Key takeaways on Unilever premiumising its deodorants
- Unilever is significantly expanding its whole-body deodorant category across Dove, Dove Men+Care, Sure and Lynx.
- The business aims to premiumise the segment with skincare-led formulations and patented malodour technology.
- New scents, new formats and exclusive Boots launches will help brands tap rising consumer demand.
- Marketing investment of £5.5m will support awareness, education and retailer growth in 2026.
- Whole-body deodorants are positioned as one of the biggest personal care behaviour shifts in over 45 years, says the business.
Unilever, the UK-based beauty and personal care multinational, is significantly expanding its whole-body deodorant portfolio.
The business, which claims to be the UK’s number one deodorant manufacturer, will launch whole-body deodorants for its Dove and Dove Men+Care brands. The range will focus on odour protection plus skincare, with the launches “designed to help retailers capitalise on a fast-growing sub-category and recruit more shoppers into the whole-body segment,” according to Unilever.
Alongside Dove entering the sub-category, Sure is extending its range with two new trend-led floral and fruity fragrances, Rio Coconut and Amber Woods, while Lynx is expanding its Fine Fragrance collection with Lynx Lower Body Vanilla and Bergamot.
Unilever targets new usage occasions with whole-body formats
Unilever said that adding more occasions to the deodorant category is a key growth driver, and that the addition of brands to the whole-body segment – particularly those that meet additional needs such as skincare – is essential to accelerating penetration.
Dove Whole Body Deodorant launched in the US last year, and Unilever believes it presents a significant incremental growth opportunity for retailers in the UK. The business said that malodour and skin sensitivity concerns closely correlate across body parts, and that Dove, as the second-biggest female deodorant brand in the UK, has a clear role to play in the whole-body sub-category. It aims to offer odour protection across the body, with added skincare driving new usage occasions and value into the category.
Chris Barron, General Manager for Unilever’s Personal Care business in the UK&I, said that the adoption of whole-body deodorants is the biggest personal care behaviour change in more than 45 years, and that Unilever is aiming to lead this new category.
“Unilever’s whole-body launches transformed the growth trajectory of the deodorants category in 2025, and the addition of new brands presents a huge opportunity to drive growth for retailers,” he said.
“By expanding our portfolio with trusted brands like Dove and Dove Men+Care, alongside new scents from Sure and Lynx, we are meeting a wider range of consumer needs, from skincare and sensitivity to performance and fragrance.”
He added that the strategic expansion is “proven to attract new shoppers and drive incremental value for our retail partners.” Barron also confirmed that the business has significant marketing investment planned for 2026 to help consumers understand which whole-body product suits their daily needs. “We are confident in delivering further category growth,” he said.
Dove, Sure and Lynx strengthen their roles in the growing segment
The new Dove women’s range provides 48-hour odour control, is formulated with skincare-focused ingredients, and comes in three formats:
• A spray with nourishing oils suitable for the chest, thighs and beyond
• A glide-on stick with 25% nourishing serum that is gynaecologically tested and suitable for the chest, thighs and intimate areas
• A cream with Vitamin B3, gynaecologically tested and suitable for the chest, thighs and intimate areas, designed to restore and enhance more delicate skin
It will be available in three scents: Lavender & Camomile, Raspberry & Rose, and Sea Mist & Peony. All variants are dermatologically tested, and Sea Mist & Peony is also hypoallergenic and will be available exclusively at Boots. Unilever said the range has been developed to appeal to a broad female demographic, while also meeting specific needs including those of menopausal women and individuals with sensitive skin.
Meanwhile, Dove Men+Care — the third-biggest male deodorant brand in the UK — will address the insight that irritation is the biggest barrier for men purchasing whole-body products. It is entering the whole-body market with three formats: a spray, a stick and a cream, each featuring unique odour control technology.
The range is dermatologically tested and offers men added skincare benefits, with products enriched with plant-based moisturisers to attract and retain moisture, as well as Vitamin B3, which acts as an antioxidant and strengthens the skin barrier. The launch will come in three scents: Marine + Blue Cypress, Bamboo + Aloo, and Cedar + Shea Butter (exclusive to Boots).
For 2026, Sure is extending its range with two new trend-led floral and fruity fragrances: Rio Coconut and Amber Woods. The new launches build on the success of Sure — the UK’s number-one deodorants brand — which pioneered the whole-body segment in 2025 and delivered significant RSV in its first year.
The Lynx brand also continues to be a key growth driver for the male grooming category, having grown 5.3% in 2025. Unilever noted that lower-body malodour is the second most important concern for men after underarms. Lynx is expanding its Fine Fragrance collection with Lynx Lower Body Vanilla and Bergamot, tapping into the growing trend for gourmand scents, particularly among Gen Z shoppers.
The portfolio is built on innovations that meet key consumer demands. All products feature Unilever’s patented technology for effective, all-over malodour protection. The quick-dry, alcohol-free formulas are accredited by the British Skin Foundation.
Major marketing investments planned to accelerate consumer adoption
The launch will be supported by a heavyweight £5.5m social-first marketing campaign for Dove running from April, including partnerships with content creators and digital activity spanning YouTube, podcasts, BVOD and CTV, as well as social channels including Meta, TikTok and Reddit.
Sampling, partnerships and TV activity will follow, alongside further investment across Sure and Lynx. Extensive in-store support, including educational POS and store takeovers, will run from the February launch to help shoppers navigate the new proposition and drive trial and conversion.
