Unilever Uses AI Insights to Improve Wellbeing R&D

The beauty and wellbeing landscape is undergoing a radical transformation. Today’s consumers are more discerning than ever, driven by a desire for scientific transparency and a fascination with social media-led trends. 

According to data from AWISEE, a staggering 87% of beauty product discovery now takes place on social platforms. Similarly, a survey by Talker Research for Revance finds that 91% of US adults aged 30–54 are more ingredient-aware than ever.

To stay ahead of these rapidly shifting expectations, Unilever Beauty & Wellbeing – a €12.8bn (US$14.8bn) division encompassing Hair Care, Skin Care and Wellbeing (including vitamins, minerals and supplements) – is leveraging artificial intelligence. With AI, automation and machine learning, the business is speeding up its innovation beyond past limits.

"Claims matter, trends move fast – and so must we," the company says. "That’s why across Unilever’s €12.8bn Beauty & Wellbeing business we’re using AI, automation and machine learning to speed up our innovation process beyond anything previously possible."

Accelerating consumer insights

Unilever aims to prioritise the consumer’s needs, wants and desires. However, the sheer volume of modern data requires a technological edge. 

R&D teams are now using AI-empowered tools to analyse insights 60% faster than before. By monitoring brand sentiment, engagement and search terms, Unilever can identify exactly what is driving cultural conversations.

To maintain a real-time pulse on emerging trends, more than 1,000 external data sources – including retail activity, competitor movements and social media – are automatically analysed every month. 

Once a trend is spotted, AI tools merge these findings with Unilever’s internal R&D databases. This allows experts to rapidly cross-reference ingredient libraries, formulation trials and packaging specifications to design science-led products that align with consumer demand.

The efficiency gains include concept-to-R&D-brief timelines being slashed from months to days, and the claims generation process becoming 75% quicker. Formulation cycles have also been reduced from five or six rounds to just one or two.

Digital twins and the R&D assistant

A key pillar of this digital strategy is the use of structured, standardised datasets built from a century of research. One of the most innovative applications is the creation of virtual cohorts. These are AI-generated sample groups built from Unilever’s microbiome datasets, acting as digital twins.

These cohorts allow scientists to evaluate how specific demographics – segmented by age, location, hair type or skin type – might respond to new formulas or sensory experiences. By analysing approximately 2,500 subjects simultaneously, the team can significantly reduce both costs and development time.

Supporting the human element of research is the R&D Assistant, a bespoke AI agent. This tool connects more than 150,000 scientific documents, enabling 4,500 researchers globally to query a century’s worth of insights using natural language. While these tools do not replace real-world testing, they provide an invaluable shortcut for exploring vast quantities of biological data in record time.

The practical impact of this technology is best seen in the success of Dove, Unilever’s largest brand. The Dove Damage Therapy range was developed using advanced measurement and robotic capabilities at the Materials Innovation Factory.

By visualising structures at a nano scale and exploring more than 100,000 data points on hair properties, scientists developed Bio-Protein Care technology. This innovation refills hair protein lost to colouring and heat styling. 

The result was five new patents and commercial success; Dove reported double-digit growth in 2025, bolstered by the roll-out of Damage Therapy in over 35 countries.

The future of scientific discovery

As AI continues to mine data and design products that meet precise consumer needs, the boundary of what is possible in R&D is shifting.

“For our 4,500 researchers, AI isn’t just a time-saver. It’s changing how we discover, collaborate and innovate,” explains Jason Harcup, Chief R&D Officer of Unilever Beauty & Wellbeing. 

“Structured data, AI and human creativity are redefining what’s possible in R&D and shaping the next era of innovation at Unilever.”