant/deodorant flagship offering 48H and motion-activated protection tiers. It directly competes with Mitchum on protection claims, format, and international retail availability including the UK market where Mitchum also operates.

Emerging players

• Schmidt's (Unilever): Schmidt's is a natural deodorant brand (aluminium-free, plant-based) acquired by Unilever, competing primarily in the natural sub-segment where Mitchum Natural Power competes. It is comparable as a natural-format challenger but has smaller mass-market penetration.
• Tom's of Maine (Colgate-Palmolive): Tom's of Maine is a natural personal-care brand offering aluminium-free deodorants under Colgate-Palmolive, comparable to Mitchum's Natural Power line for the aluminium-free, naturally derived shopper. Its mass distribution makes it a direct competitor in the natural sub-segment.

Broad incumbents

• Nivea (Beiersdorf): Nivea is a broad incumbent personal-care brand offering antiperspirant/deodorant lines for men and women across multiple protection levels. Its deodorant range overlaps with Mitchum's product tiers but is one line within a much larger skincare portfolio.

Others

• Almay (Revlon): Almay is a sister brand within Revlon's portfolio focused on hypoallergenic cosmetics and personal care. While not a direct deodorant competitor, it is comparable as a sister Revlon-owned mass-market personal-care brand sharing corporate parent, distribution, and marketing infrastructure with Mitchum.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/mitchum
• YouTubeyoutube.com/user/mitchum
• Facebookfacebook.com/mitchum
• Instagraminstagram.com/mitchum
• TikToktiktok.com/@mitchum

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mitchum