Hoboken, N.J. — Dove and Crumbl are bringing back their limited-edition beauty-meets-cookie collaboration, returning with new product formats. The collection also introduces a new Tres Leches scent rolling out on December 28 exclusively at Walmart stores and Walmart.com.
The collection pairs Dove’s signature personal care lineup with dessert-inspired fragrances developed in partnership with fragrance expert Ann Gottlieb. Last year’s launch generated more than 101 million social views, fueled by over 5,000 pieces of organic UGC across platforms.
The collaboration, available for a limited time while supplies last, includes returning scents Confetti Cake and Strawberry Crumb Cake, plus a first-ever Dove x Crumbl Beauty Bar format. Each product line remains sulfate-free, paraben-free, and PETA-approved cruelty-free.
Inside the returning collection
The 2025 lineup spans Body Washes, Body Scrubs, Antiperspirant Deodorants, Liquid Hand Washes, and the new Beauty Bars. Dove confirmed three gourmand scents:
- NEW Tres Leches — vanilla cake, whipped cream, cinnamon
- Confetti Cake — warm sugar cookie, pink buttercream
- Strawberry Crumb Cake — strawberry cookie, vanilla glaze, butter crumbs
According to Mele Melero, Chief Growth Officer, Dove Personal Care and Dove Masterbrand, North America, the collaboration continues to expand Dove’s reach with younger consumers.
Melero said the partnership “allowed Dove to grow our audience, increasing Gen Z purchase intent and bringing new buyers into a beloved and iconic brand,” adding that the brand aimed to “serve up seconds with fresh new formats and scents.”
Crumbl Co-Founder Sawyer Hemsley noted that fans of the cookie chain played a key role in driving excitement around the first launch.
“From day one, Crumbl fans have shown up with unmatched passion for our flavors,” Hemsley said. “We’re excited to bring more dessert-inspired self-care with this second drop.”
Industry context
Dove’s return to dessert-inspired scents aligns with continued growth in gourmand personal care. This category is increasingly driven by Gen Z, TikTok virality, and seasonal drops. Walmart, which remains the exclusive retailer, has been leaning heavily into limited-edition beauty partnerships. These collaborations encourage repeat visits and impulse purchasing.
The Crumbl partnership also reflects a broader trend of cross-industry collaborations between food brands and personal care companies, designed to blend sensory novelty with existing brand equity.
Why it matters
The Dove x Crumbl relaunch illustrates how CPG leaders are leveraging viral nostalgia, limited-edition scarcity, and cross-category collaborations to reach younger audiences. Dessert fragrances remain one of the fastest-growing segments in mass beauty. Multi-format releases (like the addition of Beauty Bars) signal an effort to expand SKU depth within highly social-driven launches.
The exclusive distribution through Walmart underscores the retailer’s strategy to differentiate its beauty aisle. The approach relies on high-interest, limited-run partnerships that create immediate demand spikes. These collaborations also demonstrate how CPG brands can convert viral social momentum into retail velocity. They use UGC and creator-driven hype as informal advertising cycles.
Editor’s Note: Source86 Perspective
For personal care manufacturers, private label brands, and co-manufacturers, Dove’s collaboration with Crumbl reflects a growing pattern: limited-edition fragrances, dessert-inspired formats, and cross-industry partnerships can rapidly expand audience reach. The velocity of last year’s drop suggests opportunities for brands to explore seasonal scent strategies, food-flavor-inspired innovation, and influencer-driven launches.
At Source86, we support beauty and personal care companies with ingredient sourcing, FSQA oversight, private label development, and co-manufacturing solutions to help turn these high-demand, limited drops into scalable, retail-ready programs.
For brands exploring gourmand fragrances, specialty product formats, or expanded SKU assortments, our team provides R&D coordination, bulk ingredient support, and supply chain transparency from concept to shelf. Contact us!
FAQs
The limited-edition collection will be available December 28 at Walmart stores and Walmart.com while supplies last.
The line introduces a new Tres Leches scent and the first-ever Dove x Crumbl Beauty Bar, alongside body wash, scrub, deodorant, and hand wash formats.
Yes. All Dove x Crumbl products are PETA-approved, cruelty-free, sulfate-free, and paraben-free.
