Secret

What Secret does

Secret is a women's antiperspirant and deodorant brand founded in 1956, wholly owned by Procter & Gamble (NYSE: PG) and operated as a brand division under P&G's personal care portfolio. The brand holds the #1 clinical antiperspirant position in the U.S. market based on Nielsen P52W sales data and has built a 70-year heritage as the first antiperspirant designed specifically for women. Its product portfolio spans 112 SKUs across six collections: Clinical Strength (premium 100-hour protection with Pro-Hyaluronic technology and pH balancing minerals), Whole Body (aluminum-free deodorant for use beyond underarms), Aluminum Free, Outlast (72-hour odor protection), Original (foundational 24-hour protection), and limited-edition collections such as the WNBA partnership and Miami Mocktails. Proprietary technologies include Pro-Hyaluronic formulations designed to support skin barrier hydration, pH balancing minerals that neutralize odor, and Triple Threat sweat protection addressing stress, heat, and activity sweat types.

The company generates revenue through unit-pricing sales across mass-market and premium price tiers, with products available in invisible solid, clear gel, dry spray, cream, stick, and spray formats. Distribution operates through two primary channels: major retailers nationwide (in-store and online) providing mass-market reach, and direct-to-consumer e-commerce via Secret.com, which features a product recommendation quiz, educational content, and the Secret Squad loyalty email program. The customer base is segmented across general women's consumers, early-career professionals, female athletes (via WNBA partnerships), whole-body care consumers, and Gen Z/Millennial women targeted through influencer and experiential marketing including Coachella activations and content creator partnerships. Marketing strategy emphasizes clinical efficacy messaging, cruelty-free and vegan certifications (PETA), and lifestyle positioning through event-driven and community-led GTM motions rather than subscription or contract-based revenue.

As a P&G-owned brand, Secret does not disclose standalone revenue and operates within P&G's corporate structure, sharing R&D, supply chain, and distribution infrastructure with sister brands like Olay. Strategic priorities evident from 2026 activity include expanding into adjacent product categories (Whole Body Cooling Mist), capturing younger demographics through limited-edition collections and influencer partnerships, and reinforcing clinical-strength leadership via flagship partnerships with WNBA athletes.

Name

Secret

Legal name

Secret (Brand of Procter & Gamble)

Website

https://secret.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

11–50 employees

Short description

Secret is the #1 U.S. clinical antiperspirant brand for women, owned by Procter & Gamble, offering clinical-strength, whole-body, and aluminum-free deodorants across multiple formats to women seeking sweat and odor protection.

Ownership category

akta.pro rank

Product category

Personal Care - Women's Antiperspirants and Deodorants

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Deodorants & Antiperspirants (CRADANAA)

akta.pro secondary industries

Deodorants & Antiperspirants (CRABADAB), Body Sprays & Mists (CRABADAC)

Keywords

• Women's deodorant
• Clinical strength antiperspirant
• Aluminum-free deodorant
• Whole body deodorant
• Personal care products

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

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 Packaged Goods - Antiperspirants and Deodorants: Secret generates revenue through the sale of antiperspirant and deodorant products to consumers. The brand offers multiple product lines including Clinical Strength, Whole Body, Aluminum Free, Fresh, Outlast, and Limited Edition collections. Products are sold in various formats (invisible solid, clear gel, dry spray, cream, stick, spray) and scent variants, with prices ranging from budget-friendly options to premium clinical formulations. Revenue is primarily one-time purchase transactions at retail and e-commerce, with no subscription component mentioned.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels9 records

Core offering

Secret manufactures and sells women's deodorants and antiperspirants across multiple product lines including Clinical Strength (100-hour protection with Pro-Hyaluronic technology), Whole Body (aluminum-free full-body application), Aluminum Free, Outlast, Original, and limited-edition collections such as Miami Mocktails and the WNBA collaboration. Products are available in formats including invisible solid, clear gel, soft solid, dry spray, cream, and stick, and are sold through major retailers nationwide and the brand's direct-to-consumer e-commerce platform.

Product overview

Secret is the #1 clinical antiperspirant brand for women, offering a comprehensive portfolio of deodorants and antiperspirants. The core product lines include Clinical Strength (100-hour clinical protection with hyaluronic acid), Whole Body (aluminum-free for full-body use), Original (24-hour foundational protection), and Outlast (72-hour protection). The brand also features limited-edition collections like the WNBA partnership and Miami Mocktails. Products are available in multiple formats including invisible solid, clear gel, soft solid, dry spray, cream, and stick. All products emphasize pH balancing minerals, skin care ingredients, and are certified cruelty-free by PETA.

Differentiator

Problem solved

Functional benefit

Brands

• Clinical Strength: Clinical-strength antiperspirant and deodorant products offering 100-hour sweat protection for stress, heat, and activity.
• Whole Body
• Outlast
• Weightless Dry Spray
• Fresh Mocktails Collection
• Miami Mocktails Collection

Products and services

• Secret Clinical Strength Premium clinical antiperspirant/deodorant line offering 100-hour sweat and odor protection against stress, heat, and activity sweat. Contains Pro-Hyaluronic acid and pH balancing minerals. Available in invisible solid, clear gel, soft solid, and dry spray formats for women seeking advanced clinical-level sweat protection.
• Secret Whole Body Aluminum-free deodorant designed for use on underarms, underboobs, thighs, feet, and intimate areas. Offers 72-hour odor protection with pH balancing minerals in cream, stick, and spray formats. Designed with female dermatologists for women seeking full-body odor protection.
• Secret Aluminum Free Aluminum-free deodorant line providing 48-hour sweat and odor protection without aluminum, parabens, or dyes. Available in Clear Solid, Clear Gel, and Dry Spray formats in multiple scent options for consumers seeking aluminum-free alternatives.
• Secret Outlast Antiperspirant/deodorant line offering 72-hour continuous odor protection using balancing minerals to fight 99% of odor-causing bacteria. Available in invisible solid, clear gel, and dry spray formats for extended everyday odor protection.
• Secret Original Foundational antiperspirant/deodorant line providing 24-hour sweat and odor protection with pH-balanced formula. Available in roll-on, solid stick, and invisible solid formats at accessible mass-market price points for everyday freshness.
• Secret Weightless Dry Spray Aerosol-style dry spray antiperspirant providing lightweight 48-hour odor protection that goes on invisible and dry. Available in scents including Tropical Hibiscus, Vanilla, and Wild Rose for consumers preferring spray application.
• Secret Whole Body Cooling Mist Aluminum-free body cooling spray that instantly lowers skin temperature by 10°F and provides 24-hour odor protection. Available in Invigorating Mint and Relaxing Lavender scents as pH-balanced formula for use on neck, chest, wrists, or feet.
• Secret Miami Mocktails Collection Limited-edition antiperspirant/deodorant collection featuring tropical cocktail-inspired scents including Berry Passionate, Mango Tango, Pineapple Paradise, and Lime It Up. Offers 72-hour freshness in a lifestyle-oriented seasonal collection.
• Secret WNBA Collection Limited-edition collection featuring Court Queen Citrus and Buzzer Beater Berry scents in collaboration with WNBA stars A'ja Wilson and Paige Bueckers. Clinical Strength formulas with 100-hour protection targeted at active women and sports fans.

Quantifiable outcome

• 100-hour clinically proven sweat and odor protection
• +5 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered minor, core and flagship.

• Intern QueenminorGTM or Marketing Partner · 6 May 2026Secret partnered with Intern Queen, a platform connecting brands with Gen-Z campus influencer networks, to market its Secret Clinical Strength product to early-career professionals dealing with stress-related sweating. The campaign leverages Intern Queen's campus influencer network to position the product as essential for navigating high-pressure workplace moments like job interviews, presentations, and important meetings.
• Corporate NatalieminorGTM or Marketing Partner · 6 May 2026Secret partnered with Corporate Natalie, a content creator known for satirical content about corporate work culture, to market Secret Clinical Strength for stress-related sweating. Her content addresses the relatable experiences of early-career professionals navigating workplace stress, authentically positioning the product for the target demographic.
• Coachella Valley Music and Arts FestivalcoreGTM or Marketing Partner · 13 April 2026Always and Secret partnered with Coachella 2026 to launch the 'Refresh Room' initiative, transforming festival restrooms into enhanced spaces designed around female festival-goers' needs. The partnership was informed by research commissioned by Always and Secret showing that 57% of women cite restroom conditions as their top festival priority, and that public restrooms host an estimated 2.4 billion interactions between strangers annually. The activation provides product sampling opportunities and brand visibility in a high-energy lifestyle environment.
• Always (P&G Brand)coreGTM or Marketing Partner · 9 April 2026Always and Secret, both Procter & Gamble brands, returned to Coachella 2026 in partnership to debut 'The Refresh Room,' an immersive restroom experience for female festival-goers running across both weekends (April 10-12 and April 17-19) in Indio, California. The activation features Always Pocket FlexFoam period protection and Secret's Mocktails Collection of antiperspirant deodorants, addressing research findings that 57% of women cite restroom conditions as their top festival priority. The partnership transforms traditional festival bathrooms into VIP-like spaces while promoting both brands' products to Gen Z and Millennial women.
• WNBA (A'ja Wilson and Paige Bueckers)flagshipGTM or Marketing Partner · 12 February 2026Olay Body and Secret launched a limited-edition collection with WNBA stars A'ja Wilson (Las Vegas Aces, four-time MVP, three-time champion) and Paige Bueckers (Dallas Wings, 2025 Kia WNBA Rookie of the Year). The multi-year partnership introduces exclusive scents inspired by the athletes: 'Court Queen Citrus' and 'Buzzer Beater Berry' in Secret Clinical Strength, along with Olay Body Washes. Products are marketed around themes of confidence and peak performance, targeting women consumers who want effective sweat protection that keeps up with athletic and active lifestyles.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Dove: Unilever-owned women's personal care brand with a major deodorant/antiperspirant portfolio (Dove Dry Spray, Invisible Solid, Advanced Care) directly competing with Secret across price tiers, formats, and consumer segments.
• Degree: Unilever-owned clinical and motion-focused deodorant brand (Degree Clinical, Degree Women, Degree Sport) directly competing with Secret's Clinical Strength line on sweat-protection claims.
• Native: Procter & Gamble-owned aluminum-free deodorant and body care brand competing with Secret's Aluminum Free and Whole Body lines in the natural/clean deodorant segment.
• Lume: Whole-body deodorant brand focused on underarms, private areas, and feet; directly competes with Secret's Whole Body line in the category Secret is actively trying to lead.
• Schmidt's: Natural deodorant brand offering aluminum-free sticks, creams, and sprays; competes with Secret's Aluminum Free line in the natural personal care channel.
• Tom's of Maine: Colgate-Palmolive-owned natural personal care brand offering aluminum-free deodorants; competes directly with Secret's Aluminum Free line on clean ingredient positioning.

Broad incumbents

• Old Spice: Sister P&G deodorant brand with broader men-focused positioning; competes for household deodorant budgets and shared P&G R&D and distribution resources with Secret.
• Nivea: Beiersdorf-owned mass-market personal care brand with deodorant SKUs across women's and men's lines; competes broadly in deodorant and body care, including aluminum-free variants.

Emerging players

• Certain Dri: Clinical-strength antiperspirant brand owned by Emerson Healthcare focused on hyperhidrosis sufferers; competes in the same clinical antiperspirant tier where Secret holds the #1 Nielsen position.
• Carpe: DTC antiperspirant brand targeting hyperhidrosis and stress-sweat conditions with lotion formulations; competes with Secret Clinical Strength in the clinical/protection use case.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SecretDeodorant
• LinkedInlinkedin.com/company/2297067

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Secret