Unilever sets new standards for integrating beauty and wellbeing

Unilever Beauty & Wellbeing, a €13.2 billion powerhouse spanning haircare, skincare and wellbeing products, delivered 6.5% underlying sales growth in 2024, with volumes up 5.1%. Driving this momentum is a bold strategy that recognizes a simple truth: beauty and wellbeing are deeply interconnected.

The Link Between Beauty and Wellbeing

At Unilever, beauty and wellbeing are not separate categories. How people feel influences how they look, and how they look influences how they feel. Consumers increasingly want solutions that support physical appearance and mental wellbeing, and Unilever is designing products that do both.

A 2024 study commissioned by Unilever across the UK, US, India and Brazil revealed that nine in ten people believe beauty and wellbeing are connected, while 93% want the industry to actively promote both. This insight underscores a powerful consumer shift—and Unilever’s response is to deliver personalised, accessible solutions that meet these dual needs globally.

A Strategy Rooted in Science

Unilever’s R&D teams have spent more than two decades investigating the science that links beauty and wellbeing. Advances in digital and genomic insights, alongside pioneering research into areas such as skin biology, the microbiome, nutrition and neuroscience, have deepened this expertise.

For example, Unilever scientists have:

Uncovered the correlation between systemic cortisol levels and perceived ageing.

Pioneered research on the impact of sleep on scalp and hair health.

Built the world’s largest proprietary skin microbiome database, in partnership with the University of Liverpool.

This work, reflected in over 13,000 academic publications and 20,000 patents, provides the foundation for Unilever’s category-defining innovation.

By integrating knowledge across its global business with digital and AI tools, Unilever is creating a catalyst for faster, smarter innovation—designing products with proven wellbeing benefits while elevating sensorial experiences, from fragrance to packaging.

This strategy is already fueling growth across key markets and categories:

Nutrafol, OLLY and Liquid I.V. are expanding rapidly, reflecting consumer demand for lifestyle-driven, science-backed products that deliver tangible results.

Vaseline’s Gluta-Hya range, launched in Thailand in 2020, is now sold in over 20 markets and continues to be one of the brand’s best-performing premium innovations, addressing both physical skin concerns and the emotional wellbeing linked to them.

Dove Scalp + Hair Therapy redefines the clinical scalp care category into a holistic wellness experience—nourishing scalp health while enhancing confidence with beautiful sensorials and design.

The Future of Beauty & Wellbeing

By uniting science, creativity and global reach, Unilever Beauty & Wellbeing is building a portfolio of desirable brands that go beyond surface-level beauty. It’s a strategy that delivers on consumer needs, drives sustainable business growth, and sets a new standard for how the industry can empower people to look good, feel good—and thrive.

www.unilever.com

Follow Marketing Report on LinkedIn