Today, Unilever released its financial results for the first quarter of 2025, reporting a turnover of €14.8 billion and an underlying sales growth of 3.0%, driven by volume growth of 1.3% and price increases of 1.7%.
The Beauty & Wellbeing segment recorded €3.3 billion with a USG of 4.1%, volume growth of 2.5% and price growth of 1.5%. This performance was driven by continued strong double-digit growth from Unilever’s Wellbeing brands.
In Hair Care, overall performance was flat as low-single digit price growth was offset by a slight decline in volume. Dove saw mid-single digit growth, driven by the relaunch of its products featuring advanced fibre repair technology and a refreshed packaging design. Sunsilk remained flat, cycling a high double-digit comparator from the previous year and facing some destocking pressures in Brazil. Nexxus delivered strong double-digit growth, benefiting from the launch of its HY-Volume range, while Clear declined amid challenging market conditions in China.
Core Skin Care posted low-single digit growth, with volume contributing positively. Vaseline and Dove both continued their double-digit trajectory, underpinned by Vaseline’s Pro Derma Ceramide range and the rollout of Dove’s body serums across the Americas.
In Prestige Beauty, underlying sales declined slightly, reflecting broader market softness. However, within the portfolio, Hourglass and Tatcha achieved double-digit growth, while Paula’s Choice and Dermalogica experienced declines. Notably, premium biotech hair care brand K18—integrated into the portfolio’s reported growth from February 2025—posted strong double-digit gains.
The Personal Care segment recorded a USG of 5.1%, with volume growth of 2.7% . This growth was led by the performance of Skin Cleansing and Deodorants in North America.
Dove, which accounts for approximately 40% of Personal Care’s turnover, was a key growth driver. The brand posted high-single digit growth in both volume and price. This strong performance was supported by the expanding success of Dove’s serum shower collection and its innovative range of whole-body deodorants. Additionally, the brand’s visibility and momentum were amplified by a well-received Super Bowl advertising campaign in the U.S.
Deodorants grew mid-single digit overall, with balanced contributions from volume and price. Dove led this category with double-digit volume growth, particularly strong in North America. Rexona remained flat, while Axe declined low-single digit, as both brands were impacted by economic challenges in Latin America, where they hold significant market presence.
Skin Cleansing delivered low-single digit growth, fueled by positive volume and price dynamics. Dove was once again the main contributor, performing strongly in both North America and Europe. Dove Men+Care introduced a premium naturals range and relaunched its core products with upgraded packaging and design, adding further momentum. Lux recorded low-single digit growth, while Lifebuoy declined due to underperformance in key markets including Indonesia, China, and India. In India, Lifebuoy was relaunched with a new skin protection proposition aimed at revitalizing the brand.
Oral Care saw mid-single digit growth, driven primarily by pricing. Closeup led the way with high-single digit growth, bolstered by the successful rollout of a new whitening range across Asian markets. Pepsodent also delivered mid-single digit growth, contributing to the segment’s steady performance.
Regionally, in Asia Pacific Africa (44% of Q1 Group turnover), underlying sales recorded €6.5 billion with growth was 2.0%, 0.6% from volume and 1.3% from price. China declined high-single digit on the back of broad-based market weakness. In this environment, we continued to focus on strengthening our business. We are accelerating portfolio premiumisation through innovations in our Power Brands and serving emerging channels better, through social-first demand creation and direct-to-consumer models.
In The Americas (36% of Q1 Group turnover), underlying sales recorded €5.4 billion with growth 4.2%, with 1.1% from volume and 3.1% from price. North America grew 6.2%, with volume up 4.0%, benefiting from the multi-year transformation of North American portfolio which showed resilience in spite of declining consumer sentiment. Growth was led by the continued success of our Wellbeing brands and by premiumisation of our brands in Personal Care. Performance in Deodorants was supported by the roll out of whole body innovation across brands, expanding the deodorant segment beyond underarms. All five Business Groups grew in the first quarter.
In Europe (20% of Q1 Group turnover), underlying sales recorded €2.9 billion with growth 3.2%, with volume growth of 3.0% and price of 0.2%. Home Care continued to deliver high-single digit growth supported by its strong innovation programme across Fabric Cleaning and Fabric Enhancers. Personal Care grew mid-single digits, led by volume. By country, Italy and Poland started strongly into the year, while growth in the United Kingdom was virtually flat against a strong prior year comparator.
