Unilever has expanded its portfolio of refillable deodorant and antiperspirant, adding three Dove lines.
Marking the brand’s debut in refillable antiperspirant, the launch comprises three starter kits, each containing a case and one 35ml refill with a choice of three fragrances: Original, Violet & Tonka Bean, and Peony & Pineapple.
Individual refills come in Original, Violet & Tonka Bean, Peony & Pineapple, Macadamia & Coconut, White Flower & Heliotrope (Superdrug exclusive) and Lily & Green Lime (Boots exclusive).
Each Dove antiperspirant offers 72-hour protection from sweat and odour and contains signature skincare ingredients that have been dermatologically tested and are suitable for sensitive skin.
All new lines will be widely available from February, backed by a nationwide, social-first £7.5m campaign set to kick off in March. The activation will see Dove partner with content creators and span digital platforms including YouTube, BVOD and CTV, as well as social channels such as TikTok, Meta and Pinterest. It will also include a consumer pop-up, partnerships and high-impact OOH and TV.
The launch of Dove’s new antiperspirants came after sales of refillable deodorants had “grown rapidly in the past 12 months”, Unilever said. The fmcg giant was “committed to growing this segment further with Dove, building on the success of the Wild brand by offering consumers a complementary proposition with additional benefits”.
Last January, Unilever acquired Wild, the fast-growing maker of refillable deodorants that are natural and plastic-free, in a deal believed to be worth about £230m.
“Refill formats continue to be an exciting growth space within deodorants, said Chris Barron, UK&I GM of Unilever’s personal care business. “By bringing together Dove’s 72-hour protection and signature skincare benefits in a beautifully designed refillable case, we’re expanding shopper choice within the refill category.”
The launch built “on our continued efforts to grow the Wild brand, which has resonated with consumers through its natural deodorant proposition, sustainability credentials and direct to consumer engagement”, Barron added. “Together, Dove and Wild allow us to broaden the appeal of refills and accelerate category growth. Our vision at Unilever is for refills to become a significant pillar of the deodorants category.”
Value sales of Dove deodorants grew 10.6% last year on units up 11.1% [NIQ 52 w/e 6 September 2025].
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