What Right Guard does

Right Guard is a US-based men's grooming brand founded in 1978 and headquartered in Scottsdale, Arizona, that develops, markets, and sells antiperspirant and deodorant products for men with active lifestyles and demanding workdays. Its product portfolio is anchored by the Xtreme Defense line (gel, invisible solid, and dry spray formats) which claims 5-in-1 protection including 2x longer sweat blocking versus ordinary antiperspirants and 72-hour odor control, plus two differentiated SKUs: a Humidity Breaker invisible solid with humidity-activated odor-fighter technology, and a 75% plant-based invisible solid for natural-ingredient consumers. The brand is a registered trademark and sells exclusively through third-party retail and digital channels — no direct employment of sales reps to end consumers — generating revenue on a one-time unit-purchase basis.

The company operates a multi-channel go-to-market combining national US retail distribution (Walmart, Target, Kroger, CVS, Walgreens, Rite Aid, Publix, H-E-B, Albertsons, Meijer, Family Dollar) with an Amazon Brand Store and a direct-to-consumer Shopify e-commerce site, supplemented by organic social media marketing on Instagram and TikTok. A UK storefront ("Find us in the UK") indicates retained European distribution alongside the US core market. The business model is straightforward consumer packaged goods: manufacture (presumably outsourced), wholesale to retailers, plus direct online sales, with no subscription, licensing, or platform component and no disclosed AI/ML capabilities. Ownership, management team, funding history, and financial figures are not disclosed in the available sources.

Name

Right Guard

Legal name

Right Guard®

Website

https://rightguard.com

Company type

Private

Founded year

1978

Operating status

Operating

Short description

Right Guard is a US men's grooming brand, founded in 1978, that sells antiperspirants and deodorants — including the Xtreme Defense line, Humidity Breaker, and a plant-based option — through major US retailers, Amazon, and a Shopify DTC site, targeting men with active, sweat-intensive lifestyles.

Ownership category

akta.pro rank

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

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 Sales: Right Guard generates revenue through the direct sale of antiperspirant and deodorant products to consumers via retail stores and e-commerce channels. The company operates as a consumer goods brand with products distributed through major retailers including Amazon, Walmart, Target, CVS, Walgreens, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels13 records

Marketing channels4 records

Core offering

Right Guard manufactures and sells men's antiperspirant and deodorant products under the Right Guard® brand, formulated for men who sweat during demanding workdays and active lifestyles. The product portfolio centers on the Xtreme Defense line (offered in invisible solid, gel, and dry spray formats) plus the Humidity Breaker variant and a 75% Plant-Based Invisible Solid, all sold through US mass-market, grocery, drug, dollar-store retailers, Amazon, and the brand's direct e-commerce site.

Product overview

Right Guard is a men's deodorant and antiperspirant brand offering a focused portfolio of personal care products designed for men who sweat. The product line centers on two main sub-brands: the Xtreme Defense line (available in Gel, Invisible Solid, and Dry Spray formats) providing 5-in-1 protection with 2x longer sweat blocking and 72-hour odor protection, and the specialized Humidity Breaker variant that responds to moisture levels. A Plant-Based option using 75% plant-derived ingredients serves consumers seeking natural alternatives. All products are positioned for hardworking men who need reliable protection throughout demanding workdays.

Differentiator

Problem solved

Functional benefit

Products and services

• Right Guard Humidity Breaker Invisible Solid An advanced antiperspirant and deodorant specifically formulated to fight back against high humidity conditions, featuring humidity-activated odor fighters that respond when moisture levels rise. Delivers 2x the sweat protection of ordinary antiperspirants with 72-hour odor control in an invisible solid format for men.
• Right Guard Xtreme Defense Gel An antiperspirant and deodorant gel that blocks sweat 2x longer than ordinary antiperspirants and provides 72-hour odor protection with 5-in-1 protection for demanding workdays. Comes in Arctic Refresh and other scents.
• Right Guard Xtreme Defense Invisible Solid An invisible solid antiperspirant and deodorant from the Xtreme Defense line that blocks sweat 2x longer than ordinary antiperspirants with 72-hour odor protection and goes on invisible for all-day freshness. Available in Fresh Blast, Arctic Refresh, and Forest Spring scents in 2.6oz format.
• Right Guard Xtreme Defense Dry Spray A dry spray antiperspirant and deodorant from the Xtreme Defense line that provides 5-in-1 protection with sweat-blocking and odor-control benefits for the workday. Available in Fresh Blast 3.8oz format.
• Right Guard Plant-Based Invisible Solid An antiperspirant and deodorant invisible solid made with 75% plant-based ingredients that provides invisible protection with sweat and odor control for men seeking naturally-derived personal care alternatives.

Quantifiable outcome

• Blocks sweat 2x longer than ordinary antiperspirants
• +3 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Lume Deodorant: Lume is an independently held, fast-growing natural deodorant brand known for whole-body odor control. Directly comparable to Right Guard's plant-based positioning and competes for the same natural-seeking male and female consumer.
• Schmidt's Naturals (Unilever): Schmidt's is a natural deodorant brand owned by Unilever, focused on plant-based, aluminum-free formulations. Directly comparable to Right Guard's Plant-Based line on ingredient positioning and target consumers seeking natural personal care.
• Native: Native is a DTC-born natural deodorant brand (now owned by P&G) competing in the aluminum-free segment that Right Guard entered with its 75% plant-based line. Comparable on consumer demographic and growing mass/drug distribution.
• Tom's of Maine (Colgate-Palmolive): Tom's of Maine is a natural personal care brand owned by Colgate-Palmolive, with deodorant as a core category. Comparable to Right Guard's plant-based positioning and natural ingredient orientation.

Direct peers

• AXE / Lynx (Unilever): AXE (US/Lynx globally) is Unilever's youth-skewed men's deodorant/body spray brand. Directly comparable to Right Guard on male consumer targeting, scent-forward positioning, and mass/drug channel distribution.
• Dove Men+Care (Unilever): Dove Men+Care is Unilever's flagship men's antiperspirant/deodorant line marketed around skin comfort and 72-hour protection. Directly comparable to Right Guard's Xtreme Defense line in positioning, distribution, and SKU architecture.
• Old Spice (Procter & Gamble): Old Spice is the legacy leader in men's deodorant and antiperspirant, owned by Procter & Gamble. Directly competes with Right Guard on shelf across mass, drug, and grocery retailers with overlapping target consumer (men seeking strong sweat/odor protection).
• Degree (Unilever): Degree is a major men's and women's antiperspirant brand owned by Unilever, with strong MotionSense technology marketing. Competes head-to-head with Right Guard Xtreme Defense for the same performance-driven male consumer.
• Nivea Men (Beiersdorf): Nivea Men offers antiperspirant and deodorant products targeting male consumers across multiple formats (roll-on, spray, stick). Comparable to Right Guard in target demographic and mass-market distribution.

Broad incumbents

• Gillette (Procter & Gamble): Gillette is a broader men's grooming incumbent (razors, body wash, deodorant) owned by P&G. Overlaps with Right Guard in men's personal care and shares the same retailer relationships, but its core franchise is shaving rather than deodorant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Customer concentration

• Instagraminstagram.com/rightguardus
• TikToktiktok.com/@rightguard
• Xx.com/rightguardus

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 Right Guard