Royal Sanders To Buy Zwitsal

Unilever is going all-in on simplification, selling off its iconic regional baby-care brand Zwitsal to Royal Sanders and sharpening focus on global “Power Brands” like Dove, Axe, and Rexona. The move is about more than cleaning house: with Power Brands already making up most of group turnover, Unilever is betting that fewer, bigger brands will deliver premium pricing, better margins, and the ability to scale faster—if the anticipated Foods business spin-off with McCormick can clear regulatory hurdles. The UK’s competition authority just slowed that merger review, which could delay Unilever’s ambitious portfolio overhaul and the flood of capital it promises for new growth bets.

But here’s the catch: even as Unilever doubles down on premium beauty and personal care, success isn’t guaranteed. Their latest U.S. investment is Arey, a startup with clinical data showing real results in slowing gray hair—but translating that science into mass-market sales is a whole new challenge. Unilever’s playbook involves retail muscle and a modern, influencer-driven approach to marketing, but retention and repeat purchase rates will be the real proof.

On another front, Unilever just expanded its Egyptian manufacturing hub, boosting export capacity with local sourcing to hedge currency swings and costs. These operational bets could mean stronger margins and resilience, but only if global scaling and sustainability tools deliver as promised. Featuring insights from WWD and sector insiders.

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