Dove enters natural deodorant category with VITAMINCARE+

With natural, clean and sustainable products taking the deodorant market by storm, it’s no wonder Dove has launched its disruptive deodorant range to meet growing demand for premium, aluminum-free products.

Dove reports that the aluminum-free deodorant category grew 25.5% in the U.S. in 2023. The Unilever-owned brand’s Dove VitaminCare+ range is described as a "next generation" range of premium aluminum and paraben-free stick deodorants that use vitamin B3 to boost skin’s natural odor defenses, providing reliable odor protection for up to 72 hours. The collection is available across the U.S. in six fragrances, ranging from raspberry and rose to peach and shea butter.

Brand Director Laura Kleffer revealed:"Until now, there was a void in the market for an aluminum-free deodorant that could offer consumers more – added vitamins, premium skin care benefits, a delicious scent and long-lasting odor protection. Dove is the perfect brand to meet these growing consumer demands.

"We believe we can also launch a superior product. Our consumer testing has yielded very positive results in terms of odor protection, skin care, sensory and premium cues compared to competitor brands."