Unilever Buys Wild Personal Care Brand

Unilever purchased Wild, a personal care brand. It is part of Unilever’s plan to optimize its portfolio toward premium and high-growth spaces. A purchase price was not disclosed.

Launched in the UK in 2020, Wild is a digitally native brand. The direct-to-consumer and retail brand features natural and refillable products. Its premium deodorants, lip balms, bodywashes and handwashes are powered by plant-based ingredients and packaged in unique plastic-free materials.

Unilever was attracted to Wild’s rapid growth, distinctive premium offering across personal care categories and position as the UK’s No. 1 refillable deodorant making it a strategic addition to Unilever’s existing portfolio of personal care brands.

A Warm Welcome for Wild

“We are thrilled to welcome Wild into the Unilever family,” said Fabian Garcia, president of Unilever personal care. “The brand’s innovative approach to formulations and packaging, and social-first marketing, makes 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.”

Wild is distributed through direct-to-consumer, digital commerce and retail channels, primarily in the UK, Europe and the US.

“Joining Unilever marks an exciting new chapter for Wild,” said Wild Co-Founder Charlie Bowes-Lyon. “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.”