Dove vs Olay: Same Company or Competitors?

Different Companies, Same Shelf

Dove and Olay are two of the most recognized names in personal care. They compete directly in body wash, moisturizer, bar soap, and skincare. They sit next to each other in virtually every drugstore and supermarket in America.

But they are not made by the same company. Not even close.

Dove is owned by Unilever, the British-Dutch consumer goods giant headquartered in London.

Olay is owned by Procter & Gamble, the American consumer goods corporation headquartered in Cincinnati, Ohio.

These two corporations are fierce competitors. Unilever and P&G have battled for dominance in personal care for over a century. Dove and Olay are two of their most important weapons.

The Ownership Breakdown

Dove (Unilever)

Dove is Unilever's largest personal care brand and one of its most valuable properties globally. The brand is famous for its "Real Beauty" campaign, launched in 2004, which used real women instead of models in advertising. This positioning transformed Dove from a soap brand into a beauty and self-esteem movement.

Dove's Unilever stablemates include Vaseline, LUX, Rexona/Degree, AXE, TRESemme, and Sunsilk.

Olay (Procter & Gamble)

Olay positions itself higher on the price ladder than Dove, competing in the "masstige" (mass-market prestige) space. Originally called "Oil of Olay," the brand was founded in South Africa in 1952 and acquired by P&G in 1985 as part of the Richardson-Vicks acquisition.

Olay's P&G stablemates include Gillette, Old Spice, Pantene, SK-II, Head & Shoulders, and Secret.

Head-to-Head Comparison

Body Wash

Dove: Known for "1/4 moisturizing cream" positioning. Dove Deep Moisture body wash is consistently among the top-selling body washes in the U.S. Focuses on hydration and gentleness.

Olay: Olay Ultra Moisture and Olay Retinol24 body wash target consumers seeking anti-aging benefits in the shower. Positions body wash as skincare, not just cleansing.

Market reality: Dove outsells Olay in body wash by a significant margin. Dove's approachable price point and broad appeal give it volume leadership.

Facial Skincare

Dove: Offers cleansing bars, face wash, and basic moisturizers. Positioned as gentle, everyday skincare. Not a major player in anti-aging or treatment skincare.

Olay: This is Olay's strength. Regenerist (anti-aging), Retinol24 (overnight treatment), and Total Effects (multi-benefit) compete with department store brands at drugstore prices. Olay's facial skincare generates higher margins and commands more shelf space.

Market reality: Olay dominates in facial anti-aging at the mass-market level. Dove focuses on cleansing and moisturizing basics.

Deodorant

Dove: One of the leading deodorant brands in the U.S. Dove Advanced Care and Dove 0% Aluminum offer options across the sensitivity spectrum.

Olay: Does not compete in deodorant. P&G's deodorant brands are Old Spice and Secret.

Marketing Approach

Dove: Emotional, purpose-driven marketing centered on self-esteem, body positivity, and "Real Beauty." Dove campaigns frequently go viral for challenging beauty standards.

Olay: Science-driven marketing focusing on clinical results, ingredients (retinol, peptides, niacinamide), and anti-aging outcomes. Recent campaigns have featured diverse women but emphasize product efficacy over social messaging.

Why It Matters That They Are Separate

For Consumers

When you choose between Dove and Olay, you are making a choice between two global corporations with different supply chains, sustainability commitments, labor practices, and corporate values. If you care about the ethics behind your purchases, knowing the parent company matters.

Unilever's approach: Has made ambitious sustainability commitments (though some targets have been scaled back). Focuses on reducing plastic waste and sourcing sustainable palm oil. Subject to EU sustainability regulations.

P&G's approach: Focuses on brand-level sustainability initiatives. Ambition 2030 program targets packaging, water usage, and carbon emissions. Subject to different regulatory frameworks.

For Investors

Dove's performance affects Unilever's stock (NYSE: UL). Olay's performance affects P&G's stock (NYSE: PG). If Dove gains market share from Olay, it benefits Unilever shareholders at P&G shareholders' expense, and vice versa. This is genuine competition, not internal portfolio management.

For the Industry

Dove and Olay represent two different models for mass-market personal care:

• Dove: Win through emotional connection and broad appeal
• Olay: Win through product innovation and clinical credibility

Both approaches work, which is why both brands generate billions in revenue.

The Broader Battlefield

Dove and Olay are just two front lines in the larger Unilever vs P&G war:

In nearly every personal care category, Unilever and P&G field competing brands. This competition keeps prices in check and drives innovation, even though it can feel like you are choosing between a limited set of options.

Frequently Asked Questions

Are Dove and Olay made by the same company?

No. Dove is owned by Unilever (NYSE: UL), a British-Dutch company. Olay is owned by Procter & Gamble (NYSE: PG), an American company. They are direct competitors.

Which is better, Dove or Olay?

It depends on your needs. Dove excels at gentle moisturizing for everyday use. Olay is stronger in anti-aging and treatment skincare. Both offer quality products at mass-market prices. Dermatologists frequently recommend both brands.

Is Dove cheaper than Olay?

Generally, yes. Dove body wash and bar soap are typically priced lower than Olay equivalents. Olay's facial skincare (Regenerist, Retinol24) commands premium pricing within the mass-market range.

Does Unilever own Olay?

No. Unilever owns Dove. P&G owns Olay. They are competing products from competing corporations.

The Bottom Line

Dove and Olay are genuine competitors owned by two of the world's largest consumer goods corporations. Their competition drives innovation, variety, and competitive pricing in the personal care aisle. Understanding that they belong to different companies, and that each brand is part of a much larger corporate portfolio, helps you make more informed decisions about who gets your money.

Compare personal care brands on WhoBrands or explore Unilever's brands and P&G's brands.

Explore Related Brands

• Dove - Unilever's personal care giant
• Olay - P&G's skincare powerhouse
• Vaseline - Unilever classic, Dove's stablemate
• Pantene - P&G hair care, Olay's stablemate
• Old Spice - P&G men's grooming

Browse all beauty brands

Sources

1. Unilever. "Dove Brand Information." unilever.com/brands/dove 2. Procter & Gamble. "Olay Brand Information." olay.com 3. Euromonitor International. "Global Skincare Market Share." 2025. 4. Nielsen IQ. "U.S. Personal Care Market Data." 2025.

All brand ownership data verified through WhoBrands.com's research methodology. Last updated: January 26, 2026.