On Tuesday, April 1, Unilever announced the acquisition of personal care brand Wild, further advancing its portfolio optimisation strategy toward premium and high-growth categories as part of the Growth Action Plan 2030. Founded in 2020 by Charlie Bowes-Lyon and Freddy Ward, Wild has transformed the natural deodorant market with its innovative reusable aluminium cases and biodegradable refills.
Image Source: Wild website
Building on this success, the brand has expanded its product line to include body wash, hand wash, and lip balms, all featuring sustainable, refillable packaging. This acquisition marks a strategic step forward for Wild in its commitment to sustainability and innovation. Partnering with Unilever will unlock access to world-class research and development, extensive distribution networks, and the expertise needed to expand Wild’s mission on a global scale.
Charlie Bowes-Lyon, Co-Founder of Wild, said, ‘We are thrilled to join Unilever, whose deep expertise and global reach will accelerate our mission to eliminate single-use plastic in bathrooms everywhere. Their belief in our refillable model is a powerful validation that sustainable change isn’t just possible, it’s inevitable.’
With a strong commitment to reducing plastic waste while delivering high-performance, eco-friendly products, Wild has cultivated a loyal customer base and secured major retail partnerships with stockists such as Boots, Amazon, Tesco, Target, and more.
Wild reaches consumers through direct-to-consumer sales, digital commerce, and retail channels, with a strong presence in the UK, Europe, the US, and Australia.
‘Our mission and values remain unchanged. We will continue to push the boundaries of what sustainability means in personal care and what it means to be a ‘sustainable brand’ with even greater impact,” added Freddy Ward, Co-founder.
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