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Summary

A range of Unilever products being used, as well as advertising lifestyle imagery.

Detailed description

The text “Creating Desire at Scale” appears. The overall look is clean and modern. The curved, white U-shaped design element of the Unilever “U” branding is present throughout the video.

A smiling woman with voluminous wavy brown hair appears large in the centre of the screen. She is wearing gold earrings, two thin gold necklaces and a brown vest top. She has a tattoo on her left shoulder.

The camera quickly moves past her to the left, almost through her hair, with the light briefly dazzling the view.

A woman opens a sachet of white Liquid I.V. Hydration Multiplier powder and sprinkles the contents into a glass of water. She is wearing a white vest top and a green and pink cardigan. The woman is wearing a gold necklace and two thin gold rings. The water and powder swirls around in a glass, fanning out to the edge of the screen. The camera zooms in on orchid flowers tumbling through water, with vibrant yellow, white and red swirling patterns. This scene is largely blurred.

A close-up of a blue flower appears, each petal is shown in detail.

The frame then switches to a colourful food dish, filled with rice, chicken pieces, tomatoes, courgettes, diced red onions and chopped green herbs. Small red tomatoes are thrown in the air, followed by roasted courgettes over a flame.

A smiling woman with long, brown hair wearing purple pyjamas falls in slow motion onto a bed with pink bedding in a brightly lit room. The room features teal panelled walls, a colourful wavy-patterned headboard, and large windows with yellow curtains. There are also hanging spherical lights, a plant near the window, and a cityscape visible outside. As the woman falls onto the bed, we see a vibrant explosion of multicoloured powder and flowers bursting across the room.

A woman with blonde hair lathers a bar of white soap around her shoulders. She places a bar of Dove soap onto a blue tray.

We then see three women smiling, dancing on the spot and spraying whole-body deodorant over themselves, all in unison. They are in an outdoor square with café tables and a large tree in the background. The woman at the front of the three wears a cream top and blue trousers. One woman in the background wears a white bra top and faded jeans. The other wears a black top and shorts, and has extensive visible tattoos. Two other women, further in the background, dance across the view, from right to left.

A variety of images fly around the screen, including a red teapot and a yellow rubber duck. The image then swirls into a vortex and a bottle of Cif Infinite Clean all-in-one spray comes into view.

We then see an open pouch of Knorr Cheddar Broccoli Rice Sides from below. The background is multicoloured vibrant reds, greens and oranges. The pouch looks like it is being shaken and rice is erupting from the top. The rice grains are then close up, flying in slow motion through the air.

A hand appears squeezing a lemon, followed by a man’s face leaning in to smell the aroma from a steaming cooking pot. He has dark brown hair and a moustache.

A close-up of two eyes, and a woman’s face come into frame. She has long brown hair, tied up in a ponytail. She’s wearing red lipstick and a gold chain. She’s holding a product in her hands.

Viewed from above, a small gold jar of Hourglass Veil Translucent Setting Powder falls in slow motion onto a black surface, causing an explosion of light-coloured powder from under it.

The next frame shows red powder being scooped up.

A water droplet falls from the petal of a white and yellow flower onto a purple and yellow petal. There’s a close up of a pink flower, covered in water droplets.

A thin white U-shaped line art appears overlaid throughout the video.

No audio and no captions available

About Unilever

Our strategy

The fundamental shifts and priorities to deliver Unilever’s financial ambitions.

Perform and transform

Consumers are demanding more than ever from brands. At the same time, technology is rapidly reshaping choice and raising expectations. Our overriding priority in this fast-changing environment is to accelerate Unilever’s transformation and deliver our value creation ambitions.

We now have a clear strategic framework to drive the transformational shifts needed: realising our Desire at Scale model to elevate the offering of our brands and execute flawlessly in market; creating a high-performance, Play to Win culture; and building a faster, simpler and technology-enabled organisation Fit for the AI Age.

Our Value Creation Ambition

Deliver absolute profit growth in line with top 1/3 total shareholder return.

Driven by:

  • Volume Growth

  • Gross Margin Expansion

7 Strategic Growth Priorities

Clear priorities across our categories, segments, channels and geographies — focusing our resources where momentum is strongest and returns are highest.

Hand holding a K18 hair product spray bottle with mist visible, set against a warm pink background. The image is tagged ‘Category’.

Beauty

A hand reaches out to pick up a Liquid I.V. Hydration Multiplier stick in a white-and-peach design labelled ‘Sugar-Free, White Peach.’ Several other sticks are stored upright in a clear glass beside various skincare bottles, jars, and tubes. The scene includes neatly arranged personal care items and reed diffusers. The image is tagged ‘Category’.

Wellbeing

Close-up of an underarm adorned with pink and purple flower petals, creating a floral decorative effect. The image is tagged ‘Category’.

Personal Care

Nexxus Promend Oil Resurrection for Hair bottle in metallic silver with dynamic liquid splash effect on a black background. The image is tagged ‘Segment’.

Premium

Two Nutrafol hair growth supplement containers labelled “Women” and “Men” with capsules placed on a wooden surface. The image is tagged ‘Channel’.

Digital commerce

Person holding a Dove body care product in a bathroom setting with white tiles in the background. The image is tagged ‘Geography’.

United States

Person holding Dove Exfoliate Away body wash bottle near shoulder in a bright bathroom setting. The image is tagged ‘Geography’.

India

Frequently asked questions

  • What is Unilever’s strategy?

    Our strategy identifies the fundamental shifts and priorities to deliver Unilever’s financial ambitions.

    What are the 3 fundamental shifts Unilever is making?

    We are accelerating Unilever’s transformation in three key ways:

    1. Desire at Scale

    • SASSY brands: Elevating brands through Science, Aesthetics, Sensorials, being Shared by others, Young-spirited and relevant in culture.
    • Frontline machine: Delivering execution excellence through marketing and sales across all consumer and customer touchpoints.

    2. Play to Win

    • Winning culture: Building a culture where our people Play to Win and where performance is rewarded.
    • Uncompromising on talent: Attracting, accelerating and developing the best talent in value-driving roles.

    3. Fit for the AI Age

    • AI & technology: Powering creativity, growth and margin expansion throughout our business.
    • Productivity & simplicity: Rewiring our organisation to be simpler, faster and more agile.

    What are Unilever’s 7 strategic growth priorities?

    We are sharpening our focus on seven strategic growth opportunities to support long-term value creation:

    Categories

    1. Beauty

    2. Wellbeing

    3. Personal Care

    Proposition

    4. Premium

    Channels

    5. Digital Commerce

    Geographies

    6. United States

    7. India

    How does sustainability underpin Unilever’s strategy?

    We are protecting and enhancing the value of our business through innovation, operational efficiency and long-term resilience, focused on four key sustainability priorities: climate, nature, plastics and livelihoods.

    Find out more about our strategy in the Unilever 2025 Annual Report and Accounts (PDF 6.16 MB).

  • What is Unilever’s value creation plan and ambition?

    Our value creation plan 2026 is aimed at delivering absolute profit growth in line with our top-third total shareholder return ambition. It includes the following:

    Growth algorithm

    • Mid-single-digit growth (USG)
      • With UVG of at least 2%
    • Modest margin improvement (UOM) fuelled by gross margin
    • Top 1/3 total shareholder return

    Cash generation

    • Cash conversion
      • Sustain ~100% cash conversion over time
    • Debt
      • ~2x net debt/EBITDA[a]
      • Strong single A credit ratings
    • Return on invested capital
      • High-teens ROIC

    Capital allocation

    • Growth & productivity
      • Capacity and margin expansion
      • Brand investment
    • Portfolio reshaping
      • Bolt-on M&A
      • No transformational M&A
    • Capital returns
      • ~60% dividend payout ratio
      • Share buybacks with surplus cash

    Find out more about the value creation plan and ambition in the Unilever 2025 Annual Report and Accounts (PDF 6.16 MB).

  • How is Unilever creating Desire at Scale through its brands?

    We are transforming our approach to brands and marketing with a Desire at Scale model that is designed to elevate every step of the consumer journey – from product development right through to the way we reach and engage with people. Find out more about Desire at Scale in action below.

    Beauty & Wellbeing

    Innovation-led premiumisation

    • Dove: Renovated hair care range developed using BioProtein Care technology. Rollout across eight markets including the US, India and Brazil.
    • K18: HeatBounce launch featuring resilicore heat-shielding technology. Multi-channel launch including salon takeovers, in-store activations, stylist events and influencer partnerships.
    • Liquid I.V.: Multi-year innovations continue to fuel growth, launching in India with locally tailored flavours and introducing its sugar-free range into three markets, including China. Also introduced a new sugar-free energy line with natural caffeine, which launched successfully in the US. Large-scale Amazon promotions, through Prime and Alexa, have helped to raise brand awareness.

    Social-first

    • Vaseline: #VaselineVerified campaign tapping consumer-generated “hacks” and validating them through lab testing. Working with influencers as co-creators. Recognised at Cannes Lions Festival with Titanium Lion.

    Partnerships

    • Nutrafol: Entered its first multi-year partnership in the US with Major League Baseball as Official Hair Growth Partner.

    Find out more in the Unilever 2025 Annual Report and Accounts (PDF 6.16 MB).

    Personal Care

    Innovation-led premiumisation

    • Dove Serum Shower Collection: Active skincare ingredients with MicroMoisture™ technology, and delivered strong results in North America. Continued its multi-year expansion entering into India at the end of 2025.
    • Dove Garden Tea Party range: Limited-edition range in the US featuring the first fragrance crafted by Unilever’s in-house team, following Unilever’s announcement in 2024 of a €100 million investment in developing our fragrance capabilities.
    • Whole-Body Deodorants: Whole-body formats introduced in the US in 2024 under Dove and Dove Men+Care. Technology scaled across Rexona and Axe in 2025. Now in 15 markets.
    • Axe: New gourmand-inspired variants and limited editions like Cherry Spritz and Sunset Fresh featuring notes such as key lime, sage and apple. Increasingly popular with Gen Z.
    • Closeup: Teeth whitening solutions powered by stain-control science. Now available in key markets across Asia.

    Social-first

    • Dove #ShareTheFirst: First creator-led initiative challenging the pressure of digital perfection built entirely on unfiltered user-generated content.
    • Rexona “The Locker Room”: Social hub using real-time listening and content generation significantly increasing online engagement. Laying the foundation for expansion ahead of the FIFA World Cup 2026™.

    Partnerships

    • Dove x Crumbl partnership: Available in over 4,000 Walmart locations supported by in-store activations. Strong engagement and rapid sales with over half of consumers being first-time Dove buyers.
    • UEFA Women’s EURO 2025™ campaign: Multi-brand campaign with Dove, Rexona and Axe activating across Europe featuring 360° touchpoints.

    Find out more in the Unilever 2025 Annual Report and Accounts (PDF 6.16 MB).

    Home Care

    Innovation-led premiumisation

    • Wonder Wash (Dirt Is Good): Introduced category-defining innovation in 2024 designed for short, cold cycles to meet evolving consumer needs. Scaled to 30 markets including India and Brazil.
    • Cif Infinite Clean: Multi-purpose, reloadable spray using probiotic technology to break down dirt with probiotics remaining effective for up to 72 hours. Premium packaging features mist technology for even surface coverage. Rolled out across five European markets including France and the UK with strong early results.
    • Probiotic cleaning technology expansion: Wipol in Indonesia, Sunlight in Vietnam and Vim in India now offering the technology in various products.

    Social-first

    • Surf Excel and ICC Women’s Cricket World Cup: Created a viral moment when Jemimah Rodrigues’ dirt-stained jersey became a celebration of its “Dirt Is Good” philosophy with the suggestion “Don’t clean it. Frame it.”

    Partnerships

    • Dirt Is Good sports partnerships: Working with Usain Bolt, the Argentinian Football Association and Arsenal Football Club boosting brand relevancy and deepening consumer connection.
    • “It’s Part of the Game” campaign: Partnership with Arsenal Women’s team and Dirt Is Good helping to break the stigma around period blood in sport.

    Find out more in the Unilever 2025 Annual Report and Accounts (PDF 6.16 MB).

    Foods

    Innovation-led premiumisation

    • Knorr bouillons and seasonings: Innovation and product superiority fuelled particularly strong growth in the Philippines, Indonesia and the US.
    • Knorr mini-meals and cooking pastes: Expanded ready-to-heat pots inspired by trending global cuisines. Introduced new cooking pastes in the UK and Germany such as Sundried Tomato & Herbs and Smoked Chilli & Lime designed for air fryer use.
    • Flavoured mayo range: Reached €100 million across 35 markets supported by launches like Hellmann’s Ranch in the UK and Flamin’ Hot in Mexico.
    • Unilever Food Solutions (UFS): Launched chefs-for-chefs innovations in China, such as Knorr Professional Seasoned Soy Sauce marking the brand’s first premium variant developed specifically for culinary professionals.

    Social-first

    • Knorr #UnlockYourGreenFlag: Biggest social-first campaign positioning cooking as a universal ‘green flag’ in the dating world. Partnered with the world’s most downloaded dating app and influencers across 29 markets driving a measurable uplift in brand preference.

    Partnerships

    • Hellmann’s Big Game activation: Celebrated the US football season with its fifth Big Game activation generating over 40 billion earned media impressions. Multi-channel campaign combining Perfect Store execution across online platforms and in-store activations with bold creative.
    • UFS Future Menus: Works with chefs in over 50 markets. Focus in 2025 on Asian and South American cuisines supported by signature products such as Hellmann’s Spicy Mayo and Ancho Chipotle Sauce helping chefs create popular dishes like tacos and dumplings.
    • Hellmann’s NBA collaboration: Extended collaboration with Brazilian NBA, combining cultural engagement with consumer activation and product innovation. Introduced new flavours such as Barbecue Bacon and Garlic in squeeze format delivering high penetration in the squeeze segment and significant sales growth among younger consumers.

    Find out more in the Unilever 2025 Annual Report and Accounts (PDF 6.16 MB).

  • How is Unilever building a Play to Win culture?

    We have taken decisive steps towards building a winning culture to enable sustained higher performance. Find out more about Play to Win culture below and in the Unilever 2025 Annual Report and Accounts (PDF 6.16 MB).

    • Performance: Driving accountability and performance by setting clear goals, aligned with our strategic priorities. In 2025, most office-based employees had in-year goals, with strong participation in mid-year reviews. Coaching and feedback have become more central to how we work.
    • Reward: Updated our reward framework to drive stronger reward differentiation and ensure performance is recognised.
    • Behaviours: Introduced new employee behaviours in late 2024: care deeply, focus on what counts, stay three steps ahead and deliver with excellence. Employees across offices and factories have taken part in culture immersion workshops to understand what these behaviours mean in their roles.

  • What is Unilever doing to become Fit for the AI Age?

    We are accelerating our evolution into an organisation Fit for the AI Age, with a particular focus on stimulating creativity and driving growth by leveraging the most technology-advanced, AI-enabled capabilities at our disposal.

    Find out more about how Unilever is using AI and technology below and in the Business Group (PDF 6.16 MB) and People & Organisation (PDF 6.16 MB) sections of the 2025 Annual Report and Accounts.

    Unilever R&D Fit for the AI Age

    • AI-powered simulations in R&D eliminating the need for multiple physical trials and accelerating the speed with which we can bring innovations to market.
    • Approach to innovation evolved through an AI formulation tool significantly reducing time to market.

    Unilever Marketing Fit for the AI Age

    • Investment in digital technologies to accelerate social-first approach, including launch of the Beauty AI studio to drive content at scale and improve asset creation in key markets. Underpinned by Unilever’s Brand DNAi speeding up marketing production, reducing execution costs and increasing responsiveness to social media trends.
    • AI-powered design capabilities used by Home Care brand teams, speeding up asset production and enabling storytelling designed for social platforms.
    • Advancement of digital content supply chain with the launch of the Personal Care AI Studio harnessing integrated digital and automation tools. Improving the speed of asset creation through more efficient production processes. Now live in four markets with further rollouts planned for 2026.

    Unilever Supply Chain Fit for the AI Age

    • AI-enabled workflows streamlining supplier onboarding and improving procurement competitiveness through real time data, faster sourcing decisions and greater efficiency.
    • Investing in future-fit skills building, including social and AI capabilities, with a particular focus on marketing.

    Unilever HR Fit for the AI Age

    Shift in 2025 from time-intensive people-centred HR processes to solutions powered by technology and AI making backend operations more efficient including deployment of chatbots as the first point of contact for most HR matters.

  • How is Unilever becoming more productive and simpler?

    Our organisation today is simpler, our cost base is leaner, and we are a more focused, agile and productive company than we have been for many years. Find out more about productivity and simplicity below and in the 2025 Annual Report and Accounts (PDF 6.16 MB).

    Beauty & Wellbeing

    • Building a segmented supply chain to accelerate growth in premium products, and unlock cost efficiencies, including completing the in‑housing of around half of Liquid I.V.’s production.
    • Regional transformation projects underway, with cost savings expected to materialise over the next two years, including simplification, with SKUs reduced by over 30% since early 2024, vertical integration of key materials, and network optimisation to reduce warehouse and logistics costs while better serving channel‑specific needs.
    • Building capacity and capability to drive portfolio premiumisation, including establishing more than ten agile production lines for innovations such as Dove’s renovated hair care range.

    Personal Care

    • Stepped up investment in capacity and capabilities across our supply chain to support a more premium, higher-margin portfolio.
    • Product mix is now significantly simplified, more global, and centred on our Power Brands.
    • Reduced number of SKUs by over 20% since 2022, unlocking operational efficiency.

    Home Care

    • Supply chain undergoing major transformation to deliver cost savings, supported by a €150 million investment across Europe, focused on driving efficiencies and unlocking growth.
    • Investment in enhanced production in emerging markets such as Brazil and India, for future growth formats, including liquid detergents.
    • Focus on vertical integration and direct‑to‑customer dispatch models, including producing key materials like surfactants and designing fragrances in‑house, improving supply resilience and securing long‑term cost benefits.
    • Co‑locating distribution centres with factories, enabling faster, more direct deliveries to customers, including opening a new distribution site in China, with more planned in Thailand and the UK in 2026.

    Foods

    • New soy sauce plant in Greater China, evolving from a pilot plant to full‑scale production, incorporating advanced controls to enable breakthroughs in fermentation, with significant design changes helping to optimise capital expenditure and improve volume.
    • Removed more than 25% of SKUs, reduced ingredients by 20% and streamlined formulations by nearly a third since 2019.
[a]

EBITDA is underlying earnings before interest, taxation, depreciation and amortisation; ROIC is underlying return on invested capital; UOM is underlying operating margin; USG is underlying sales growth; and UVG is underlying volume growth. See pages 40 to 46 for further details on these measures. Dividend payout ratio is calculated as dividend per share/underlying earnings per share.

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