Unilever has announced the acquisition of UK-based personal care company Wild, marking a further step in its strategy to reshape its portfolio around premium and high-growth segments as outlined in its Growth Action Plan 2030.
Founded in 2020, Wild has quickly established itself as a leading name in the refillable personal care sector, with a strong consumer base built through a direct-to-consumer and retail model. The brand is known for its plant-based deodorants, lip balms, body washes and hand washes, all packaged in plastic-free, refillable containers.
Wild’s rise to become the UK’s top refillable deodorant brand and its distinctive positioning within the premium personal care space made it a strategic acquisition for Unilever, which continues to expand its offering in sustainable and innovative product categories.
Fabian Garcia, President of Unilever Personal Care, commented: “We are pleased to welcome Wild into the Unilever family. The brand’s focus on innovation in both formulation and packaging, combined with its strong consumer engagement through social-first marketing, makes it an excellent addition to our personal care portfolio.”
Charlie Bowes-Lyon, Co-Founder of Wild, said the move marked a “new chapter” for the brand. “Our mission to eliminate single-use plastic from the bathroom with effective and desirable products will be further strengthened by Unilever’s global scale and capabilities,” he said.
Wild currently operates across direct-to-consumer, e-commerce, and retail channels, with a footprint primarily in the UK, Europe, and the United States. Financial details of the acquisition have not been disclosed.
The deal reflects Unilever’s continued focus on sustainability-driven innovation and its commitment to meeting evolving consumer preferences in the personal care market.
