Younger Americans are far less likely to have used deodorant or antiperspirant in the last 30 days than their older counterparts, according to a study conducted by global research and opinion company YouGov.
Nearly 4 in 10 Americans aged 18 to 24 said they haven’t applied either deodorant or antiperspirant in the last month, YouGov reports. Of Americans aged 25 to 34, just 69% said they have applied either product.
Compare that to 35 to 44-year-olds, 78% of whom have deodorized, and 45 to 54-year-olds, who have applied deodorant in the last month at a rate of 84%.
Millennials’ attitude towards deodorant doesn’t necessarily extend to other hygiene practices, the study found: half of those 18 to 24 like to wash their hair daily.
One deodorant company, Schmidt’s Naturals, is hoping to capitalize on the younger generations’ preference for natural and chemical-free products. They’re even teaming up with noted millennial and Twitter provocateur Justin Bieber to sell their cruelty-free, plant-based product, according to YouGov.