About Mitchum
Mitchum is an American brand of antiperspirant and deodorant products with a heritage dating back to 1919, when Paul Mitchum invented a revolutionary antiperspirant formula. The brand was formally established in 1959 in Tennessee and purchased by Revlon Corporation in January 1970, remaining part of the Revlon portfolio to this day. Known for its marketing slogan "So effective you can skip a day," Mitchum specialises in high-performance formulas designed for extended protection against sweat and odour. The brand offers dermatologist-tested products providing up to 48-hour efficacy, making it popular among consumers seeking reliable all-day protection. During the 1970s and 1980s, Mitchum expanded significantly under Revlon's marketing infrastructure with campaigns targeting heavy perspiration users. The UK product range includes multiple formats: roll-on deodorants (100ml and 50ml), aerosol sprays (150ml and 200ml), gel deodorants, and stick formats. Popular variants include Shower Fresh, Powder Fresh, Ice Fresh, and the Ultimate Gel range. Mitchum also offers a Clinical range featuring their most advanced formula for maximum protection. All products are designed to be quick-drying and gentle on skin whilst tough on moisture. In 2005, Revlon launched the "Mitchum Man" campaign, the brand's first major promotional effort in nearly two decades, targeting men in their 30s and 40s. Revlon filed for Chapter 11 bankruptcy in June 2022 but continues to operate, with Mitchum remaining a core brand. Compare Mitchum antiperspirant prices at Boots, Superdrug, Tesco, Sainsbury's and Savers with Grocefully.












