Dove Unveils Serum+ Oil Body Wash Collection for Deep Hydration

Dove has launched the Serum+ Oil Body Wash collection, billed as the brand’s “most premium” body-wash debut to date and priced at a suggested retail of $12.99 for a 15.3 fl oz bottle. The announcement, issued from Hoboken, N.J., positions the line as an extension of Dove’s Serum+ family that includes the Serum+ Hydration Body Wash, named the Most Awarded Body Wash of 2024, and promises nationwide availability beginning February 2026 at mass, food and drug retailers.

The formulas are built around a 50% glycerin serum and “three body wash oils,” delivering an oil-to-foam cleansing experience the brand describes as providing “serum-powered radiance” without a greasy after-feel. CosmeticsDesign highlighted that the formula was co-created with dermatologists and framed the launch within the wider trend of oil‑serum body washes rising in the market. Marketing copy from Dove emphasizes a rich lather that cleanses while hydrating, and the company phrases the benefit as delivering “0% of the greasiness.”

The collection ships in three variants tailored to different skin needs: Dove Serum+ Radiance Oil Body Wash pairs jojoba with monoi flower, Dove Serum+ Dewy Oil Body Wash blends coconut oil with geranium, and Dove Serum+ Soothing Oil Body Wash combines almond oil with sandalwood. Parade and CosmeticsDesign both list those variant names and keynotes, noting the trio aims to address a range of sensory and hydration preferences while staying within the Serum+ family framework.

Dove is positioning the launch around formulation credentials and accessibility. The PR states the washes are sulfate- and paraben-free, pH-balanced, vegan and PETA-certified cruelty-free. The brand frames the offering as “like luxe oil washes, without the price tag,” and Marcela Melero, Chief Growth Marketing Officer at Dove, said, “Dove is setting a new market standard for oil body wash with this innovation,” and added, “With its breakthrough formula and luxurious sensory experience, Serum+ Oil Body Wash brings the signature care women know and love from Dove into our most premium body wash yet; delivering a prestige‑level product that remains true to our commitment to accessibility for all.”

Retail response and early testing have been notably positive in coverage. Parade reported the new bottles were “already flying off shelves” as the rollout began, and HelloBeautiful’s writer, who received a sample from Dove, wrote, “I’ve been using the Dove Serum + Radiance Oil Body Wash for a few weeks, and my skin has been loving it,” citing improved hydration during New York’s cold weather and a “natural glow.” Retail mentions across coverage call out Walmart and online sellers such as Amazon as stocking points in February 2026.

As an entry point between mass-market pricing and prestige sensory experience, the Serum+ Oil Body Wash line joins Dove’s award-winning Serum+ portfolio and stakes a claim in the accessible premium segment of body care as oil-serum formats gain traction. For shoppers seeking a glycerin-forward, oil-infused oil-to-foam wash at a mass-retail price, Dove’s $12.99, 15.3 fl oz offering now appears widely available.