Wild Joins Unilever: A Leap Towards Sustainable Personal Care
Deal News | Apr 01, 2025 | Home of Direct Commerce
In a strategic move highlighting its commitment to sustainability, Unilever has acquired Wild, a natural personal care brand known for its eco-friendly deodorants, refills, and body products. Founded in 2020 by Charlie Bowes-Lyon and Freddy Ward, Wild has rapidly gained popularity for its innovative use of reusable aluminum cases and biodegradable refills. Beyond deodorants, the brand offers body wash, hand wash, and lip balms, all with refillable packaging. The acquisition sees Wild poised to benefit from Unilever’s global reach, access to advanced R&D, and extensive distribution networks, while continuing its mission to eliminate single-use plastics in bathrooms globally. Wild's products are distributed through digital and retail channels in regions including the UK, Europe, the US, and Australia. The acquisition is expected to expand Wild’s ecological impact, aligning Unilever with the future of sustainable personal care.
Sectors
- Personal Care
- Sustainability
- Retail
Geography
- United Kingdom – Wild is primarily distributed in the UK and was founded there.
- Europe – The brand has a noticeable presence and distribution channels across Europe.
- United States – Wild also distributes its products in the US, emphasizing its international reach.
- Australia – Australia is included in Wild's distribution scope, highlighting its global market presence.
Industry
- Personal Care – The article discusses the acquisition in the personal care sector, focusing on products like deodorants, body wash, and lip balms.
- Sustainability – Wild focuses on reducing single-use plastics and offers eco-friendly, refillable products, aligning with sustainability initiatives.
- Retail – Wild's products are sold through various retail channels including direct-to-consumer and major retailers like Boots and Tesco.
Financials
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Wild | Target Company | Company | A natural personal care brand known for its eco-friendly, refillable product offerings. |
| Unilever | Bidding Company | Company | A global consumer goods company acquiring Wild to expand its sustainable product portfolio. |
| Charlie Bowes-Lyon | Co-Founder | Person | Co-Founder of Wild, instrumental in its eco-friendly product innovation. |
| Freddy Ward | Co-Founder | Person | Co-Founder of Wild, leading its mission to eliminate single-use plastics. |