Entertainment
11 Best Deodorants for Kids on October 14, 2023 at 10:00 am Us Weekly

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As children get a bit older and they start to become more active, you might notice that they produce a slight body odor. While this is completely normal, you probably want your kids to smell as fresh and clean as possible throughout the day. Teaching your children good hygiene practices is an important part of their growing up, and introducing them to deodorant is a great way to start.
You might feel your kids are too young for deodorant, as the products aren’t designed for young skin. However, there are many products available on the market that are perfect for your little ones as they are gentle enough that they won’t irritate their sensitive skin and expose them to unnecessary chemicals. To help you out, we have created a list of the 11 best deodorants for kids currently available.
1. Blu Atlas Fragrance-Free Deodorant
Blu Atlas
Without a shadow of a doubt, the best deodorant for kids has got to be the Blu Atlas Fragrance-Free deodorant. While technically designed for adults, this deodorant is so gentle that it is more than appropriate for use by young children. It uses bamboo extract and sage leaf to naturally deodorize skin, eliminating body odor from the source and ensuring your little one smells clean and fresh. Absorbent volcanic ash is also featured in the ingredient list, giving a small amount of sweat control without totally blocking the natural process altogether.
The formula is free from both aluminum and parabens, so you don’t need to worry about your child being exposed to any harmful chemicals. In fact, this deodorant is made with 99% naturally derived ingredients, with a formula that is 100% clean, vegan, and cruelty-free, so you don’t need to worry about toxic chemicals that could be harmful to your health. The application process for this deodorant is also ideal for little ones, as it comes in a handy stick that is simply rubbed onto the skin. This is a great all-around product to help your child get into the habit of using deodorant, as it is safe, easy to use, and extremely effective.
About the brand: Blu Atlas is leading the pack when it comes to clean and simple health and beauty products. Their powerful vegan formulas have caught the eye and loyalty of many, offering a massive range of products that address all manner of skin and hair goals and concerns.
2. Fresh Monster Natural Gummy Burst Scent Deodorant
Blu Atlas
Bright packaging, a delicious candy scent, and natural ingredients—what more could you want for a deodorant for your children? The Fresh Monster Natural Gummy Burst Scent Deodorant is a great way to get your little one learning how to take care of their hygiene and will encourage them to form healthy habits that they will take into adulthood. The formula is plant-based and free from toxins, so you know you are not risking your kids’ health.
It is also irritant-free, meaning there is no aluminum, parabens, phthalates, or triclosan present in the formula, making it ideal for application to sensitive skin that is irritated easily. The gummy bear scent is a unique touch; however, it is appealing to children and will likely make them more inclined and enthusiastic about using this product. It also features easy application for little hands, with a smooth glide-on formula that is absorbed into the skin easily. It also features a small roll-up dial at the bottom of the packing which means they’re never going to use too much product. This is a great choice for younger kids and will get them excited about their morning routine.
About the brand: Fresh Monster was developed by two moms who believe we can keep our children clean without using toxins and harsh chemicals. Using natural formulas and kid-friendly fragrances, Fresh Monster is the ideal brand for your little one and will help to keep them clean as well as keep their health safe.
3. Kopari Natural Deodorant
Blu Atlas
The best products should work with our skin, not against it. Kopari understood this sentiment and created their Natural Deodorant as a way to use the natural functions of our body to help fight off odor and bacteria. This ultra-gentle and simple formula is a great choice for kids as there is absolutely nothing harmful in there, and it is super easy to use. The key ingredient in this deodorant is natural coconut oil which is a naturally antimicrobial and antibacterial ingredient that will work with your skin to fight off any body odor forming. Sage oil has also been added to the formula to act as a calming and soothing proponent, keeping your little ones’ skin healthy. This is one of the best deodorants for kids, as the formula is as barebones as it gets—there is no aluminum, baking soda, parabens, silicone, or phthalates present, making it as safe for kids to use as possible. The coconut oil also means the product is silky smooth, and combined with the roll-up based on the packing, application is very easy for young children. You cannot get more clean and simple than this product, so if you are a health-conscious parent, we suggest you give this one a go.
About the brand: Kopari is a brand that uses the powerful properties of coconut to create a multitude of different products that deliver serious results. They believe that everyone should have access to affordable clean beauty, and provide vegan products with high-quality ingredients at affordable prices.
4. Kid Skin Natural Deodorant
Blu Atlas
Looking for a deodorant that is specifically designed for children? Look no further than the Kidskin Natural Deodorant. This formula is designed for active children who are just starting to learn how to look after themselves and features a natural formula that won’t put their health at risk. This deodorant is completely free of aluminum, parabens, sulfates, and fragrances. It is also cruelty-free, made from vegan ingredients, and even gluten-free, making it appropriate for just about anyone. The formula instead features soothing natural ingredients such as shea butter to ensure your child’s skin stays hydrated and irritant-free.
The best part about this deodorant is that it offers a whopping 24 hours’ worth of protection. This is great for small children who are still getting used to using deodorant, as all they will need to remember is to apply it once in the morning, and they will be protected all through the day and night. The applicator is also very kid-friendly, featuring a tiny wheel at the bottom that allows kids to push up only the amount of product that they need, ensuring an easy application and minimizing the amount of wasted product.
About the brand: Kidskin is a family-run business that creates products with children in mind. They understand that the delicate skin of a child can’t tolerate many products designed for adults, and instead employ natural beauty secrets to create powerful products that will work for your little ones.
5. Ethique Rustic Citrus & Earthy Deodorant Mini
Blu Atlas
Incorporating something a little bit fun and different into your child’s routine is a great way to encourage them to start acting independently and take charge of their hygiene. The Ethique Rustic Citrus & Earthy Deodorant Mini is a great way to add a little bit of interest, thanks to this product’s interesting design and use. This deodorant is a completely solid bar that has been designed to minimize the amount of plastic waste that the deodorant industry creates.
It is also a natural formula, making it a great choice for kids as it is not exposing them to anything toxic. It uses natural zinc oxide, magnesium hydroxide, and bamboo powder to gently deodorize the skin, keeping it smelling shower-fresh all day long. The formula is free from all nasty chemicals, including aluminum and parabens, so you can be confident that your child is using only the best ingredients. Kids will love the cute heart shape design and the way they can simply rub this onto their underarms in the morning. The application couldn’t be easier, making this one of the best deodorants for kids currently on the market.
About the brand: Hailing from New Zealand, Ethique is slowly but surely establishing itself as one of the most eco-friendly brands in the world. Offering sustainable, naturally derived, and vegan products, the most notable part of the brand is that it is 100% plastic free, meaning using their products is good for you and the environment.
6. Tom’s of Maine Wicked Cool! Summer Fun Deodorant
Blu Atlas
The Tom’s of Maine Wicked Cool! Summer Fun Deodorant is another great product specifically designed with children in mind. This tropically scented deodorant is made without any parabens, aluminum, or talc, as well as any artificial flavors, colors, or preservatives. It is cruelty-free, 100% vegan, and made with naturally derived and sourced ingredients, so you can be confident that there is an ethical ethos behind the product.
Despite being a natural deodorant, it offers 24 hours of protection, which is great for young children as they only need to remember to apply it once a day. In addition, kids will love the tropical scent, which doesn’t just mask the smell of body odor; it eliminates it from the source. In fact, reviews even say that despite this being a natural product, it works better than any clinical-strength deodorant they have tried! The best part? This deodorant is super affordable and is easily available at most major drugstores.
About the brand: Tom’s of Maine was born out of two parents’ desire to provide better quality products for their children that didn’t have unnecessary chemicals and additives in them. Since 1970 the company has been providing quality bath, shower, and skincare products that are made from naturally derived ingredients and don’t contain anything that could put the health of your children at risk. Additionally, 10% of all profits made by the company go towards a non-profit charity, showing the brand’s commitment to giving back to the community.
7. TBH Fragrance-Free Deodorant
Blu Atlas
This fragrance-free deodorant from TBH is another one of the best deodorants for kids, thanks to its ability to absorb wetness and eliminate unpleasant body odor. This deodorant uses a multitude of natural ingredients to help your little one beat body odor once and for all. Charcoal is at the heart of this product, absorbing sweat and drawing toxins out of the skin. Other ingredients include coconut oil for its antibacterial and antimicrobial properties and arrowroot powder which also helps to absorb moisture.
This product is free from any harsh chemicals, phthalates, and parabens, making it a great choice for young children. It is also fragrance-free, so even if your child has extremely sensitive skin, this product will likely work for them regardless. All of this is packaged in a handy deodorant stick format with a small roller to help your child use only the amount of product they need. This is a fantastic choice for the first deodorant for your young one.
About the brand: TBH wants to help you support your child as their body grows and changes by providing simple and easy-to-use products that won’t damage their skin. Each product is carefully designed to be free from harsh chemicals and additives to ensure your child’s skin is receiving the best treatment possible and isn’t exposing them to anything toxic or unnecessary.
8. Play Pits Natural Lavender Deodorant for Kids
Blu Atlas
This Natural Lavender Deodorant from Play Pits is 100% natural, making it one of the best deodorants for kids. Many children suffer from eczema, and this can make shopping for products very difficult as it is hard to find something that doesn’t contain any irritants. However, this deodorant was designed with this in mind and is free from any irritants that might cause an eczema/sensitive skin flare-up.
It uses lavender oil to gently nourish the skin and keep flaky skin at bay. Additionally, lavender oil is known to be a calming agent and can help to soothe your child in the morning by providing some aroma therapy. Coconut oil keeps smells at bay by killing off any bacteria that may have formed on the skin, and kaolin clay absorbs excess moisture without blocking the natural sweat process. Whether your child is still small, or they’re approaching their teenage years, this deodorant is the right product for them. Even the young at heart will love this deodorant—maybe you will want to give it a try too!
About the brand: When Chantel Powell discovered a serious lack of deodorants on the market that she could buy for her 6-year-old son that was gentle enough for his skin but would still work, Play Pits was born. Play Pits takes natural, homemade-inspired remedies and turns them into powerful, effective, and affordable products that just about anyone can use.
9. Hello Unicorn Deodorant
Blu Atlas
You want your children’s products to feel as magical and whimsical as possible to help them stimulate their imaginations and grow creatively. The Hello Unicorn Deodorant is just the product for this, as the “unicorn” scent and rainbow packaging will have your little ones ready to go in the mornings.
This aluminum-free formula uses coconut oil and arrowroot powder to fight odor at the source and soak up any excess moisture. Its results have been clinically proven to last up to 24 hours, so you can be confident your kid will stay smelling fresh throughout the day. It is free from any harsh chemicals, parabens, and baking soda, and has also been dermatologically tested, so you can be confident in the safety of the product.
About the brand: Hello aim to be “naturally friendly” towards you, your skin, and the environment. Originally starting in the dental care industry, the brand has now expanded to many other types of personal care products and delivers consistent quality across its whole range.
10. Hatch Mama Fresh Mama Natural Deodorant
Blu Atlas
While the Hatch Mama Fresh Mama Deodorant might be designed for those of you who are pregnant, it is also a great choice for your kids. Products for pregnant women have to be meticulously designed to be ultra-gentle due to how vulnerable you are when you’re pregnant. Therefore, these sensitive products are also safe for your little ones. Made with all-natural ingredients, this deodorant uses coconut oil, arrowroot powder, and probiotics to kill bacteria on the skin and gently eliminate any body odor.
It has a pleasant Japanese citrus and chamomile scent is subtle enough for young children and won’t be too overpowering. It is free from all aluminum, baking soda, parabens, sulfates, and silicones, giving you the peace of mind that you are not risking your child’s health or skin.
About the brand: Designing products that are gentle enough for pregnant women, Hatch is a leader in providing all-natural solutions for those who want to ditch the chemical-laden products in their lives. Each product is so gentle that both you and your babe can use them with zero worries that you’re exposing yourselves to any nasties.
11. Frankie & Myrrh Pitchouli Natural Deodorant
Blu Atlas
Rounding up our list of the best deodorant for kids is the Frankie & Myrrh Pitchouli Natural Deodorant. Touted as the “ultimate hippie deodorant,” this product has earnt this description due to how skin and eco-friendly it is. Using the powerful combination of baking soda and coconut oil, bad smells and sweat are absorbed and eliminated throughout the day with just one application of this product.
It is scented with pure patchouli essential oil, giving the product a delicious fragrance and providing some aromatherapy to calm the senses. This is great for children as it will help to soothe them during the busy before-school rush. Because this deodorant is so gentle, it is great for kids and is a good choice for those who are a little bit older and looking to start using deodorant.
About the brand: Frankie and Myrrh aim to help you incorporate aromatherapy into as many parts of your day as possible. They have a wide range of products, including deodorants, perfumes, and household items, to help you bring some zen into your home. With all-natural ingredients, these products will help you chill out no matter the time of day.
Frequently Asked Questions
Why should kids use deodorant?
You might be wondering why a child would need to use a deodorant. Surely at their young age, an adult product isn’t an appropriate choice for them? The reason kids may need deodorant is the same as the reason why adults should—to prevent and eliminate body odor. Body odor is caused when sweat released from the sweat glands mixes with the bacteria on our skin. The bacteria starts converting the protein molecules in the sweat into acid, and this is what causes a smell. This can happen just about anywhere on the body; however, the most common places are the underarms.
As children get older and more active, their sweat glands become more active, increasing the likelihood and strength of body odor. It is good hygiene and social practice to do your best to eliminate any body odor you might be producing, and teaching your kids this is an important step in their journey of growing up and learning to take care of themselves.
How does deodorant work?
Deodorant works by using an alcohol-based formula to change the skin’s pH to be slightly acidic. This makes the skin an unlivable environment for the bacteria that causes body odor, thus stopping the protein molecule breakdown into the acid process, and ultimately eliminating and preventing body odor from occurring. It is important to note that with a deodorant, your skin still sweats, differing from an antiperspirant which stops you from sweating altogether. However, the two are often combined, with many “antiperspirant deodorant” products available.
What should you look out for in a kids deodorant?
Ingredients
Children have sensitive skin, and, due to their age, they shouldn’t be exposed to an excessive number of chemicals and harsh ingredients. This means that when choosing a deodorant for your young one, you should aim for something that has a barebones formula as possible and focuses on simple and natural ingredients.
A common deodorant ingredient is aluminum; however, even some adults aim to avoid this chemical in their products. Aluminum salts work by dissolving on the skin and plugging up your pores, preventing sweat from escaping and thus stopping the creation of body odor. While they are extremely effective, several recent studies have raised concerns by suggesting that frequent application of aluminum onto the skin could have a link to some forms of cancer, including breast cancer. Aluminum is also thought to be the cause of the white and yellow stains that appear on clothes after using deodorant.
Parabens are another common deodorant ingredient that has potential concerns. Parabens are used in deodorants as an antibacterial agent, preserving the product’s shelf life. However, some concerns applying products that include parabens can change how the body produces the hormone estrogen, which can be detrimental to health in the long term.
While the conclusions of the research for both ingredients aren’t concrete, it is better to be safe than sorry, especially when the health of young children is involved. Therefore we suggest you look out for aluminum and paraben-free products when picking a deodorant for your little one, as this will give you the peace of mind that they are not using anything potentially harmful.
Application
Another thing to think about when shopping for a kid’s deodorant is the type of applicator. Children, especially younger ones, may still struggle with coordination, so you must pick something they can use safely. Choosing something easy to use will also allow your child to use the product independently, giving them a confidence boost.
Aerosol cans are usually not a good idea for young children as there is a lot of room for potential misapplication. You want a product that is easy and fun to use. Therefore, a roll-on or stick deodorant is likely the best choice. The best idea is to simply ask your child what they think will work best for them, and perhaps even try out a few different styles of product to see what works best for them and their routine. The easier it is to apply, the more encouraged they will be to use it themselves and remember to apply it every morning.
Should I buy an antiperspirant?
Many deodorants are often a deodorant/antiperspirant hybrid, and you might be wondering if these are appropriate for your child. While the decision is ultimately up to you, there are a few things to consider here.
An antiperspirant works by blocking sweat altogether. While this is a great solution for an adult who struggles with excessive sweating, this isn’t necessarily the right choice for a child. Skin is designed to sweat for several reasons, including regulating the temperature of our bodies. A child who is constantly running around all day playing needs sweat to ensure they don’t overheat. Blocking this natural bodily process, therefore, isn’t the best idea. It is wise to steer clear of antiperspirants and simply look for a deodorizing product that will eliminate body odor without stopping sweat.
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Us Weekly has affiliate partnerships so we may receive compensation for some links to products and services. As children get a bit older and they start to become more active, you might notice that they produce a slight body odor. While this is completely normal, you probably want your kids to smell as fresh and
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Entertainment
Vertical Films Changed Everything. Are You Ready?

People don’t watch films the way they used to—and if you’re still cutting everything for the big screen first, you’re losing the audience that lives in your pocket.
Every swipe on TikTok is a tiny festival: new voices, wild visuals, heartbreak, comedy, and chaos, all judged in under three seconds. In that world, vertical films aren’t a gimmick. They’re the new front door to your work, your brand, and your career.

The movie theater is now in your hand
Think about where you’ve discovered your favorite clips lately: your phone, in bed, in an Uber, between texts. The “cinema” experience has shrunk into a glowing rectangle we hold inches from our face. That’s intimate. That’s personal. That’s power.
Vertical video fills that space completely. No black bars. No distractions. Just one story, one face, one moment staring back at you. It feels less like “I’m watching a movie” and more like “this is happening to me.” For storytellers, that’s gold.
The old rules still matter—but they bend
Film school taught you:
- Compose for the wide frame.
- Let the world breathe at the edges.
- Save the close-up for maximum impact.
Vertical filmmaking says: bring all of that craft… and then flip it. You still need composition, rhythm, framing, and sound. But now:
- The close-up is the default, not the climax.
- Depth replaces width—what’s in front and behind matters more than left and right.
- Micro-scenes—60 seconds or less—must feel like complete emotional beats.
It’s not “less cinematic.” It’s a different kind of cinematic—one that lives where people already are instead of asking them to come to you.
Your characters can live beyond the film
Here’s the secret no one tells you: audiences don’t just fall in love with stories; they fall in love with people. Vertical video lets your characters exist outside the runtime.
Imagine this:
- The day your trailer drops, your lead character is already a recurring presence on people’s For You Pages.
- There are 10 short vertical scenes—arguments, confessions, jokes—that never made the final cut but live as their own mini-episodes.
- Fans aren’t asking “What is this movie?” They’re asking, “When do I get more of her?”
When someone feels like they “know” a character from their feed, buying a ticket or renting your film stops feeling like a risk. It feels like catching up with a friend.
Behind the scenes is no longer optional
Vertical films thrive on honesty. Shaky behind-the-scenes clips. Laughing fits between takes. The director’s 2 a.m. rant about a shot that won’t work. The makeup artist fixing tears after a heavy scene. That’s the texture that makes people care about the final product.
You don’t have to be perfect. You have to be present.
Ideas you can start capturing tomorrow:
- “What we can’t afford, so we’re faking it.”
- “The shot we were scared to try.”
- “One thing we argued about for three days.”
When you show the process, you’re not just selling a film—you’re inviting people into a journey.
Think in episodes, not posts
Most people treat vertical video like a one-off blast: post, pray, forget. Instead, think like a showrunner.
Ask yourself:
- If my project were a vertical series, what’s Episode 1? What’s the hook?
- How can I end each clip with a question, a twist, or a feeling that makes people need the next part?
- Can I tell one complete emotional story across 10 vertical videos?
Suddenly, your feed isn’t random. It’s a season. People don’t just “like” a video—they “follow” to see what happens next.
The attention is real. The opportunity is bigger.
We’re in a rare moment where a micro-drama shot on your phone can sit in the same feed as a studio campaign and still win. A fearless 45-second monologue in a bathroom. A quiet scene of someone deleting a text. A single, wordless push-in on a face that tells the whole story.
Vertical films give you:
- Low cost, high experimentation.
- Immediate feedback from real viewers.
- Proof that your story, your voice, your world can hold attention.
You don’t have to wait for permission, a greenlight, or a perfect budget. You can start where you are, with what you have, and let the audience tell you what’s working.

So, are you ready?
Some filmmakers will roll their eyes and call vertical a phase. They’ll keep making beautiful work that no one sees until a festival says it exists. Others will treat every swipe, every scroll, and every tiny screen as a chance to connect, teach, provoke, and move people.
Those are the filmmakers whose names we’ll be hearing in five years.
The question isn’t whether vertical films are “real cinema.” The question is: when the next person scrolls past your work, do they feel nothing—or do they stop, stare, and think, “I need more of this”?
Entertainment
What Kanye’s ‘Father’ Says About Power, Faith, and Control

Kanye West’s “Father” video looks like a fever dream in a church, but underneath the spectacle it’s a quiet argument about who really runs the world. The altar isn’t just about God; it’s about every “father” structure that decides what’s true, who belongs, and who gets cast out.
The church as power, not comfort
The church in “Father” doesn’t behave like a safe, sacred space. It feels like a headquarters. The aisle becomes a catwalk for power: brides, a knight, a nun, a Michael Jackson double, astronauts, Travis Scott, all moving through the frame while Kanye mostly sits and watches. The room doesn’t change for them—they’re the ones being processed.
That’s the first big tell: this isn’t just about religion. It’s about systems. The church stands in for any institution that claims moral authority—governments, platforms, labels, churches, media—places where identity, status, and “truth” are negotiated behind the scenes. Faith is the language; control is the product.
Kanye as the unmanageable outsider
In this universe, Kanye isn’t the leader of the service. He’s a problem in the pews. The wildest scene makes that explicit: astronauts move in, pull off his mask, expose him as an “alien,” and carry him out. It’s funny, surreal—and brutal.
That moment plays like a metaphor for what happens when someone stops being useful to the system. If you’re too unpredictable, too loud, too off‑script, the institution finds a way to unmask you, label you, and remove you. But here’s the twist: once he’s gone, the spectacle continues. Travis still shines, the ceremony rolls on, the church keeps doing what the church does. The message is cold: no one is bigger than the machine.
Faith vs obedience
The title “Father” is doing triple duty: God, parent, and patriarchal authority. The video leans into a hard question—are we following something we believe in, or something we’re afraid to disappoint?
Inside this church, people don’t react when things get strange. A nun is handled like a criminal, cards burn, an alien is dragged away, and the room barely flinches. That’s not devotion, that’s conditioning. The deeper critique is that many of our modern “faiths”—political, religious, even fandom—have slid from relationship into obedience. You’re not invited to wrestle with meaning; you’re expected to sit down, sing along, and accept the script.
Who gets meaning, who gets sacrificed
The casting in “Father” feels like a visual ranking chart. The knight represents sanctioned force: power that’s old, armored, and legitimated by history. The cross and church setting evoke sacrifice: whose pain gets honored, whose story gets canonized, whose doesn’t. The Michael Jackson lookalike signals how even fallen icons remain useful as symbols long after their humanity is gone.
In that context, Kanye’s removal reads as a sacrifice that keeps the system intact. Take the problematic prophet out of the frame, keep the music, keep the ritual, keep the brand. The father‑system doesn’t collapse; it adjusts. Control isn’t loud in this world—it’s quiet, procedural, dressed like order.
A mirror held up to us
The most uncomfortable part of “Father” is that the congregation keeps sitting there. No one storms out. No one screams. The church absorbs aliens, icons, arrests, and weddings like it’s a normal Sunday. That’s where the video stops being about Kanye and starts being about us.
We’ve learned to scroll past absurdity and injustice with the same blank face as those extras in the pews. Faith becomes content. Outrage becomes engagement. Power becomes invisible. “Father” takes all of that and crushes it into one continuous shot, asking a bigger question than “Is Kanye back?”
It’s asking: in a world where power wears holy clothes, faith is filmed, and control looks like normal life, who is your father really—and are you sure you chose him?
Entertainment
The machine isn’t coming. It’s aleady the room.

The machine isn’t coming. It’s already in the room.
Picture this: you spend two years writing a script. You hustle funding, build a team, reach out to casting. Then somewhere inside a studio, a software platform analyzes your concept against fifteen years of box office data and decides—before a single human executive reads page one—that your film is too risky to greenlight.
This isn’t a Black Mirror episode. This is Hollywood in 2026.
The Numbers Don’t Lie
The generative AI market inside media and entertainment just crossed $2.24 billion and is projected to hit $21.2 billion by 2035—a 25% annual growth rate. Studios like Warner Bros. are running platforms like Cinelytic, a decision-intelligence tool that predicts box office performance with 94–96% accuracy before a single dollar of production money moves.
Netflix estimates its AI recommendation engine saves the company $1 billion per year just in subscriber retention. Meanwhile, over the past three years, more than 41,000 film and TV jobs have disappeared in Los Angeles County alone.
That’s not a trend. That’s a restructuring.

The Moment That Changed Everything
In February 2026, ByteDance’s AI generator Seedance 2.0 produced a hyper-realistic deepfake video featuring the likenesses of Tom Cruise, Brad Pitt, and Leonardo DiCaprio. It went viral instantly. SAG-AFTRA called it “blatant infringement.” The Human Artistry Campaign called it “an attack on every creator in the world.”
Then came Tilly Norwood—a fully AI-generated actress created by production company Particle 6—who was seriously considered for agency representation in Hollywood. The first synthetic human to knock on that door.
Matthew McConaughey didn’t mince words at a recent industry town hall. He looked at Timothée Chalamet and said:
“It’s already here. Own yourself. Voice, likeness, et cetera. Trademark it. Whatever you gotta do, so when it comes, no one can steal you.”
James Cameron told CBS the idea of generating actors with prompts is “horrifying.” Werner Herzog called AI films “fabrications with no soul.” Guillermo del Toro said he would “rather die” than use generative AI to make a film.
But here’s the thing—not everyone agrees.
The Indie Filmmaker’s Double-Edged Sword
At SXSW 2026, indie filmmakers made something clear in a packed panel: they don’t want AI to make their movies. They want AI to “do their dishes.”
That’s the real conversation happening at the ground level.
Independent filmmaker Brad Tangonan used Google’s AI suite to create Murmuray—a deeply personal short film he says he never could have made without the tools. Not because he lacked talent, but because he lacked budget. He wrote it. He directed it. The AI executed parts of his vision he couldn’t afford to shoot.
In Austin, an independent filmmaker built a 7-minute short in three weeks using AI-generated video—a project that would have taken 3–4 months and cost ten times more the traditional way. That’s the version of this story studios don’t want you focused on.
At CES 2026, Arcana Labs announced the first fully AI-generated short film to receive a SAG-approved contract—a milestone that proves AI-assisted production can operate inside union protections when done right.
The Fight Coming This Summer
The WGA contract expires May 1, 2026. SAG-AFTRA’s expires June 30. AI is the headline issue at the bargaining table—and the last time these two unions went to war with studios over it, Hollywood shut down for 118 days.
SAG is expected to push the “Tilly Tax”—a fee studios pay every time they use a synthetic actor—directly inspired by Tilly Norwood’s emergence. The WGA already prohibits studios from handing writers AI-generated scripts for a rewrite fee. Now they want bigger walls.
Meanwhile, the Television Academy’s 2026 Emmy rules now include explicit AI language: human creative contribution must remain the “core” of any submission. AI assistance is allowed—but the Academy reserves the right to investigate how it was used.
The Oscars and Emmys are essentially saying: the robot didn’t get nominated. The human did.
What This Means for You
If you’re an indie filmmaker between 25 and 45, you’re operating in the most disruptive creative environment since the camera went digital. AI can cut your post-production time by up to 40%. It can help you pre-visualize shots, generate temp scores, clean up audio, and pitch your project with a sizzle reel you couldn’t afford six months ago.
But the machine that helps you make your film is the same machine that could make studios decide they don’t need you to make theirs.
Producer and director Taylor Nixon-Smith said it best: “Entertainment, once a sacred space, now feels like it’s in a state of purgatory.”
The question isn’t whether AI belongs in your workflow. It’s whether you’re the one holding the wheel—or whether the wheel is slowly being handed to an algorithm that has never once felt what it means to have a story only you can tell.
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