This shift in consumer expectations inspired Dove Active Cleansers, a science-led innovation that reimagines cleansing as the beginning of skincare. By combining recognised skincare actives, BIO-Ceramide technology and Active Deposition Technology, Dove is transforming an everyday habit into a meaningful skincare experience.
At the heart of the innovation is a simple idea: care while you cleanse. Recognising that cleansing is one of skin’s most receptive moments, Dove set out to make this everyday step do more, combining effective cleansing with the delivery of skincare benefits.
Using advanced scientific tools, Dove researchers demonstrated that cleansing can significantly enhance the availability of key skin-benefit ingredients, shaping a new approach to delivering skincare benefits during cleansing.
The range is built around three interconnected actions: Clean, Deliver and Care. Together, they represent a new approach to cleansing, one that elevates the category beyond hygiene and into active skincare.
The portfolio addresses different consumer needs through formulations featuring niacinamide for even-looking tone, glycerin for hydration and salicylic acid for oil control, while supporting skin barrier health.
Dove Active Cleansers exemplify how HUL is leveraging science, premium innovation and deep consumer understanding to create unmissably superior products. It is an example of our focus on building future growth spaces, premiumising categories and responding to evolving consumer aspirations through meaningful innovation.
Because for today's skincare consumer, cleansing is no longer simply about what comes off the skin. It is about what the first step can deliver.
Frequently asked questions
What are Dove Active Cleansers?
Dove Active Cleansers are facial cleansers designed to go beyond traditional cleansing. They combine recognized skincare actives, Dove BIO-Ceramide technology and Active Deposition Technology to help deliver skincare benefits while cleansing.
How are Dove Active Cleansers different from conventional face washes?
Conventional cleansers primarily remove dirt, oil and impurities. Dove Active Cleansers are designed to clean, deliver and care, helping address needs such as hydration, even-looking tone and oil control while supporting skin barrier health.
What is Active Deposition Technology?
Active Deposition Technology is Dove's proprietary technology designed to improve the availability of skincare actives during the cleansing process, helping the wash-off step deliver more meaningful skincare benefits.
What does “Deliver to the Skin, Not the Sink” mean?
The phrase captures the science behind the platform: helping key skin-benefit ingredients remain available to the skin during cleansing, rather than simply being rinsed away.
What is Dove BIO-Ceramide technology?
Dove BIO-Ceramide technology is designed to support the skin barrier and help skin feel comfortable, hydrated and cared for after cleansing.