Brits feel self-conscious when they sweat, according to new national research released today1.

More than half of the nation (53%) admit that sweating makes them feel self-conscious, with the nation revealing appearance, body odour and relationships are their top insecurities.

To mark the start of summer, the UK’s number one aluminium free deodorant brand, Bionsen, commissioned the survey to explore the nation’s true feelings on sweat, to help destigmatise the negativity surrounding perspiration and sweat patches.

The study also revealed that Londoners are the most self-conscious about how much they sweat, with 70% fearful of a sweaty tube ride.

Over a quarter of the UK (27%) also admit to sweating through their clothes at least once or twice a day, with the average Scot claiming to sweat through their clothes at least three times a day.

Sweating has long been seen as a turn off, however, a staggering three quarters of participants (75%) would rather sweat than smell, with body odour being the second biggest insecurity in Brits (23%), with appearance taking the top spot (26%)

The study also showed that over half of the UK (52%) would be more turned off by their date smelling than sweating.

Deodorants and antiperspirants are a great way to stay fresh on the go, but it can be hard to determine which product would suit someone’s personal preference and lifestyle. The key difference is antiperspirants are designed to stop you from sweating, whereas deodorants tackle your body odour.

To help Brits embrace the sweat yet stay smelling fresh doing so, the experts at Bionsen, reveal the surprising health benefits of sweating.

Joanne Ward, Commercial Manager for Bionsen said: “Sweating is a natural process with a range of great advantages, the nation should be proud to sweat!

“The central purpose of sweating is to regulate your body’s temperature, as moisture evaporates from your skin, it cools your body down. It can also help improve your appearance, as it washes away any impurities that may be blocking your pores, resulting in your skin being hydrated and cleansed, giving you a clean healthy glow.

“Sweating also benefits your body and mind, helping to aid muscle recovery and strengthening your cardiovascular system, alongside calming your mind and relieving stress.

“Often what Brits are really scared of is body odour. As our results show, 75% would rather sweat than smell. This is why deodorants like Bionsen’s Mineral Active Aerosol Deodorant is a great tool to help combat body odour while allowing you to sweat freely!

“So don’t be scared to sweat, take advantage of the health benefits and sweat to your heart’s content!”

Bionsen’s full range of deodorants are not only aluminium free, but also don’t contain any parabens, silicones or colourants. The products are cruelty free, dermatologically tested and are hypoallergenic, making them suitable for all skin types.

Bionsen’s full deodorant range is available from £2.69 at a variety of retailers including Boots, Amazon and Bionsen’s website: