On September 9, 2025, Mitchum UK found itself at the center of a consumer uproar after dozens of customers reported painful skin reactions—including rashes, burning, and bumps—linked to the brand’s 48-hour roll-on anti-perspirant and deodorant. The situation, which quickly gained traction across social media platforms like TikTok, has shone a spotlight on both the safety of personal care products and the transparency of their manufacturing processes.
It all began earlier this month, when TikTok users started uploading videos showing angry red bumps and visible irritation under their arms, allegedly after using the Mitchum 48-hour roll-on. Some users described the discomfort as unbearable, with one stating, "I can't explain how much my pits burn," while another urged, "avoid the roll-on altogether." According to IBTimes, these online testimonials soon multiplied, with complaints flooding in from the UK, Ireland, and South Africa.
As the outcry grew, Mitchum UK issued a public apology, acknowledging the reports of rashes, bumps, and burning. The company confirmed that the issue was tied to a change in the manufacturing process affecting one of the raw materials used in select batches of the 48-hour 100ml roll-on anti-perspirant and deodorant. A spokesperson for Mitchum UK, quoted by ITV News, explained, "Consumer wellbeing is always our priority, and we are truly sorry some of our customers have experienced temporary irritation. This is not the experience they expect from us. We take this kind of feedback extremely seriously and have worked hard to investigate the cause."
Mitchum was quick to reassure the public that there had been no change to the actual formula of the product. Instead, the company identified the culprit as a shift in the manufacturing process—a tweak that, while seemingly minor, had a significant impact on how the roll-on interacted with the skin of some users. "We want to reassure there has been no change to the formula of our products, but we have identified a change in the manufacturing process affecting one of our raw materials. This has impacted how the roll-on interacts with the skin of some users," the spokesperson added.
Following their investigation, Mitchum announced that the manufacturing process had been reverted to its original method. The company is currently working to remove any remaining affected products from store shelves in the UK, Ireland, and South Africa. Customers who have experienced issues were urged to contact Mitchum UK’s customer care team for support and advice.
While Mitchum’s swift response was welcomed by some, the incident has sparked broader questions about the safety of widely used personal care products and the adequacy of industry oversight. Experts interviewed by IBTimes pointed out that even slight variations in the preparation or purity of raw materials can trigger reactions in sensitive individuals. Common ingredients in antiperspirants—such as aluminium salts, alcohol, and fragrances—are known irritants for some people, and any alteration in their composition or integration can have unforeseen effects.
Yet, despite Mitchum’s assurances that the formula remained unchanged, consumer mistrust has grown. Many customers have questioned what, precisely, constitutes a “change in manufacturing process,” and whether such adjustments should be more transparently communicated. The controversy has fueled calls for greater openness about ingredient sourcing and production methods, especially as demand for “clean” and natural deodorants continues to rise. The episode has led some consumers to scrutinize product labels more closely, seeking to avoid hidden or undisclosed changes that could impact their health.
Major UK retailers—including Boots, Superdrug, Asda, and Sainsbury’s—stock Mitchum deodorant, and the confusion over which batches were affected has left many shoppers wary. Social media groups and consumer advocates have advised buyers to carefully check product codes and to discontinue use immediately if any irritation occurs. However, as of the time of reporting, there had been no formal investigations announced by UK health or consumer watchdogs, such as the Medicines and Healthcare products Regulatory Agency (MHRA) or the Advertising Standards Authority (ASA).
The incident has also highlighted the power of social media in amplifying consumer voices and holding companies accountable. What began as a handful of TikTok videos quickly escalated into a full-blown public relations crisis for Mitchum, demonstrating how rapidly information—and concern—can spread in the digital age. For many affected customers, the apology and recall efforts, while necessary, have not fully restored confidence in the brand.
In a statement to the press, Mitchum UK reiterated, "No other products in our portfolio are impacted. We can confirm this issue has now been resolved and we are working to remove the small amount of product remaining on shelf. In addition, we have reverted to the original manufacturing process to ensure no other batches are affected." The company emphasized its commitment to consumer safety and encouraged anyone experiencing problems to get in touch with their customer care team.
Beyond Mitchum, the episode has reignited debates within the personal care industry about the need for robust regulatory frameworks and better communication with consumers. According to IBTimes, consumer safety groups argue that the case underscores the importance of transparency and the potential risks posed by even minor changes in manufacturing. As more people seek out products they perceive as safer or more natural, brands may find themselves under increasing scrutiny—and pressure to disclose not just ingredients, but also the processes by which their products are made.
For now, the Mitchum deodorant controversy stands as a stark reminder of how quickly consumer trust can be shaken—and how vital it is for companies to respond swiftly, openly, and thoroughly when things go awry. As the dust settles, shoppers across the UK, Ireland, and South Africa will be looking for reassurance that their daily routines won’t come with unexpected and painful surprises.
