The Philippines is explicitly listed as the country of origin for DEOplus products sold through Watsons.[1]

Publicly available information regarding the detailed founding history of DEOplus, such as its exact founding year, founders, original headquarters, and early corporate milestones, is limited. However, Philippine FDA records provide evidence of DEOPLUS NATURAL products being notified as cosmetics under Skintec Advance Incorporated.

An FDA record for DEODORANT POWDER under the DEOPLUS NATURAL brand shows an issuance date of January 13, 2019, while more recent FDA records show additional DEOPLUS NATURAL products being notified in 2025. For example, the FDA lists DEODORANT POWDER WITH LICORICE EXTRACT under DEOPLUS NATURAL, with Skintec Advance Incorporated as the company and an issuance date of March 11, 2025. This indicates that the brand has been present in the Philippine personal-care market for several years and has continued to introduce or register additional product formulations.

The DEOplus product line is centered on powder-based deodorizing and sweat-control products.

Natural Deodorant Powder

The core DEOplus Natural Deodorant Powder is available in 40 g and 80 g formats.[1] Watsons describes it as a deodorant powder intended for the underarms and feet, with additional use on the back and other areas experiencing excessive sweating. It can also be applied to shoes, socks, and other gear.[1]

The listed ingredients include:

• Potash alum
• Hydrous magnesium silicate
• Magnesium carbonate
• Precipitated silica
• Fragrance[1]

Tawas Powder

DEOplus also sells Tawas Powder, reflecting the longstanding Philippine use of tawas—commonly referring to alum-based products—as an odor-control agent. The standard DEOplus Tawas Powder is marketed for sweat and odor protection and contains potash alum, precipitated silica, and fragrance.[1] The product is positioned as a multipurpose powder suitable for use on the underarms and feet.

Licorice Extract variants

A newer segment of the DEOplus range incorporates licorice extract. The DEOplus Deodorant Powder with Licorice Extract is available in 40 g and 80 g versions.[1] According to the product description, the formulation combines odor and sweat protection with ingredients intended to improve the appearance of dark spots and uneven skin tone.[1]

The listed formulation includes dipotassium glycyrrhizinate, identified by Watsons as licorice extract, alongside potash alum, hydrous magnesium silicate, magnesium carbonate, precipitated silica, and fragrance.[1] There is also a 50 g Tawas Powder with Licorice Extract variant available.[1]

One of the primary concepts used in DEOplus marketing is its Tri-Active Formula/System. The three functions are described by the brand as:

1. Active Odor-Free — designed to neutralize odor-causing bacteria and provide odor protection.
2. Active Sweat-Control — intended to provide protection from excessive perspiration.
3. Active Clean — positioned around natural or hypoallergenic ingredients and a clean, non-sticky application.

The brand presents DEOplus as more than a conventional fragrance-based deodorant, combining odor management, moisture and sweat management, and everyday skin freshness.

A defining characteristic of DEOplus is its powder-based mineral formulation. Potash alum is particularly significant to the product range due to its traditional use in deodorizing products. DEOplus combines this with absorbent or powder-forming ingredients such as silica and magnesium compounds.

The exact formulation differs between products. The standard Natural Deodorant Powder, for example, has a longer ingredient list than the Tawas Powder, while the licorice variants additionally contain a licorice-derived ingredient.[1] The term “Natural” in the brand’s positioning does not imply that every ingredient is plant-derived or that the products are entirely free from synthetic ingredients; published ingredient lists include mineral ingredients and fragrance.[1]

DEOplus is positioned as an affordable, practical, everyday hygiene product, particularly suited to consumers who prefer deodorant powder over aerosol, stick, cream, or roll-on deodorants. Its messaging emphasizes everyday odor protection, sweat control, dry-feeling skin, underarm and foot use, family-oriented application, non-sticky texture, non-staining properties, natural and mineral ingredients, and affordable pricing. The brand describes DEOplus as an “everyday deo-solution” suitable for the whole family.

The primary market for DEOplus is the Philippine mass personal-care sector. Its relatively inexpensive powder format makes it particularly suited to consumers looking for an economical alternative to conventional deodorant sticks, sprays, and roll-ons. Watsons currently lists the standard 40 g and 80 g products at ₱65 and ₱115, respectively, although retail prices are subject to change.[1]

Its multipurpose positioning distinguishes it from many conventional underarm-only deodorants. DEOplus specifically promotes use on the underarms, feet, back, shoes, socks, and other gear.

DEOplus products are sold through Philippine retail and e-commerce channels. A notable retailer is Watsons Philippines, whose online catalog lists DEOPLUS products including standard deodorant powders, tawas powders, and licorice-extract variants.[1] The brand is also available through Philippine online marketplaces, including Shopee.

DEOplus products appear in the Philippine FDA Verification Portal as cosmetic products under the brand name DEOPLUS NATURAL. Records include:

• Deodorant Powder with Licorice Extract — FDA cosmetic notification issued March 11, 2025, expiring March 11, 2028.
• Tawas Powder with Licorice Extract — issued March 12, 2025, expiring March 12, 2028.
• Tawas Powder — DEOPLUS NATURAL notification issued in September 2023.

These records confirm the products’ status as notified cosmetics, though cosmetic notification should not be confused with medical proof of specific marketing claims.

The identity of DEOplus can be broadly described as “natural everyday deodorizing protection.” Rather than competing primarily through luxury branding or sophisticated skincare science, the brand emphasizes practical benefits: freshness, odor control, sweat control, and affordability. The powder format is compatible with Philippine consumer familiarity with tawas and alum-based deodorizing products, while newer licorice variants add a skincare-oriented element to the traditional deodorant category.

Licorice-extract innovation

The introduction of licorice extract represents an evolution of the brand from straightforward odor and sweat control toward underarm-care positioning. DEOplus states that its licorice formulation can help improve the appearance of dark spots and uneven skin tone with everyday use. Watsons likewise describes the product as combining the Tri-Active system with licorice extract for this purpose.[1] This provides newer products with a dual positioning of deodorant plus underarm appearance care, rather than simply deodorant plus fragrance.

There is evidence of consumer familiarity with the brand beyond retailer listings. Philippine beauty discussions on platforms such as Reddit include users mentioning DEOplus Natural as part of their underarm-care routines. However, anecdotal consumer experiences vary, and these discussions do not constitute scientific evidence of product effectiveness or safety.

Retailer instructions generally recommend applying DEOplus to the underarms, feet, back, or other areas with excessive sweat. The powder can also be placed in shoes and socks before use.[1]

Standard warnings include:

• For external use only.
• Do not apply to broken skin.
• Avoid contact with the eyes.[1]

As with any deodorant or cosmetic product, individual skin tolerance may vary.

DEOplus is notable within the Philippine deodorant market for combining the traditional tawas and alum concept with a commercially packaged, mass-market deodorant brand. Its product strategy bridges traditional Filipino hygiene practices and modern packaged personal-care products. The brand’s expansion into licorice-containing formulas also reflects a category shift toward multifunctional underarm products, where consumers increasingly seek both odor protection and cosmetic skin-care benefits.

1. DEOPLUS, Natural Deodorant Powder 80g | Watsons Philippines