How premiumisation is powering growth for Unilever’s beauty brands

Premiumisation is about elevating a product’s value through superior quality, unique features and enhanced consumer experiences. It’s not just about a higher price; it’s about high-performance formulations, sensorial excellence, trusted efficacy and aspirational branding.

Masstige, a blend of ‘mass’ and ‘prestige’, refers to products that combine the desirable attributes of luxury, like premium ingredients and sophisticated design, with the accessibility of mass-market pricing. These products democratise beauty, making prestige more attainable while still maintaining an air of exclusivity.

In Unilever Beauty & Wellbeing, we aim to build desire into everything we do. Premium and masstige offerings are central to sparking that desire, and they are delivering strong growth across our portfolio globally.

Premiumisation is a key pillar of our growth strategy. In Q1 2025, we saw double-digit growth from both Vaseline and Dove (PDF 527.27 KB), supported by premium launches in the Americas.

Our insights show that consumers are increasingly value-conscious, seeking products that offer a taste of luxury without the luxury price tag. They want quality and performance, and they’re willing to pay more when the product delivers.

Focusing on premium and masstige segments helps us enhance brand perception, foster stronger brand loyalty, achieve higher margins, and tap into fast-growing demand for high-quality, differentiated products. The strategy is supported by sustained investment in innovation, marketing and sustainability, ensuring we continue to meet and exceed consumer expectations.

Innovation is the engine of premiumisation. We’re constantly developing advanced formulations powered by high-performance ingredients, leveraging cutting-edge technology – like AI, big data and robotics – to create superior products, and driving digital transformation to enhance personalisation, brand storytelling and consumer engagement.

Whether it’s skincare, haircare or wellbeing, our innovations are rooted in science and designed to deliver visible, credible results.

Premium cues span multiple touchpoints. There’s product design. Sleek, minimalist and elegant, designed to stand out on-shelf and feel at home in a luxury environment.

When it comes to packaging, high-quality materials, tactile finishes, and sustainable solutions signal care and sophistication.

And in marketing, premium storytelling focuses on product efficacy, sensorial experience, brand heritage and emotional connection, often tapping into self-expression, empowerment or wellbeing.

Together, these elements create a cohesive, elevated, aspirational brand experience that consumers trust.

We’ve had several strong wins across our portfolio.

Vaseline Gluta-Hya is an innovation combining glutathione and hyaluronic acid. It builds on Vaseline’s heritage with a modern, science-led formulation and has become a top performer in premium skincare.

Dove’s premium body care range delivers a luxurious feel with skin microbiome nourishment, supported by powerful messaging around self-esteem and confidence. It has been especially well received for its efficacy and sensorial experience.

And TRESemmé Lamellar Shine is a standout in the haircare category. It offers salon-quality results at home through advanced lamellar technology, delivering instant shine and smoothness. It’s driving growth in key markets and reinforcing TRESemmé’s professional edge.