Dove has introduced a new range of refillable deodorants, which Unilever describes as a key milestone in expanding the adoption of refillable packaging formats. The new variety consists of three starter tools, with each one comprising a case with a characteristically planned and fragranced 35ml refillable anti-perspirant chunk. Three diverse scents are obtainable Original, Violet & Tonka Bean, and Peony & Pineapple. In addition to the starter pack scents, six different, separate refill scents can also be bought, including Macadamia & Coconut, Lily & Green Lime, and White Flower & Heliotrope.
All the refills are planned to fit interchangeably into any of the cases, in a bid to give shoppers more chances for personalization. As per Unilever, the refillable deodorants industry has experienced a period of rapid development in the past year, with a 45% growth, now meaning it holds a 4% stake of the total deodorants marketplace.
Unilever itself has made forays into this ground with its acquisition of refillable deodorant innovator Wild, in a deal allegedly worth around €275 million. Mentioning this news at the time, Wild’s co-founder Charlie Bowes-Lyon maintained that “Unilever’s proficiency, reach and reach” will support “further raise the brand and bring our idea to more customers.” Bowes-Lyon sustained: “We aim to prove that Wild can be a normal brand, supporting the drive-to-drive sustainable packaging acceptance across the business. If we succeed, this type of packing could roll out to more brands and become the standard.”
In the meantime, Chris Barron, GM for Unilever’s Personal Care commercial in the UK&I, expresses “Refill formats remain a thrilling development space within deodorants. This innovation is also shaped by our continued efforts to develop the Wild brand, which has resonated with customers through its natural deodorant proposal, sustainability identifications, and direct-to-customer engagement.
“Together, Dove and Wild permit us to widen the demand for refills and hasten category development. Our vision at Unilever is for refills to become a noteworthy pillar of the deodorants group.” Refill arrangements are developing as a main development lever within personal care as customers seek more sustainable choices without decreasing performance. By leveraging Dove’s measure and brand trust, Unilever focuses on hastening acceptance of refills, enlarging category value, and accompanying its present refill-attentive portfolio, together with brands such as Wild.
18 February 2026
18 February 2026
18 February 2026
18 February 2026