Mumbai: Unilever has announced the acquisition of Wild, the UK’s leading refillable deodorant brand, marking a strategic expansion into premium and sustainable personal care. This acquisition aligns with Unilever’s Growth Action Plan 2030, reinforcing its commitment to high-growth, environmentally conscious brands.
Founded in 2020, Wild has rapidly established itself as a disruptor in the personal care sector with its innovative, plastic-free packaging and plant-based formulations. The brand’s direct-to-consumer model and strong retail presence have contributed to its widespread appeal across the UK, Europe, and the US. Wild’s product range, including premium deodorants, lip balms, body washes, and hand washes, has been designed to offer a sustainable alternative without compromising on quality or efficacy.
Strategic Addition to Unilever’s Personal Care Portfolio
Wild’s unique value proposition and strong brand loyalty make it a natural fit within Unilever’s expanding portfolio of sustainable and premium personal care brands. With a focus on reducing single-use plastics, Wild has successfully positioned itself at the forefront of the refillable personal care movement.
Fabian Garcia, President of Unilever Personal Care, commented, “We are thrilled to welcome Wild into the Unilever family. The brand’s innovative approach to formulations and packaging, and social-first marketing, has made Wild an unmissably superior brand, and a perfect complement to our Personal Care portfolio. Charlie, Freddy, and the team have put consumers at the heart of the brand, which is a testament to its success.”
Charlie Bowes-Lyon, Wild Co-Founder, shared his excitement, “Joining Unilever marks an exciting new chapter for Wild. Our mission to remove single-use plastic from the bathroom with desirable, innovative personal care products will be hugely strengthened by leveraging Unilever’s expertise, scale, and reach to further grow the brand and bring our vision to more consumers.”
Wild’s products are available through direct-to-consumer platforms, digital commerce, and retail channels, allowing the brand to engage consumers at multiple touchpoints. This acquisition underscores Unilever’s commitment to sustainability, innovation, and meeting evolving consumer preferences for eco-friendly personal care solutions.
