The largest product segment of the Unilever Group is their personal care segment which generated approximately 20.62 billion Euros in revenue in 2018. In that year the group as a whole reported revenue of about 61.5 billion U.S. dollars . Though Unilever is based in the Netherlands and the United Kingdom, the vast majority of its revenue is generated from the rest of the world, especially the United States. In the United States alone, Unilever spent about 1.36 billion U.S. dollars on advertising in 2017.
Unilever is a major player in numerous FMCG markets worldwide, including home care, fabric care, and skin care. Two of Unilever’s most valuable brands, Dove and Axe, are both producers of antiperspirants and deodorants. In 2013, Unilever made up a 36 percent share of the global antiperspirant market, though this figure has since dropped down to about 26 percent as of 2018. In the United States, Dove was the top selling deodorant brand of 2018.