Dove is cooking in the Crumbl kitchen — again.
After the storied success of their first drop last year, the drugstore body care brand is teaming up with the popular cookie franchise to re-release its limited-edition collection of body washes, scrubs, hand washes and antiperspirant deodorants inspired by fan-favorite flavors, including Lemon Glaze, Confetti Cake and Strawberry Crumb Cake. The Confetti Cake and Strawberry Crumb Cake products are set to return, plus a new line of Tres Leches-scented picks and beauty bars, on Wednesday at Walmart.com and Dec. 28 in stores nationwide.
The new Dove x Crumbl Tres Leches product line.
According to Dove, the 2024 collaboration tripled sales rates and spawned a social media frenzy, prompting generous resale markups down the line. Videos shared online showed eager customers filling their Walmart carts with the bubblegum pink bottles and playfully picking the products out of the trademark Crumbl to-go case.
“When fans turned the first drop into a cultural phenomenon, we knew we needed to give them seconds,” Mele Melero — chief growth officer, Dove Personal Care and Dove Masterbrand, North America — told WWD. “This year’s expanded collection, with a new Tres Leches scent and new format — our iconic Dove Beauty Bars in Crumbl’s signature shade of pink — is a direct response to that overwhelming demand and the enthusiasm of our fans and gourmand-scent lovers everywhere.”
The Strawberry Crumb Cake Beauty Bar.
In this next stage of brand growth, Melero is focused on feeding the consumer what they want. “Part of our innovation strategy is focused on launching new, playful scent profiles that engage Gen Z consumers, while maintaining the proven formula that drives repeat purchase and loyalty — delivering indulgent care while keeping nourishment at the core,” the executive explained. “By tapping into the growing gourmand trend and Crumbl’s social crave-ability, we’ve been able to transform everyday body care into a joyful, covetable experience for Dove loyalists and Crumbl superfans alike.”
The Dove x Crumbl Confetti Cake line.
Crumbl certainly captured the attention of Gen Z in 2025, inspiring its own review trend on TikTok earlier this year, where avid customers would pick up the weekly assortment of cookies and rate them out of 10. Some routinely posted “one bite” reviews, nibbling on the dessert in their cars for months straight. Others, such as Kylie Jenner and Anastasia (Stassie) Karanikolaou, only scored the cookies once.
Dove isn’t the only brand to take advantage of the fragrance category’s growing sweet tooth. In fact, Bath and Body Works joined forces with Milk Bar to launch four new fragrances inspired by the confectioner’s delectables — Cinnamon Pretzel Cookie, Raspberry Holiday Pie Bar, Peppermint Bark Truffle and Cereal Milk Soft Serve — back in October.
