Deodorant is a staple of modern hygiene, so common that we rarely think about how it became essential or why. At Natural Pursuits, we explored how underarm deodorant became a daily habit through clever marketing and manufactured shame. In a survey of our community, most people said they don’t mind their natural smell—and some even like it—but they still use deodorant strategically. Personal preference plays a role, but societal expectations are a bigger factor. The more deodorant feels like a social requirement, the more likely people are to use it.
For this article, we conducted a new survey focusing on intimate body odor (a.k.a. the scent of our balls) and the rise of all-body deodorants. Unlike traditional products for underarms, these are marketed for intimate areas, with slogans like “Smell Better Naked.” But what problem are these products really solving? And does the problem even exist?
The photos accompanying this article are from survey respondents who volunteered to show off their balls. Each photo is shared with their full consent and enthusiasm for being part of this project.
Is The Smell of Our Testicles a Problem That Needs Solving?
Sniffing your fingers after scratching your balls is a near universal experience for people with testicles. A quick internet search reveals that many people, even straight dudes, like the smell. To see if natural ball smell is really a problem that needs solving, we decided to ask our community.
Over 24 hours, we collected 92 responses from our followers on Bluesky, Instagram, and Twitter. While the survey isn’t scientific and reflects the biases of our audience—primarily queer, male-identified individuals—it offers insights into how people feel about their own and their partner’s intimate scents.
How We Feel About Our Own Smell
According to our survey, most people are comfortable with their own scent—92.4% of respondents said they like the smell of their testicles, with nearly half (47.8%) saying they love it. Only a small minority (7.6%) dislike their natural odor, and no one expressed strong dislike.
When it comes to managing this scent, most people stick to the basics. 97.8% of respondents said they use soap and water to keep things fresh, and 40.2% frequently change their underwear. Only a small group (7.6%) use specialized deodorants or powders for their intimate areas, which suggests that for most, existing hygiene practices are sufficient. As one respondent put it, “If I plan on getting intimate and think I’m not fresh enough, I simply wash my body.”
How We Feel About Others’ Smell
It’s not just about self-perception—partners’ opinions matter too. Our survey revealed that 90.2% of respondents like the natural scent of their sexual partner’s testicles, with 55.4% saying they love it. While a small percentage (6.6%) dislike it, the overwhelming majority either appreciate or are neutral about their partner’s natural odor.
Some respondents even celebrate this scent as part of attraction and intimacy. This aligns with what we know about pheromones—the subtle chemical signals our bodies produce that are believed to influence attraction and deepen the sensory experience of intimacy. By masking these signals with artificial fragrances, products like all-body deodorants could unintentionally disrupt the very connections they aim to enhance. As one respondent put it, “I prefer the natural smell of a man—it’s part of what makes them attractive.” Another described it as, “good musk” that shouldn’t be covered up.
This raises another issue: taste. While these products promise to eliminate worries about odor, they might introduce a new concern during sex—chemicals that affect taste. Spraying or applying scented products to sensitive areas could make oral sex less enjoyable for partners, swapping one potential issue for another.
Is There a Problem to Solve?
The survey results suggest that natural intimate odors are rarely a problem for most people. Both self-perception and partner feedback lean overwhelmingly positive, with soap and water remaining the go-to solution for those concerned about freshness. All-body deodorants, then, aren’t solving a pressing issue—they’re addressing an insecurity that, for the majority of people, doesn’t even exist. As one respondent succinctly put it: “Just take a shower.”
A History of Marketing Insecurities
If people don’t really mind the smell, why is there such a push for these products? The answer lies in marketing strategies that turn natural human functions into problems to solve. All-body deodorants represent the next step in a long history of exploiting insecurities to create demand. By shifting focus to intimate areas, advertisers aren’t addressing a widespread issue—they’re manufacturing one, promising not just freshness but reassurance against fears of undesirability.
The evolution of deodorant has always been about more than just managing odor—it’s about managing perceptions. In the early 1900s, advertising campaigns for underarm deodorants targeted women, framing natural body odor as a social liability. By the 1930s, men were drawn into the fold when advertisers rebranded personal grooming as an essential marker of modern masculinity. These campaigns didn’t just sell products; they sold shame. Natural scents became something to fear, a hidden enemy threatening social acceptance.
In 2021, after the COVID-19 pandemic led to a decline in deodorant sales, manufacturers launched campaigns reminding people they needed to wear deodorant in public, hoping to recoup their lost markets. For more details, check out this article.
All-body deodorants are the next frontier in this legacy. By shifting the focus to intimate areas , advertisers are tapping into a new, deeply personal area of insecurity. These products don’t just promise freshness; they imply that anything less could jeopardize one’s desirability.
The Manufactured Problem: New Frontiers in Insecurity
All-body deodorants are not the result of solving a pressing issue but a calculated expansion driven by capitalism’s insatiable need for growth. In a market where underarm deodorant has become ubiquitous, companies must find new ways to grow profits. The focus on intimate areas isn’t about improving lives; it’s about creating a new insecurity to exploit.
In capitalism’s relentless quest for growth, even when basic needs are met, new ‘problems’ must be invented to sustain profits. Now that the fear of public embarrassment from underarm odor is firmly entrenched, advertisers are aiming their attention south: to our balls.
With slogans like “Smell Better Naked,” the message is clear: if your balls smell like balls, it’ll be more difficult to have sex. But this narrative conflicts with reality—at least for queer men, who made up the majority of our survey sample. Our results show that 92.4% of respondents like their own scent, and 90.2% like their partner’s natural odor. While we can’t speak for everyone, these findings suggest that natural smells aren’t the problem advertisers want us to believe they are.
By framing intimacy as another battleground for personal inadequacy, these campaigns perpetuate a deeply manipulative cycle of shame and consumption. The result? We buy products not because they meet a genuine need but because we’ve been convinced we’re unworthy without them. By buying into these narratives, we risk letting advertisers dictate how we feel about ourselves and our bodies. The question is: do we really need what they’re selling, or have they just convinced us we do?
Acknowledging the Exceptions
While the majority of respondents in our survey are comfortable with their natural scent or their partner’s, it’s important to acknowledge that not everyone feels the same. For some, products like all-body deodorants can play a meaningful role in their hygiene routines and confidence.
Among the small percentage of respondents who use all-body deodorants (2.2%), satisfaction is high—one reported being satisfied, and the other very satisfied. Their reasons for using these products are practical and personal:
“Normal body odor is fine, but I don’t want to stink like onions the whole day. Not pleasant. I don’t want my balls to have bad odor either—not fair to my partner. I only use for hygiene and when I’m going to work out, it works great, specially the one designed for your balls. They feel soft after.”
“I sweat excessively in summer.”
For those who experience excessive sweating or discomfort, products like these can help them feel fresher and more confident in situations like working out, everyday hygiene, or intimacy. While these products may not be for everyone, they can provide a helpful solution for those who feel they have specific needs.
Closing Thoughts
Chances are, you already smell just fine. For most people, all-body deodorants aren’t solving any real problem, and there are probably better things you could spend your money on. However, if this is something you genuinely worry about, these products might be the answer you’re looking for.
As always, thank you for being so willing to share your thoughts and photos with us—it’s your input that makes these conversations so meaningful.
One respondent summed it up perfectly: “I think [all-body deodorants] are silly. But I also think it’s silly to discuss this when there are bigger issues at hand.” While we agree there are bigger issues to tackle, we think taking a little time to address new ways marketing is attempting to shape our perceptions and insecurities is worth it.
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