Why it matters:
- Suave’s modernization push taps product innovation and a fresh take on marketing to woo younger consumers (including men), just as ‘drugstore’ beauty enjoys a sales wave.
- Even a 90-year-old brand can be edgy with the rollout of 34 new items — the biggest expansion in decades, with an emphasis on telling stories around features and benefits-geared product ingredients to resonate with next-gen consumers and stand out on retail shelves.
- There’s life after divestiture: A team of consumer-packaged goods veterans is rebuilding the venerable Suave brand after Unilever sold it in 2023, seeing success at retailers such as Walmart, according to Nielsen data.
Although Suave reports its brand name is recognized by 95% of U.S. households, its products fell out of the top-seller list over the years.
When Rafael Lopes stepped in as Vice President of Innovation and Brand Equity for the heritage brand in 2023, his challenge was to turn recognition into revenue.
Founded in 1937, Suave was owned by Helene Curtis before being acquired by Unilever in 1996 for $770 million. In 2023, Unilever divested the brand, selling it to private equity firm Yellow Wood Partners for an undisclosed price. Suave now operates as a stand-alone company helmed by former Unilever executive Daniel Alter. The company said its sales are around $700 million through major retailers, including Walgreens, CVS, Target, Dollar General, Walmart, Kroger, ShopRite, and Stop & Shop.
New life for an old brand: ‘We had to elevate the brand without losing touch with our current consumers.’
Despite its well-known name, Suave has faced challenges amid a wave of new competitors on retailer shelves. Its shampoo sales, for example, declined 7.7% in mass/food stores for the 52 weeks ending on December 24, 2024, per Circana.
The new team plans to change that trajectory by doubling down on innovation, upgrading packaging, and implementing a fresh marketing approach.
“There was an emotional connection with the brand because everyone has known it for so long. There wasn’t brand rejection, but people just weren’t connecting with it,” Lopes, a veteran of Unilever and L’Oréal, told CO—. “We had to elevate the brand without losing touch with our current consumers.”
In-depth consumer research shaped a comeback plan, focusing on its value positioning combined with product benefits.
In February, Suave unveiled its biggest launch lineup in decades, introducing 34 new products across hair, body, and men’s care — all affordably priced between $1.99 and $5.99.
[Read more: Scents of Change: Generation Z and Men Drive Fragrance Boom]
Marketing muscle reaps results: New Suave body wash becomes a Walmart bestseller
A new marketing campaign, “There’s more to it,” aims to convey that Suave is more than just shampoo; it is also deodorant, body lotion, body wash, and men's products packed with results-oriented active ingredients. Suave took over a billboard in New York City’s Times Square to amplify the message.
There was an emotional connection with the brand because everyone has known it for so long. There wasn’t brand rejection, but people just weren’t connecting with it. We had to elevate the brand without losing touch with our current consumers.Rafael Lopes, Vice President of Innovation and Brand Equity for Suave
Ingredient stories, according to Lopes, resonate with younger consumers who viewed the brand as outdated.
“They are savvy when it comes to ingredients,” he said. “The new products we are coming out with offer benefits and solutions. You see the product benefits articulated on our packaging.”
The messaging is crucial to stand out in self-service mass market stores. An example of the new breed of products is Strawberry Delight Body Wash.
“It is performing exceedingly well. The label calls out specific fragrance notes, highlighting what the product smells like. We’re also adding claims of what the fragrance does when you are showering or bathing with it,” Lopes said.
The item is the fourth-best-selling new body wash at Walmart this year and was in the top five of new items nationally in April (according to NielsenIQ based on units for the calendar year ending April 19, 2025).
Part of the reinvigoration of the brand is a collection of body lotions featuring skincare ingredients infused into formulas, like ceramides and prebiotics, to provide benefits like hydration and skin barrier protection.
“This is very different than what the brand has done in the past,” Lopes said.
[Read more: Trend Forecasters on the 6 Consumer Trends Set to Impact Business in 2025]
Men asked, and Suave answered
Suave is devoting more attention to men.
“We’re coming out with products men have been asking for, like deodorants, body washes, and hair care products,” Lopes said. The lineup includes three new deodorants, a Stress Relief Collection, including hair products, body and face wash, and deodorant, and a Barber Essentials Collection of styling products. Suave designed its first advertising campaign around men, which ran from February through May, featuring sponsorship of the Kelce Brothers podcast New Heights, multiple category takeovers on Reddit, and ad placement across screens in every airport in the United States, in addition to more traditional channels such as CTV, YouTube, and Meta.
Not afraid to be a dupe: ‘To succeed, brands must create value beyond price.’
Suave isn’t afraid to play up its luxury for less positioning with products that are “dupes” of pricier products. Dupes are riding a sales wave spurred by consumers looking to save but even for those who can afford luxury alternatives, according to Circana's Senior Vice President Larissa Jensen.
A case in point of its luxury-for-less strategy is Suave’s Bonding Infusion collection, which is positioned as an alternative to Olaplex (under $5 versus $30 to $70). A new Suave dry shampoo is compared to Kerastase, which retails for $39.
The timing is fortuitous. Circana’s most recent beauty results reveal that the mass market is growing faster than prestige for the first time in five years.
Mass market hair is booming, driven by content creators who have flooded social media sites declaring that drugstore brands perform as well as pricier salon options. Skincare in drug and discount stores is also healthy, with sales and units up, according to Circana, while prestige sales declined 3% in dollars.
“The macro landscape in 2025 presents a complex mix of factors that will shape industry dynamics,” said Circana’s Jensen. “To succeed, brands must create value beyond price.”
That's just what Suave’s Lopes and his team are trying to do as they reboot the legacy brand.
“The best response we can have is that sales are improving. Our placements are getting better, and there is more to come. We're not slowing down,” he said.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
