The Relaunch of Dove Radiant + Care Deo Dry Serum

In its newest campaign, Dove wants to amplify the conversation around underarm skin, how it’s changing, and how formulations are shaping underarm care.

Underarms are a part of the Filipino beauty and body conversation. On TikTok, Gen Z searches for underarm pigmentation, odor control, hair removal, and “armpit detoxes,” which have turned the body part into a subject for product recommendations, routines, and debate. Beyond trends, it can also reflect how your skincare routine is working (or not working).

For some social media users, the conversation isn’t about achieving a particular look, but becoming more informed about what works for their skin. Online content now includes underarm reveals, “5 Things Worth Your Money: Underarm Edition,” kili-kili dance trends, while people openly documenting their underarm journeys have made it easier to talk about texture, sensitivity, or simply finding products that fit their routines.

That doesn’t necessarily mean adding more steps. Basic underarm care can be as simple as keeping the area clean and choosing products that feel comfortable. In this Vogue guide, the routine similarly recommends paying attention to how the skin responds to products, while treating additional steps such as exfoliationExfoliationThe removal of dead skin cells from the surface of the skin to reveal a smoother, brighter complexion. It can be physical, using scrubs or tools, or chemical, using acidsGo to Exfoliation Glossary, moisturizing, or shaving as considerations rather than requirements.

The idea of choosing according to a specific skin need could be seen in Dove’s relaunch of the Radiant + Care Dry Serum. According to the global personal care brand, the elevated formulation takes a targeted approach with a dry serum deodorant format with three percent niacinamide across the range. The collection includes five variants, each of which pairs niacinamide with another skincare ingredient and a different stated underarm benefit.

The Pink variant features vegan collagen and is said to be formulated for even-toned underarms. Orange combines niacinamide with Vitamins C and E and is formulated for bright underarms. Purple features Omega 6 for smooth underarms, while Blue features hyaluronic acid and is formulated for nourished underarms. For sensitive underarms, Green features Pro-Ceramides and is fragrance-free.

The relaunch also highlights its campaign, Don’t Just Show It, Own It, a dance video featuring a group of Gen Z women dancing and showing off their underarms with full confidence. According to Dove, it highlights how the current generation wants “receipts” to build trust, where the product is working in real life and not just banking on hype.