Unilever acquires Wild, bolstering growth plan

Following rumours of a potential deal earlier this year, Unilever has acquired plastic-free personal care brand, Wild. 

The strategic addition to Unilever’s existing personal care brands marks another step in the optimisation of its portfolio towards premium and high growth spaces as part of the company's growth plan.

Fabian Garcia, President of Unilever Personal Care, said: "We are thrilled to welcome Wild into the Unilever family. 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."

Founded by childhood friends Freddy Ward and Charlie Bowes-Lyon in 2020, Wild tackles the throwaway culture of bathroom products by creating high-performing products made from natural ingredients that never compromise on convenience or efficacy.

Starting out with a refillable deodorant, the brand has since launched a body wash featuring a 100% plastic-free, compostable bottle, as well as a hand wash, shampoo bar and lip balm.

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

Charlie Bowes-Lyon, Co-founder of Wild, said: "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 hugely strengthened by leveraging Unilever’s expertise, scale and reach to further grow the brand and bring our vision to more consumers."