After nearly breaking the internet last year, the Dove x Crumbl collab is back—and the sequel is bigger, louder and sweeter.
Round two features five products: returning favorites are body wash, body scrub, liquid hand wash and deodorant—and, for the first time, beauty bars. This year’s fragrance lineup mirrors last year’s, starring Confetti Cake, Strawberry Crumb Cake and the brand-new Tres Leches. Though Crumbl is best known for its cookies, Tres Leches is one of its cult-favorite cake slices, and the beauty version channels that same flavor profile with notes of sweet vanilla cake, milky layers, whipped cream and a sprinkle of cinnamon.
“When fans turned the first drop into a cultural phenomenon, we knew we needed to give them seconds,” Mele Melero, the chief growth officer with Dove Personal Care and Dove Masterbrand of 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.”
Some context: The inaugural launch didn’t just sell out; it reportedly tripled Dove’s sales, generated millions upon millions of views on social media and pushed fans to resale platforms to track down anything they could get their hands on. Luckily for those deep in third-party seller websites, this new drop is their chance to stock up at retail price without any bidding wars.
The full Dove x Crumbl collection will drop on Walmart’s website today, and it will hit stores nationwide on Sunday, December 28.
