For the first half of 2025, Unilever’s Beauty & Wellbeing division saw underlying sales growth of 3.7%, with 1.7% from volume and 2.0% from price.
It noted that a strong performance for the wellbeing division, “more than offset subdued growth in beauty,” it said.
Meanwhile, its Personal Care division grew by 4.8%, with 1.4% from volume and 3.3% from price, and a strong performance from its ‘Power Brand’, Dove.
Hair care sales flat, but wellbeing is winning
The firm said its Beauty & Wellbeing division accounts for 21% of its group turnover and going forward, it plans to focus on three key priorities.
- Premiumising the core Hair and Skin Care portfolios
- Fuelling growth of the Prestige Beauty & Wellbeing portfolios with selective international expansion
- Strengthening competitiveness through innovation and a social-first approach to consumer engagement.
The business said that in the first half of 2025, Hair Care sales were flat, with low-single digit price offset by a decline in volume. It also said its iconic TRESemmé brand saw a volume sales decline in the first half of 2025, but hair care sales for Dove were still in growth.
Its Core Skin Care division saw low-single digit growth, with performance varying across brands and markets. Innovation-led brands Vaseline and Dove saw strong growth.
Sales in the Prestige Beauty division were flat and the firm said “the prestige beauty market remained subdued.” The Hourglass, Tatcha, and K18 brands all saw double-digit growth, but sales declined for derma-led brands Paula’s Choice and Dermalogica.
Unilever also highlighted that its Wellbeing brands delivered “double-digit growth for the 21st consecutive quarter,” led by strong performances from Liquid I.V. and Nutrafol.
Clear focus on premium personal care
The Personal Care division, which accounts for 22% of the group turnover has been focused on “developing superior technology and multiyear innovation platforms” and “expanding into premium areas and digital channels,” according to the business.
Deodorants grew low-single digit with positive volume and price. The business said there was volume growth in North America and Europe, but declining volume sales in Latin America. It highlighted that its Dove brand grew double-digit with high-single digit volume, which it believed was “supported by the launch of whole-body deodorants.”
Skin Cleansing grew in low-single digits, led by price, and the Dove brand was again a standout star thanks innovative NPD. And Oral Care sales grew in mid-single digits.
After undertaking several acquisitions of beauty businesses already this year – Unilever acquired both Minimalist and Wild in April and Dr. Squatch in June – the multinational said it plans to enhance its Personal Care portfolio “in premium and high growth spaces.”
Unilever’s CEO Fernando Fernandez clearly stated the business’ priorities going forward. “Looking ahead, our priorities are clear: more Beauty & Wellbeing and Personal Care; disproportionate investment in the US and India; and a sharper focus on premium segments and digital commerce,” he said.
Fernandez also said the company is “building a marketing and sales machine that drives desire at scale in our power brands.”
The firm said it now invests around 15.5% of its turnover in branding and marketing.
Last month its heritage brand Vaseline received a prestigious Cannes Lions Award for its viral ad campaign.