Dove enters whole body market as Unilever expands deodorant portfolio

Unilever, the UK’s number one deodorant manufacturer^[a], is significantly expanding its whole body deodorant portfolio with the launch of new ranges from Dove and Dove Men+Care. With a focus on odour protection plus skincare, the launches are designed to help retailers capitalise on a fast-growing sub-category and recruit more shoppers into the whole body segment.

Alongside Dove entering the category, Unilever has also announced 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.

Adding more occasions to the deodorant category is a key growth driver and the addition of brands to the whole body segment, particularly those that meet additional needs such as skincare, is key to accelerating penetration.

Dove

Following a successful launch in the US, and consumer anticipation online^[b], Dove Whole Body Deodorant presents a significant incremental growth opportunity for retailers in the UK. With malodour and skin sensitivity concerns closely correlating across body parts^[c], Dove - the second biggest female deodorant brand in the UK^[d] - has a distinct role to play in the whole body sub-category, offering odour protection across the body with added skincare- driving new usage occasions and value into the category.

The new range provides 48-hour odour control, is formulated with skincare-loving ingredients and comes in three formats*:

• an easy application spray with nourishing oils suitable for chest, thighs and beyond;
• a glide-on stick with 25% nourishing serum and gynecologically tested, suitable for chest, thighs and intimate areas;
• and a cream with Vitamin B3, gynecologically tested and suitable for chest, thighs and intimate areas which works to restore and enhance the most delicate areas.

Available in three beautifully crafted fragrances — Lavender & Camomile, Raspberry & Rose, and Sea Mist & Peony. All are dermatologically tested, with Sea Mist & Peony also hypoallergenic and available exclusively at Boots. The range has been designed to appeal to a broad female audience, while also meeting specific needs including those of menopausal women and individuals with sensitive skin.

Addressing the insight that irritation is the biggest barrier for men purchasing whole body products^[e], Dove Men+Care - the third biggest Male Deodorant brand in the UK^[f] -is also entering the whole body market with three formats*: a spray, a stick and a cream and feature unique odour control technology. Dermatologically tested, the range also provides men with added skincare with the products enriched with plant-based moisturisers to attract and retain moisture as well as Vitamin B3, which acts as an antioxidant and strengthens skin barrier. The range comes in three fragrances: Marine + Blue Cypress, Bamboo + Aloo, and Cedar + Shea Butter (available exclusively in Boots).

Sure

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^[g], which pioneered the whole body segment in the UK in 2025 and delivered significant RSV in the deodorants category in its first year.

Lynx

Lynx continues to be a key growth driver for the male grooming category, with the brand growing 5.3% in 2025^[h], buoyed by the launch of its Lower Body Spray. With lower body malodour being the top concern for men after under arms^[c], the range successfully brought new shoppers to the deodorant aisle, with 73% of its sales being incremental to the category^[h].

To build on this success, Lynx is expanding its Fine Fragrance collection with Lynx Lower Body Vanilla and Bergamot, tapping into the growing trend for gourmand scents, which is popular amongst Gen Z shoppers^[i].

The portfolio is built on innovations that meet key consumer demands. All products feature Unilever patented technology for effective, all-over malodour protection. The quick-drying, alcohol-free formulas are also accredited by the British Skin Foundation.

Chris Barron, General Manager for Unilever's Personal Care business in the UK&I, comments: “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.

“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. This strategic expansion is proven to attract new shoppers and drive incremental value for our retail partners. With significant marketing investment planned for 2026 to help consumers understand which whole body product is suited to their daily needs, we are confident in delivering further category growth.”

The launch will be supported by a heavyweight £5.5m social-first marketing campaign for Dove running from April, which will see the brand partner with content creators and span digital platforms including YouTube, podcasts, BVOD and CTV, as well as social channels such as Meta, Tik Tok and Reddit, sampling activity and partnerships as well as TV - with 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 in-store.

Unilever’s new whole-body collections are available across grocery and beauty retailers from February.