Dove and Unilever Accelerate Refillable Deodorant Packaging Across Europe
The latest innovation from Unilever and Dove highlights how refillable formats are moving into the mainstream personal care market, supporting waste reduction and circular packaging goals across Europe.
What's New
Dove, owned by Unilever, has introduced a refillable deodorant system across selected European markets, featuring a reusable outer case paired with interchangeable deodorant refills. The modular format launches with a starter kit containing a durable case and a 35ml deodorant refill, alongside a wider range of refill-only fragrance options designed to be compatible across the system.
The design aims to reduce single-use plastic while maintaining convenience, brand consistency, and ease of use for consumers. The initiative builds on Unilever’s wider strategy to scale refillable solutions within everyday personal care products, following its recent acquisition of refill-focused brand Wild.
Why this matters
Refillable packaging is transitioning from niche to mainstream within the personal care sector. While refill formats currently account for a small share of the deodorant category, they are seeing rapid year-on-year growth as consumers increasingly prioritise waste reduction, reuse, and sustainable product choices.
By rolling out refillable deodorants at scale under a globally recognised brand like Dove, Unilever is helping to normalise reuse models and demonstrate how standardised, interchangeable packaging systems can work in high-volume FMCG categories. This approach supports circular economy ambitions while reducing material usage without compromising performance or consumer experience.
Who should care
Personal care & FMCG brand owners → Refillable systems show how sustainability can be integrated into mass-market products without sacrificing usability or brand appeal.
Packaging designers & manufacturers → Modular and interchangeable formats signal growing demand for durable cases, refill compatibility, and scalable reuse systems.
Sustainability & innovation teams → Refillable deodorants offer a practical route to reducing packaging waste and meeting corporate sustainability targets.