Unilever’s Beauty & Wellbeing division, valued at €13.2 billion, is transforming itself by combining beauty with wellness to meet evolving consumer expectations. Powered by brands like Dove, Vaseline, Nutrafol and Paula’s Choice, the business achieved 6.5% growth in 2024, driven by demand for products addressing both appearance and overall well-being.
The move is aligned with broader trends in the industry. In its 2024 beauty trend preview, Mintel noted, "The next chapter of wellness will be mind-body beauty, where mental well-being and physical appearance are interconnected."
Recently, Unilever's beauty and well-being segment (accounting for 21% of turnover) saw a 3.7% sales growth in the first half of 2025, driven by a 1.7% increase in volume and 2.0% in pricing, with strong performance in well-being offsetting slower growth in beauty. Personal care (accounting for 22% of turnover) grew 4.8%, with Dove achieving high-single-digit growth.
Why Beauty and Wellness Are Interconnected
Today, nine in 10 consumers view beauty and wellness as deeply linked, per Unilever, seeking products that enhance both. Unilever is leaning into this shift with science-backed innovations like Vaseline’s Gluta-Hya range for hyperpigmentation and Dove Scalp + Hair Therapy for scalp health. These products deliver personalized, accessible solutions for holistic beauty.
Science-Driven Innovation for Beauty and Wellness
Unilever’s strategy combines science and digital technology to create products that go beyond aesthetics. From microbiome research to cortisol and aging studies, the company says it is focused on delivering real well-being benefits through brands like Olly and Liquid I.V. Patented technologies further strengthen Unilever’s position as a leader in the beauty and wellness space.
