Unilever expands whole body deodorant portfolio with new Dove ranges

UK – Unilever is launching new whole-body deodorant lines under Dove and Dove Men+Care to drive retailer expansion in the UK’s fast-growing deodorant market. 

The expansion includes its full-body offerings, with the debuts of Dove and Dove Men+Care, alongside Sure’s new scents in Rio Coconut and Amber Woods, and Lynx’s Lower Body Vanilla and Bergamot. 

This strategy targets rising demand for multi-area protection, helping retailers boost sales in a segment pioneered by Unilever last year. 

The additions address key needs, such as skin sensitivity and irritation, which often deter shoppers from whole-body products.

Chris Barron, General Manager for Unilever’s Personal Care business in the UK&I, stated, “The adoption of whole body deodorants is the biggest personal care behaviour change in over 45 years, and we are committed to leading 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.”

Dove Whole Body Deodorant, building on US success and UK buzz, enters with 48-hour odour control and skincare ingredients in spray, stick, and cream formats tailored for chest, thighs, and intimate areas. 

Fragrances include Lavender & Camomile, Raspberry & Rose, and Sea Mist & Peony (hypoallergenic, Boots exclusive), all dermatologically tested for broad appeal, including menopausal women and users with sensitive skin. 

Dove Men+Care follows suit with spray, stick, and cream options featuring plant-based moisturizers, Vitamin B3, and scents like Marine + Blue Cypress, Bamboo + Aloe, and Cedar + Shea Butter (Boots exclusive).

Sure, the top UK deodorant brand adds trend-forward Rio Coconut and Amber Woods to capitalize on its 2025 whole-body pioneering.

Lynx, up 5.3% last year, is extending its Fine Fragrance line with a lower-body spray featuring Vanilla and Bergamot, targeting Gen Z’s gourmand preferences and driving 73% incremental category sales. 

According to Unilever, all products use patented, alcohol-free, quick-drying formulas accredited by the British Skin Foundation for effective malodour control.

To accompany the launch, a £5.5 million (USD 6.99 million) social-first campaign for Dove starts in April, partnering with creators across YouTube, podcasts, BVOD, CTV, Meta, TikTok, Reddit, plus sampling, TV, and in-store POS such as educational displays and takeovers. 

Product rollouts will begin in February in grocery and beauty stores.

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