This Q&A was first published in The Grocer in September 2026.
- Libby, what insights and industry trends were behind the launch of Dove body + mind earlier this year?
The launch of Dove body + mind serum body wash range was a strategic entry into the fast-growing premium body wash segment. It delivers clear beauty benefits tapping into the skinification of body care along with an inventive, mood-boosting experience. Built on Dove’s trusted skincare expertise, the collection met the call for products that provided holistic wellness and sensorial self-care. Bringing a spa-like experience to the home, the innovation represented a significant step forward in premium body care and helped us engage new demographics who have a greater interest in elevated self-care.
- How has the range performed to date?
As our most premium body wash yet, the Dove body + mind range step-changed the category in 2026 and has certainly resonated with modern consumers. The Dove body + mind launch was supported with disruptive in-store launches, including our first scent-infused permanent trays, and our biggest-ever social-first campaign.
- And why have you decided to expand the collection?
We’re starting to treat our bodies like our faces, and body care is skin care’s next frontier. This ‘Skinification’ has led to a sharp rise in demand for body care products that provide the same advanced ingredients and efficacy as facial care items.
The launch of body + mind showcased there was a clear gap in the market for a wellness beauty proposition that delivered functional skin benefits and luxury design codes - offering an upgrade for people’s cleansing routines. On top of this, the demand for different cleansing formats is rapidly growing in the UK, such as foams and scrubs. The launch of Dove body + mind mousses and scrubs taps into the growth of novel formats, and the launch of bath soak and salts helps bring the same skin care benefits and mood boosting fragrances into bathing, a segment which too often lacks true innovation and newness.
- Can you share further details on the new range extension?
This summer we introduced a new scent with Dove body + mind Orange Blossom & Shea serum body wash variant (Boots exclusive, with wider distribution in 2027), designed to tap into the demand for botanical, uplifting fragrances. All our body + mind fragrances are created in collaboration with the University of Bristol and are proven to have mood-boosting attributes.
Dove body + mind Dragon Fruit & Primrose, and Dove body + mind French Lavender & Oat Milk are now available as a rich shower mousse, a smooth body polish scrub, plus body salts and a foaming serum soak for baths. The new formats are boosted by a high level of moisturising ingredients, plus vitamin E and niacinamide to deliver next-level skin care in the shower.
This expanded portfolio delivers on sensory and fragrance cues for different personal care rituals, providing holistic benefits for the body and mind. We unveiled the innovation with in-store scented tray activations across retailers and engaging social activity, including a press trip to Sweden to immerse UK beauty influencers in the new collection with a ‘slow down, glow up’ experience.
Frequently asked questions
What is Dove body + mind?
Dove body + mind is Dove’s most premium body wash and cleansing collection, created for the growing group of shoppers seeking skincare-inspired benefits from their body care products. It pairs serum-style formulas with mood-boosting fragrance, bringing a spa-like, sensorial experience into the home.
What products are in the expanded Dove body + mind range?
Alongside the original serum body wash, Dove body + mind Dragon Fruit & Primrose and Dove body + mind French Lavender & Oat Milk are now available as a rich shower mousse, a smooth body polish scrub, body salts, and a foaming serum soak for baths. A new Orange Blossom & Shea serum body wash variant was also introduced in summer 2026.
What ingredients are in Dove body + mind, and what do they do?
The new formats contain a high level of moisturising ingredients, plus vitamin E and niacinamide. These are familiar facial skincare actives, chosen to deliver next-level skin care in the shower and bath as part of the wider shift towards treating body skin the way we treat facial skin.
Are the Dove body + mind fragrances really mood-boosting?
Every Dove body + mind fragrance is developed in collaboration with the University of Bristol and is proven to have mood-boosting attributes. The intention is holistic: the formulas care for skin while the scents support a sense of wellbeing during everyday cleansing and bathing rituals.
Where can you buy Dove body + mind in the UK?
Dove body + mind is available across UK retailers, supported by in-store scented tray activations. The Orange Blossom & Shea serum body wash variant launched as a Boots exclusive, with wider distribution planned for 2027.