Are toothpaste, deodorant and razors getting smaller? Personal care shrinkflation
By ShrinkRadar · Updated 2026-11-05 · Every figure comes from a sourced case
Yes. Toothpaste tubes, deodorants, razor packs and lotions keep shrinking. We have 59 documented cases of toothpaste, mouthwash, deodorant, razors, skin care, sun cream and feminine care products that got smaller, in Germany, the US, the UK, Austria, Hungary, the Netherlands, Australia, Switzerland and South Korea, from 2015 to 2026, 8 of them in 2026. The median pack lost 20.0% of its contents, a 25.0% hidden price rise per unit at the same pack price. The latest: Smyle Whitening Pro tandpastatabletten navul (toothpaste tablets refill), 65 tablets → 63 tablets (2026, prijsprofeet.nl). The biggest: Alverde Naturkosmetik Mineral Puder, 10 g → 5 g (−50.0%). Where the source also recorded the price (31 cases), 31 of 31 cost more per unit afterwards. Shampoo, conditioner, soap and body wash are on the shampoo, soap & toothpaste hub. The 18 toothpaste and mouthwash cases also have their own guide, brand by brand: toothpaste shrinkflation.
Check any pack with the unit price calculator.
Latest documented cuts
- Deodorant · 2026
Old Spice Pure Sport deodorant stick
3.3 → 3 oz−9.1%
United States · Source: mouseprint.org - Oral Care · 2026
Smyle Whitening Pro tandpastatabletten navul (toothpaste tablets refill)
65 → 63 tablets−3.1%
Netherlands · Source: prijsprofeet.nl - Oral Care · 2026
Aquafresh Fresh & Minty toothpaste (UK, 2026)
100 → 75 ml−25.0%
United Kingdom · Source: allsupers.co.uk - Oral Care · 2025–2026
Crest 3D White toothpaste tube (2026)
4.1 → 3.3 oz−19.5%
United States · Source: wcpo.com - Shaving & Razors · 2026
Gillette Venus Pro Smooth Sensitive razor cartridges (Hungary)
4 → 3 cartridges−25.0%
Hungary · Source: nkfh.gov.hu - Shaving & Razors · 2026
Gillette Fusion ProGlide manual razor cartridges (Hungary)
14 → 12 cartridges−14.3%
Hungary · Source: nkfh.gov.hu
Biggest cuts
- Personal Care · 2024
Alverde Naturkosmetik Mineral Puder
10 → 5 g−50.0%
Germany · Source: vzhh.de - Personal Care · 2020
Dr. Hauschka Gesichtsöl
30 → 18 ml−40.0%
Germany · Source: vzhh.de - Personal Care · 2020
Rituals Dao Body Scrub
325 → 200 ml−38.5%
Germany · Source: vzhh.de
Brand tracker: every documented cut
Brands with two or more cases, newest first. Each line is a separate report, often a different size or variety, so the numbers do not always chain.
Toothpaste and mouthwash
Newest first. “Hidden rise” is the extra you pay per millilitre, ounce or item if the pack price stays the same.
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| Smyle Whitening Pro tandpastatabletten navul (toothpaste tablets refill) Smyle · Netherlands · 2026 | 65 tablets → 63 tablets | −3.1% | €5.99 → €5.99 +3.2% |
| Aquafresh Fresh & Minty toothpaste (UK, 2026) Aquafresh · United Kingdom · 2026 | 100 ml → 75 ml | −25.0% | £1.07 → £0.90 +12.1% |
| Crest 3D White toothpaste tube (2026) Crest · United States · 2025–2026 | 4.1 oz → 3.3 oz | −19.5% | — |
| Tom's of Maine toothpaste Tom's of Maine · United States · 2024 | 4.7 oz → 4 oz | −14.9% | — |
| Crest 3D White toothpaste Crest · United States · 2024 | 3.8 oz → 3.3 oz | −13.2% | — |
| Crest Enamel Repair toothpaste Crest · United States · 2024 | 4.1 oz → 3.7 oz | −9.8% | — |
| Crest Gum Detoxify Crest · United States · 2023 | 4.1 oz → 3.7 oz | −9.8% | — |
| Colgate Total Colgate · United States · 2023 | 5.1 oz → 4.8 oz | −5.9% | — |
Show all 18 cases (10 more)
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| Aquafresh Complete Care toothpaste Aquafresh · United Kingdom · 2023 | 100 ml → 75 ml | −25.0% | — |
| Colgate Triple Action Toothpaste Colgate · United Kingdom · 2023 | 100 ml → 75 ml | −25.0% | — |
| Listerine Fresh Burst mouthwash Listerine · United Kingdom · 2023 | 600 ml → 500 ml | −16.7% | — |
| Listerine Mundspülung Total Care Zahnfleisch-Schutz Listerine · Germany · 2023 | 600 ml → 500 ml | −16.7% | 4,45 € → 4,95 € +33.5% |
| Crest Toothpaste Crest · United States · 2021 | 4.1 oz → 3.8 oz | −7.3% | — |
| Sensodyne ProSchmelz Tägliche Zahnpasta Sensodyne · Germany · 2020 | 100 ml → 75 ml | −25.0% | 3,89 € → 3,29 € +12.8% |
| Crest Pro-Health toothpaste (2017) Crest · United States · 2017 | 5.1 oz → 4.6 oz | −9.8% | — |
| Crest Pro Health Crest · United States · 2016 | 6 oz → 5.1 oz | −15.0% | — |
| Colgate Colgate · United States · 2016 | 8.2 oz → 8 oz | −2.4% | — |
| Sensodyne toothpaste tube (UK, 2016) Sensodyne · United Kingdom · 2016 | 100 ml → 75 ml | −25.0% | — |
Skin care, lotion and sun cream
Body lotion, hand cream, face care and sunscreen.
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| Nivea Sun UV Gesicht Anti-Age LSF 50+ Nivea · Germany · 2026 | 50 ml → 40 ml | −20.0% | 11,99 € → 11,99 € +25.0% |
| Nivea Sun Ultra Sensitive SPF 50 sun cream (UK) Nivea · United Kingdom · 2026 | 50 ml → 40 ml | −20.0% | £8.50 → £8.50 +25.0% |
| Nivea Sun Schutz & Pflege LSF 30 Nivea · Germany · 2025 | 250 ml → 200 ml | −20.0% | 8,99 € → 8,99 € +25.0% |
| Neutrogena Deep Moisture body lotion (Austria) Neutrogena · Austria · 2024 | 400 ml → 250 ml | −37.5% | — |
| Garnier Hand Repair hand cream (Austria) Garnier · Austria · 2024 | 100 ml → 75 ml | −25.0% | — |
| Schicker's Erdäpfelcreme Die Echte (Austria) Schicker's · Austria · 2024 | 300 ml → 250 ml | −16.7% | €23.90 → €23.90 +20.0% |
| Neutrogena Body Lotion Gel Hydro Boost Neutrogena · Germany · 2024 | 400 ml → 250 ml | −37.5% | 4,95 € → 3,95 € +27.7% |
| Fusswohl Fussbutter Sheabutter & Avocadoöl Fusswohl · Germany · 2024 | 200 ml → 150 ml | −25.0% | 2,99 € → 2,79 € +24.4% |
Show all 18 cases (10 more)
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| Garnier Hand Repair Garnier · Germany · 2024 | 100 ml → 75 ml | −25.0% | 2,99 € → 2,99 € +33.3% |
| Vision zonnebrandmiddel Vision · Netherlands · 2024 | 200 g → 180 g | −10.0% | €25,99 → €29,99 +28.2% |
| Garnier Ambre Solaire Sensitive expert+ Milch LSF 50+ Garnier · Germany · 2023 | 200 ml → 175 ml | −12.5% | 8,95 € → 8,95 € +14.3% |
| Balea Leichte Bodylotion Balea · Germany · 2022 | 500 ml → 400 ml | −20.0% | 0,95 € → 0,85 € +11.8% |
| Elkos MED Bodylotion Urea Elkos · Germany · 2021 | 400 ml → 300 ml | −25.0% | 1,99 € → 1,99 € +33.3% |
| Nivea Hand Creme Intensive Pflege Nivea · Germany · 2021 | 100 ml → 75 ml | −25.0% | 1,85 € → 1,85 € +33.3% |
| Garnier Mizellen Reinigungswasser All-in-1 Normale Haut Garnier · Germany · 2021 | 400 ml → 375 ml | −6.2% | 2,85 € → 3,75 € +40.4% |
| Dr. Hauschka Gesichtsöl Dr. Hauschka · Germany · 2020 | 30 ml → 18 ml | −40.0% | 22,00 € → 18,00 € +36.4% |
| Rituals Dao Body Scrub Rituals · Germany · 2020 | 325 ml → 200 ml | −38.5% | 17,50 € → 14,90 € +38.4% |
| Arya Laya Aloe Vera Body Lotion Arya Laya · Germany · 2020 | 200 ml → 150 ml | −25.0% | 14,95 € → 14,95 € +33.3% |
Deodorant
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| Old Spice Pure Sport deodorant stick Old Spice · United States · 2026 | 3.3 oz → 3 oz | −9.1% | — |
| Brut deodorant stick (Woolworths) Brut · Australia · 2025 | 75 g → 50 g | −33.3% | — |
| Secret Deodorant Secret · United States · 2024 | 2.6 oz → 2.37 oz | −8.8% | — |
| Vionell Geruchs-Block Intim Deo Vionell · Germany · 2022 | 150 ml → 125 ml | −16.7% | 2,95 € → 3,95 € +60.7% |
| Gillette deodorant stick Gillette · United States · 2015 | 4 oz → 3.8 oz | −5.0% | — |
Razors and blades
Counted per razor or cartridge.
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| Gillette Venus Pro Smooth Sensitive razor cartridges (Hungary) Gillette · Hungary · 2026 | 4 cartridges → 3 cartridges | −25.0% | — |
| Gillette Fusion ProGlide manual razor cartridges (Hungary) Gillette · Hungary · 2026 | 14 cartridges → 12 cartridges | −14.3% | — |
| Gillette Venus Comfort Glide razor cartridges (Sugarberry, Coconut) (Hungary) Gillette · Hungary · 2025 | 4 cartridges → 3 cartridges | −25.0% | — |
| Gillette Custom Plus 3 disposable razors (Costco pack) Gillette · United States · 2024 | 36 razors → 30 razors | −16.7% | $31.99 → $31.99 +20.0% |
| Gillette Rasierklingen Gillette · Germany · 2020 | 20 pieces → 18 pieces | −10.0% | 32,99 € → 31,99 € +7.7% |
Pads and panty liners
Counted per pad or liner.
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| My Camelia Maxi Binden Lang My Camelia · Germany · 2025 | 20 pieces → 16 pieces | −20.0% | 1,89 € → 1,89 € +25.0% |
| Always Dailies Cotton Protection Normal panty liners (Austria) Always · Austria · 2024 | 38 liners → 28 liners | −26.3% | — |
| Tampax tampons box (Switzerland) Tampax · Switzerland · 2024 | 22 tampons → 20 tampons | −9.1% | — |
| Always Dailies Cotton Protection Slipeinlagen normal Always · Germany · 2023 | 38 pieces → 28 pieces | −26.3% | 3,49 € → 3,25 € +26.4% |
| Record Normal-Binde Record · Germany · 2022 | 26 pieces → 20 pieces | −23.1% | 1,79 € → 1,59 € +15.5% |
Hair styling, make-up and other
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| TRESemmé Care & Protect heat protection spray (Hungary) TRESemmé · Hungary · 2025 | 300 ml → 270 ml | −10.0% | — |
| Maria Nila Extreme Spray Maria Nila · Germany · 2025 | 400 ml → 300 ml | −25.0% | 28,00 € → 28,00 € +33.3% |
| Q-tips cotton swabs, warehouse-club multipack Q-tips · United States · 2024 | 1875 swabs → 1750 swabs | −6.7% | — |
| Songreve kids facial cleanser, candy scent (South Korea) Songreve · South Korea · 2024 | 200 ml → 180 ml | −10.0% | — |
| Alverde Naturkosmetik Mineral Puder Alverde · Germany · 2024 | 10 g → 5 g | −50.0% | 3,95 € → 3,95 € +100.0% |
| Manhattan Lasting Perfection Compact Make-up 009 Honey Manhattan · Germany · 2024 | 10 g → 7 g | −30.0% | 7,99 € → 11,99 € +114.4% |
| Elnett Haarspray Intensives Volumen Elnett · Germany · 2021 | 300 ml → 250 ml | −16.7% | 3,49 € → 3,49 € +20.0% |
| Ebelin Nagellack Entferner Acetonfrei, Aloe Vera Duft Ebelin · Germany · 2020 | 200 ml → 125 ml | −37.5% | 0,95 € → 0,65 € +9.5% |
By country
| Country | Cases | Median cut |
|---|---|---|
| Germany | 25 | −25.0% |
| United States | 15 | −9.8% |
| United Kingdom | 6 | −25.0% |
| Austria | 4 | −25.7% |
| Hungary | 4 | −19.6% |
| Netherlands | 2 | −6.5% |
| Australia | 1 | −33.3% |
| Switzerland | 1 | −9.1% |
| South Korea | 1 | −10.0% |
By year
Documented cases by the year the source dates the change. This counts what was reported, not every pack that shrank, so a busy year can simply mean more coverage.
| Year | Cases | Median cut | Biggest cut that year |
|---|---|---|---|
| 2026 (so far) | 8 | −19.8% | Gillette Venus Pro Smooth Sensitive razor cartridges (Hungary) 4 → 3 cartridges (−25.0%) |
| 2025 | 6 | −22.5% | Brut deodorant stick (Woolworths) 75 → 50 g (−33.3%) |
| 2024 | 18 | −16.7% | Alverde Naturkosmetik Mineral Puder 10 → 5 g (−50.0%) |
| 2023 | 8 | −16.7% | Always Dailies Cotton Protection Slipeinlagen normal 38 → 28 pieces (−26.3%) |
| 2022 | 3 | −20.0% | Record Normal-Binde 26 → 20 pieces (−23.1%) |
| 2021 | 5 | −16.7% | Nivea Hand Creme Intensive Pflege 100 → 75 ml (−25.0%) |
| 2020 | 6 | −31.2% | Dr. Hauschka Gesichtsöl 30 → 18 ml (−40.0%) |
| 2017 | 1 | −9.8% | Crest Pro-Health toothpaste (2017) 5.1 → 4.6 oz (−9.8%) |
| 2016 | 3 | −15.0% | Sensodyne toothpaste tube (UK, 2016) 100 → 75 ml (−25.0%) |
| 2015 | 1 | −5.0% | Gillette deodorant stick 4 → 3.8 oz (−5.0%) |
How to compare toothpaste, deodorant and razors
- Price per 100 ml, per ounce or per item. The box or stick often keeps its size when the contents shrink.
- Toothpaste tubes: Sensodyne toothpaste tube (UK, 2016) 100 ml → 75 ml (United Kingdom, 2016); Sensodyne ProSchmelz Tägliche Zahnpasta 100 ml → 75 ml (Germany, 2020); Aquafresh Complete Care toothpaste 100 ml → 75 ml (United Kingdom, 2023).
- Hand cream and lotion: Garnier Hand Repair 100 ml → 75 ml (Germany, 2024); Garnier Hand Repair hand cream (Austria) 100 ml → 75 ml (Austria, 2024); Nivea Hand Creme Intensive Pflege 100 ml → 75 ml (Germany, 2021).
- Count the items. Always Dailies Cotton Protection Normal panty liners (Austria) 38 liners → 28 liners (Austria, 2024); Always Dailies Cotton Protection Slipeinlagen normal 38 pieces → 28 pieces (Germany, 2023); Gillette Venus Comfort Glide razor cartridges (Sugarberry, Coconut) (Hungary) 4 cartridges → 3 cartridges (Hungary, 2025).
- Look it up: search a brand, or use the barcode lookup.
More: all personal care cases · oral care · shampoo, soap & toothpaste · vitamin shrinkflation · diaper shrinkflation · toilet paper shrinkflation · cleaning products & dish soap · Germany list · US tracker · UK tracker.
ShrinkRadar Index for personal care: +27.9% per unit vs +1.6% official inflation (median of the same 22 priced cases since 2018)
Brand records
- Crest 7
- Gillette 6
- Garnier 4
- NIVEA 5
- Colgate 3
- Always 2
- Aquafresh 2
- Listerine 2
- Neutrogena 2
- Sensodyne 2
- Alverde 1
- Arya Laya 1
- Balea 1
- Brut 1
- Dr. Hauschka 1
- Ebelin 1
- Elkos 1
- Elnett 1
- Fusswohl 1
- Manhattan 1
- Maria Nila 1
- My Camelia 1
- Old Spice 1
- Q-tips 1
- Record 1
- Rituals 1
- Schicker's 1
- Secret 1
- Smyle 1
- Songreve 1
- Tampax 1
- Tom's of Maine 1
- TRESemmé 1
- Vionell 1
- Vision 1
FAQ
Are toothpaste, deodorant and razor packs getting smaller?
Yes. Toothpaste tubes, deodorants, razor packs and lotions keep shrinking. ShrinkRadar has 59 documented cases of toothpaste, mouthwash, deodorant, razors, skin care, sun cream and feminine care products sold in smaller packs or with fewer items, in Germany, the US, the UK, Austria, Hungary, the Netherlands, Australia, Switzerland and South Korea, from 2015 to 2026 (8 of them in 2026). The median cut is 20.0%, which is a 25.0% higher price per unit if the pack price stayed the same. The most recent: Smyle Whitening Pro tandpastatabletten navul (toothpaste tablets refill) 65 tablets → 63 tablets (2026); Aquafresh Fresh & Minty toothpaste (UK, 2026) 100 ml → 75 ml (2026); Crest 3D White toothpaste tube (2026) 4.1 oz → 3.3 oz (2025–2026).
Which personal care product shrank the most?
Alverde Naturkosmetik Mineral Puder: 10 g → 5 g (−50.0%, 2024, source: vzhh.de). Others with big cuts: Dr. Hauschka Gesichtsöl 30 ml → 18 ml; Rituals Dao Body Scrub 325 ml → 200 ml; Neutrogena Deep Moisture body lotion (Austria) 400 ml → 250 ml.
Has Crest shrunk its products?
Yes. 7 documented cuts, newest first: Crest 3D White toothpaste tube (2026) 4.1 oz → 3.3 oz (2025–2026); Crest 3D White toothpaste 3.8 oz → 3.3 oz (2024); Crest Enamel Repair toothpaste 4.1 oz → 3.7 oz (2024); Crest Gum Detoxify 4.1 oz → 3.7 oz (2023); Crest Toothpaste 4.1 oz → 3.8 oz (2021); Crest Pro-Health toothpaste (2017) 5.1 oz → 4.6 oz (2017); Crest Pro Health 6 oz → 5.1 oz (2016).
Has Gillette shrunk its products?
Yes. 6 documented cuts, newest first: Gillette Fusion ProGlide manual razor cartridges (Hungary) 14 cartridges → 12 cartridges (2026); Gillette Venus Pro Smooth Sensitive razor cartridges (Hungary) 4 cartridges → 3 cartridges (2026); Gillette Venus Comfort Glide razor cartridges (Sugarberry, Coconut) (Hungary) 4 cartridges → 3 cartridges (2025); Gillette Custom Plus 3 disposable razors (Costco pack) 36 razors → 30 razors (2024); Gillette Rasierklingen 20 pieces → 18 pieces (2020); Gillette deodorant stick 4 oz → 3.8 oz (2015).
Has Garnier shrunk its products?
Yes. 4 documented cuts, newest first: Garnier Hand Repair 100 ml → 75 ml (2024); Garnier Hand Repair hand cream (Austria) 100 ml → 75 ml (2024); Garnier Ambre Solaire Sensitive expert+ Milch LSF 50+ 200 ml → 175 ml (2023); Garnier Mizellen Reinigungswasser All-in-1 Normale Haut 400 ml → 375 ml (2021).
Has Nivea shrunk its products?
Yes. 4 documented cuts, newest first: Nivea Sun UV Gesicht Anti-Age LSF 50+ 50 ml → 40 ml (2026); Nivea Sun Ultra Sensitive SPF 50 sun cream (UK) 50 ml → 40 ml (2026); Nivea Sun Schutz & Pflege LSF 30 250 ml → 200 ml (2025); Nivea Hand Creme Intensive Pflege 100 ml → 75 ml (2021).
Did the price per unit go up?
Where the source recorded the price before and after (31 cases), 31 cost more per unit afterwards.
Why did toothpaste go from 100 ml to 75 ml?
5 tubes made exactly that cut, a quarter less paste in one step: Sensodyne toothpaste tube (UK, 2016) 100 ml → 75 ml (United Kingdom, 2016); Sensodyne ProSchmelz Tägliche Zahnpasta 100 ml → 75 ml (Germany, 2020); Aquafresh Complete Care toothpaste 100 ml → 75 ml (United Kingdom, 2023); Colgate Triple Action Toothpaste 100 ml → 75 ml (United Kingdom, 2023); Aquafresh Fresh & Minty toothpaste (UK, 2026) 100 ml → 75 ml (United Kingdom, 2026). Compare the price per 100 ml, not per tube.
Are deodorants getting smaller?
Yes. 5 cases: Brut deodorant stick (Woolworths) 75 g → 50 g (Australia, 2025); Vionell Geruchs-Block Intim Deo 150 ml → 125 ml (Germany, 2022); Old Spice Pure Sport deodorant stick 3.3 oz → 3 oz (United States, 2026); Secret Deodorant 2.6 oz → 2.37 oz (United States, 2024); Gillette deodorant stick 4 oz → 3.8 oz (United States, 2015).
Are razor blade packs getting smaller?
Yes. 5 cases: Gillette Venus Comfort Glide razor cartridges (Sugarberry, Coconut) (Hungary) 4 cartridges → 3 cartridges (Hungary, 2025); Gillette Venus Pro Smooth Sensitive razor cartridges (Hungary) 4 cartridges → 3 cartridges (Hungary, 2026); Gillette Custom Plus 3 disposable razors (Costco pack) 36 razors → 30 razors (United States, 2024); Gillette Fusion ProGlide manual razor cartridges (Hungary) 14 cartridges → 12 cartridges (Hungary, 2026); Gillette Rasierklingen 20 pieces → 18 pieces (Germany, 2020).
Is sun cream getting smaller?
Yes. 5 sunscreen cases: Nivea Sun Schutz & Pflege LSF 30 250 ml → 200 ml (Germany, 2025); Nivea Sun UV Gesicht Anti-Age LSF 50+ 50 ml → 40 ml (Germany, 2026); Nivea Sun Ultra Sensitive SPF 50 sun cream (UK) 50 ml → 40 ml (United Kingdom, 2026); Garnier Ambre Solaire Sensitive expert+ Milch LSF 50+ 200 ml → 175 ml (Germany, 2023); Vision zonnebrandmiddel 200 g → 180 g (Netherlands, 2024).
How do I compare toothpaste and deodorant prices fairly?
Use the price per 100 ml or per ounce for tubes, sticks and lotions, and the price per item for razors, cartridges, pads and liners. The unit price calculator compares packs by volume, weight or count.
Where does this data come from?
From mouseprint.org, prijsprofeet.nl, allsupers.co.uk, wcpo.com, nkfh.gov.hu, vzhh.de, examinerlive.co.uk, theguardian.com. Each case page quotes or links its source, and we list a cut only when the source gives both the old and the new size or count. We do not estimate.
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