In a strategic move to bolster its portfolio of premium and sustainable personal care products, Unilever has acquired Wild, a UK-based brand renowned for its refillable deodorants and body care items. This acquisition aligns with Unilever's commitment to expanding its presence in the eco-friendly personal care market.
Founded in 2020 by childhood friends Freddy Ward and Charlie Bowes-Lyon, Wild has rapidly gained popularity for its innovative approach to reducing single-use plastics in personal care. The company's product line includes refillable deodorants, lip balms, body washes, and hand washes, all utilising plant-based ingredients and sustainable packaging. In 2023, Wild reported a 77% increase in revenue, reaching £46.9 million and achieving its first pre-tax profit.
The acquisition deal is believed to value Wild at approximately £230 million. Co-founders are expected to receive close to £100 million from the sale and will continue to lead the business under Unilever's ownership. This partnership is anticipated to provide Wild with access to Unilever's extensive distribution networks and research and development facilities, facilitating further growth and innovation.
Unilever's personal care president, Fabian Garcia, expressed enthusiasm about the acquisition, stating, "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."
This acquisition reflects Unilever's broader strategy to focus on high-growth, sustainable brands, aligning with evolving consumer preferences for environmentally friendly products. By integrating Wild into its portfolio, Unilever strengthens its commitment to sustainability and innovation in the personal care sector.
