For many, the personal-care aisle evokes images of vibrant bottles and familiar brands, but for Unilever, it has become an arena for cutting-edge machine learning and innovation. Tiffany Yizar, head of beauty and wellbeing R&D in North America, details how the company’s R&D digital transformation has leveraged decades of hair-protein data to pioneer over 500 ongoing AI projects. Unilever’s commitment to utilising this wealth of historical data has not only optimised product development but also transformed how the company addresses the distinct needs of diverse hair types across various regions.

Located in Liverpool, Unilever boasts one of the world’s highest concentrations of robots focused on material chemistry, effectively reshaping workflows and elevating efficiency. At the Materials Innovation Factory, robots equipped with names such as Shirley and Ariana assist the team of over 250 R&D experts. These machines carry out laborious tasks—like washing hair swatches—at a pace unattainable by human researchers, drastically cutting down operational time and enabling scientists to focus on innovation rather than routine procedures. Yizar notes, “These robots unlock the ability to process up to 120 samples every 24 hours, allowing us to delve deeper into biological research.”

The digital transformation reflects a systematic shift within Unilever’s R&D, where the integration of structured data capture has linked decades of experimental results with contemporary consumer feedback. Yizar explains that removing data silos has led to significant advancements. For instance, the launch of the new Vaseline ProVitaB3 Serum-Burst Lotion in 2024 exemplifies how historical knowledge and current data converge. The product was developed following extensive consumer research that identified feedback regarding common complaints about lotions feeling greasy or heavy. Unilever employed sophisticated data mapping techniques to analyse sensory experiences associated with its products, leading to the formulation of a serum designed to absorb rapidly while addressing consumer expectations.

An ambitious aspect of Unilever’s research aims to understand unique biological variations, particularly concerning melanin-rich skin and textured hair. The establishment of the Polycultural Centre of Excellence serves as a central hub for these efforts, leveraging AI and analytics to catalyse product innovation tailored specifically for diverse needs. AI assists scientists in parsing vast datasets, culminating in breakthroughs that drive the development of varieties that resonate with a vast consumer spectrum.

During a recent event at SXSW 2025, Yizar and her colleague Sam Samaras elaborated on the role of AI in research. According to Samaras, the integration of machine learning has accelerated the research process significantly: “In the past, we might have had to conduct 1,000 experiments to gather the necessary data for a new ingredient; now, we can achieve this in a fraction of the time.” The use of advanced statistical methods allows researchers to model outcomes efficiently, reshaping the scope of R&D.

A prime case study in Unilever’s technological adoption can be seen in its exploration of microbiomes, an area where it has amassed extensive data. The utilisation of this data has informed the creation of innovative products like whole-body deodorants, responding to the unique needs of body chemistry. The company’s advancements in nanotechnology, particularly with Dove’s MicroMoisture technology, further exemplify how Unilever merges scientific inquiry with digital analysis to cultivate premium product offerings.

Unilever’s strategic partnerships—including alliances with Microsoft and IBM—have facilitated enormous strides in R&D innovation. Collaborating with Microsoft, the company is delving into quantum computing via Azure Quantum Elements, a platform expected to expedite the discovery of new chemicals and materials. This initiative not only aligns with Unilever’s sustainability goals but also underlines the importance of fostering industry partnerships to remain at the forefront of innovation.

The efficacy of integrating and analysing exhaustive datasets is becoming increasingly apparent within the company’s operational framework. Yizar observes, “The benefits of this integrated approach are evident across all levels of the organisation, from chemists in the lab to leadership. We’re witnessing a collective pull towards digital adoption rather than a push.” This forward-thinking attitude characterises Unilever’s ongoing ambition to redefine how personal-care products are developed, demonstrating the pivotal role of technology in crafting solutions that genuinely resonate with consumers’ diverse needs.

This multi-faceted approach to R&D aligns seamlessly with Unilever’s overarching goal of delivering efficacy and satisfaction across its product offerings while embracing technological advancements to ensure a more sustainable and innovative future.

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Source: Noah Wire Services