Unilever accelerates beauty innovation with AI

Unilever is using artificial intelligence to transform product development across its €12.8 billion Beauty & Wellbeing division, aiming to respond more quickly to shifting consumer trends and demand for science-led products.

The company’s research and development teams are applying AI, automation, and machine learning to analyse consumer insights, accelerate formulation processes, and develop new products across hair care, skin care, and wellbeing categories.

AI reduces development timelines

Unilever reports that AI-driven tools are enabling teams to analyse insights 60 percent faster, reducing concept-to-development timelines from months to days. The company has also shortened formulation cycles from five or six iterations to one or two, while speeding up claims generation by 75 percent.

The system processes more than 1,000 external data sources each month, including social media, search trends, retail data, and competitor activity, to identify emerging consumer preferences in real time.

Jason Harcup, chief research and development officer at Unilever Beauty & Wellbeing: "For our 4,500 researchers, AI isn’t just a time-saver. It’s changing how we discover, collaborate and innovate. Structured data, AI and human creativity are redefining what’s possible in R&D, and shaping the next era of innovation at Unilever."

Data-driven insights shape product design

The company has developed internal AI tools that combine external consumer insights with its own scientific databases, including ingredient libraries, formulation trials, and clinical studies. This allows teams to design products aligned with both consumer demand and scientific validation.

AI-generated “virtual cohorts” are also being used to simulate how different consumer groups may respond to formulations. These digital models enable researchers to test products across thousands of variables simultaneously, reducing time and cost in early-stage development.

AI supports new product launches

AI-enabled research has contributed to recent product launches, including Pond’s Hydra Miracle range, which features a formulation designed to improve skin hydration and barrier strength. The technology behind the range was developed using AI to identify connections within microbiome data.

Similarly, Dove Damage Therapy range uses a protein-based formulation designed to repair hair damage. Development involved analysing more than 100,000 data points on hair properties, supported by advanced measurement and robotics at Unilever’s Materials Innovation Factory.

The company has filed multiple patents linked to these innovations, with Dove reporting double-digit growth in 2025 following the rollout of the Damage Therapy range across more than 35 countries.

Responding to changing consumer behaviour

Unilever’s investment in AI reflects broader shifts in consumer behaviour, particularly in beauty and wellbeing, where shoppers increasingly seek transparency around ingredients and product performance. Social media and digital platforms now play a central role in product discovery and evaluation.

By integrating AI into its R&D processes, the company aims to accelerate innovation cycles while maintaining scientific rigour, positioning its brands to respond more effectively to evolving market demands.

www.unilever.com

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