Want to smell like dessert? ... the Dove x Crumbl collab is back

Good news for people who want their skin to smell like cake and biscuits ... Dove is bringing back its limited-edition Dove x Crumbl collection.

The returning brand collab comes new product formats and a Tres Leches fragrance inspired by a Crumbl dessert.

Dove highlighted, in an announcement, that last year’s drop sparked 5,000+ organic UGC videos and 101M+ social views. It said the collection pairs Dove’s nourishing care with scents created in partnership with fragrance developer Ann Gottlieb.

The range adds a first-ever Dove x Crumbl Beauty Bar in Confetti Cake and Strawberry Crumb Cake scents and introduces a new Tres Leches scent.

“Dove x Crumbl became a cultural obsession last year,” said Mele Melero, Chief Growth Officer, Dove Personal Care and Dove Masterbrand, North America.

“It allowed Dove to grow our audience, increasing Gen Z purchase intent and bringing new buyers into a beloved and iconic brand. So, this year, we’re thrilled to serve up seconds with fresh new formats and scents, but with the same superior care you know and love from Dove.”

Products in the collection include Body Washes, Body Scrubs, Antiperspirant Deodorants, Liquid Hand Washes and Beauty Bars, return in pink Crumbl-inspired packaging and are sulfate-free, paraben-free, and PETA-approved cruelty free.

“From day one, Crumbl fans have shown up with unmatched passion for our flavors,” said Sawyer Hemsley, Co-Founder of Crumbl. “We’re excited to bring more dessert-inspired self-care to our Crumbl community with this second drop.”

The limited-edition collection will be available in the United States via Walmart.com and in Walmart stores nationwide.

The Recap

• Dove relaunches Dove x Crumbl collection with new formats and scent.
• Last year’s drop sparked 5,000+ UGC videos and 101M+ views.
• Available exclusively at Walmart stores and Walmart.com from 28 December.