Unilever's Strategic Move: Acquiring Wild, the Eco-Friendly Personal Care Brand

Unilever Expands Its Portfolio with Wild

Unilever has recently acquired the personal care brand Wild, marking a significant step in optimizing its portfolio towards premium and high-growth spaces.

Launched in the UK in 2020, Wild is a digitally native brand that has cultivated a loyal consumer base through its direct-to-consumer and retail model, offering natural and refillable products. The brand is known for its premium deodorants, lip balms, body washes, and hand washes, all powered by plant-based ingredients and packaged in unique plastic-free materials.

A Strategic Addition to Unilever's Portfolio

Wild's rapid growth and distinctive premium offerings across personal care categories, along with its status as the UK’s No. 1 refillable deodorant brand, make it a strategic asset for Unilever’s existing portfolio of personal care brands.

Fabian Garcia, President of Unilever Personal Care, expressed excitement about the acquisition, stating, “We are thrilled to welcome Wild into the Unilever family. The brand’s innovative approach to formulations and packaging, combined with its social-first marketing, has made Wild an unmissable brand and a perfect complement to our Personal Care portfolio.”

Wild's Vision for the Future

Wild Co-Founder Charlie Bowes-Lyon commented on the acquisition, saying, “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 significantly strengthened by leveraging Unilever’s expertise, scale, and reach to grow the brand and bring our vision to more consumers.”

Wild is primarily distributed through direct-to-consumer, digital commerce, and retail channels in the UK, Europe, and the US. The terms of the deal remain undisclosed.