Around nine in ten women report feeling self-conscious when experiencing certain health symptoms in public, with excessive sweating among the most prominent concerns.
The issue is often linked to hyperhidrosis, a medical condition characterised by uncontrollable and excessive sweating beyond what is needed for temperature regulation. It can occur without physical exertion or heat.
According to the International Hyperhidrosis Society, nearly 5% of the world’s population lives with hyperhidrosis, equating to approximately 385 million people globally. The condition is more prevalent than psoriasis, yet awareness remains low. Research indicates that 27% of those affected remain undiagnosed.
Studies show women are more likely than men to seek medical support for hyperhidrosis. For many, the condition disrupts daily routines, leading some to cancel social plans or avoid interactions due to embarrassment or anxiety about visible sweating.
Martijn Bohncke, co-founder of Polarwise, a company offering anti-sweat and odour products, has observed notable shifts in purchasing patterns.
Data from the beginning of 2026 shows women were the primary buyers of the company’s specialised deodorant designed to reduce sweating.
In the 35–44 age group, women accounted for 50.5% of purchases over the past two months, compared with 49.5% for men. The difference was more marked among older consumers. Women aged 55–64 represented 60.8% of purchases in their age group, while men made up 39.2%.
The figures point to strong demand for targeted solutions among female and older demographics.
Aimee Victoria Long, a personal trainer based in London, said she frequently encounters the issue among clients. “I’ve had plenty of female clients mention feeling self-conscious about sweating, especially in busy gyms or group classes. There’s this unspoken pressure for women to still look ‘fresh’ while training, which is honestly unrealistic. Sometimes it’s not even about the workout itself; it’s about being around other people and feeling noticed. But I’ve learned to see it differently over time. Sweating just means you’re putting in the work.”
Polarwise has outlined four common signs that may indicate hyperhidrosis. Sweating excessively from more than one area of the body is one indicator, as primary hyperhidrosis typically affects multiple sites such as the underarms, face, head, or hands. Sweating during sleep may also be a sign and is more common in secondary hyperhidrosis, which can arise from medications or underlying medical conditions, with individuals often waking to find damp sheets.
Frequent skin infections can occur because chronic moisture leads to skin maceration and breakdown, increasing susceptibility to conditions including folliculitis, impetigo, athlete’s foot, and a greater proneness to warts. Increased body odour is another possible symptom, as excessive sweat mixes with skin bacteria and produces stronger odours, particularly in localised areas.
Medical experts emphasise that hyperhidrosis is treatable. Individuals experiencing persistent symptoms are advised to consult a GP. Treatment options include specialised antiperspirants, medications and other interventions aimed at managing symptoms and restoring confidence.
Despite affecting hundreds of millions globally, the condition remains under-discussed, particularly given its impact on women’s social and emotional well-being.