Unilever drives deodorant growth through science and AI

Unilever continues to strengthen its position as the global leader in deodorants, using advanced science, AI and consumer insight to drive growth across its Personal Care portfolio, which includes Rexona, Axe, Dove and Dove Men+Care.

Deodorants represent a €24 billion global category growing at more than 6 percent annually, and Unilever sits at the centre of that expansion. The company’s €13.6 billion Personal Care business delivered underlying sales growth of 4.6 percent this year, with deodorants among its largest and fastest-growing segments.

Science-led growth across Personal Care

Investment in research and development underpins this momentum. Unilever allocates around €1 billion annually to R&D, contributing €1.8 billion in incremental turnover from innovation in 2024. In deodorants, new product development shaped by consumer understanding and advanced technology has delivered strong returns on investment.

The focus on science builds on Unilever’s long-standing role in shaping categories and setting benchmarks in personal care, particularly in sweat and odour protection.

Long-lasting protection driven by clinical testing

Consumer research showed that while most users were satisfied with their deodorant, many still experienced issues with sweat or odour. This insight led to the development of a patented anti-perspirant technology providing up to 72 hours of odour protection.

More than 60 Unilever scientists conducted over 200 clinical tests measuring sweat reduction, malodour reduction and fragrance performance. This included high-temperature sweat testing to assess wetness protection over time. The resulting technology, exclusive to Unilever, is now used across Rexona, Dove and Dove Men+Care.

Expanding deodorant use beyond the underarm

Unilever has also expanded into whole-body deodorants in response to changing consumer behaviour. Research in the UK showed that one in three adults already applied deodorant beyond the underarm, while online search interest for whole-body deodorants rose sharply in the year to March 2024.

Using its microbiome expertise, Unilever developed formulas designed for different areas of the body, focusing on the relationship between moisture, pH and odour-causing bacteria. Products are dermatologist-tested, with additional gynaecological testing for cream formats intended for external intimate use.

Market impact and future growth

Whole-body deodorants were introduced under Dove Men+Care in 2024, followed by launches from Rexona, Dove and Axe featuring Odour Adapt Technology. Unilever has doubled its share of the whole-body deodorant segment in the US over the past year, with the category expected to represent up to 15 percent of total deodorant value within three years.

This expansion reflects broader efforts to premiumise performance while addressing evolving consumer needs.

AI, automation and fragrance innovation

Scientific capability remains central to Unilever’s innovation strategy. The company has built one of the world’s largest skin microbiome data repositories, enabling targeted ingredient design that neutralises odour without disrupting the microbiome.

AI and automation are accelerating this work, with hundreds of AI applications supporting ingredient discovery and formulation testing. Robotic testing at the Materials Innovation Factory allows research cycles to be completed in weeks rather than years, while expanded fragrance development supports sensorial performance across brands.

Alan Palmer, Chief R&D Officer, Unilever Personal Care: "Unilever has been at the forefront of deodorant innovation for decades, delivering products and formulas that are creating new category benchmarks. This expertise and deep understanding of consumer needs has made Unilever today the largest manufacturer, and leader in the science, of deodorants. It allows us to compete in a way no one else can."

www.unilever.com

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