What is premiumisation? What do we mean by masstige? And how are innovation, branding and desire driving growth for our brands? Unilever Beauty & Wellbeing’s Chief Marketing Officer Leandro Barreto shares his answers…

Unilever’s Beauty & Wellbeing business aims to build desire into everything it does – from innovative formulas to packaging and marketing

Premiumisation of our Power Brands delivers on consumer trends for luxury products at reasonable prices

Vaseline Gluta-Hya, Dove’s premium body care range, and TRESemmé Lamellar Shine are three examples of science-led, premium launches growing our Power Brands

Leandro, how would you define the terms ‘premiumisation’ and ‘masstige’ in the context of Unilever’s Beauty & Wellbeing business?
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.

How does premiumisation fit into Unilever’s growth strategy?
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.

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