Unilever Acquires Natural Deodorant Brand Wild, Expanding Sustainable Personal Care Portfolio
Unilever has acquired UK-based personal care brand Wild as part of its strategic focus on high-growth, sustainability-led businesses. The deal marks a notable addition to Unilever’s Personal Care division, bolstering its presence in the natural deodorant segment, which continues to attract health- and eco-conscious consumers.
Founded in 2019, Wild has rapidly gained traction in the direct-to-consumer space with its refillable, plastic-free deodorant system. The brand’s vegan formula and core commitment to sustainability have resonated with younger demographics, helping Wild secure a strong foothold in both online and retail distribution channels across the UK and select European markets.
With over 10 million units sold and a robust subscription model, Wild has cultivated a loyal consumer base and strong brand equity in a relatively short span of time. The business will continue to operate as a standalone brand under Unilever’s Health & Wellbeing collective, which includes brands such as Liquid I.V., Nutrafol, Onnit, and Olly.
Matt Close, President of Unilever Personal Care, cited Wild as “a disruptor in the category” and praised the brand’s “differentiated proposition” for aligning with the group’s ambition to lead in sustainable personal care. This acquisition is expected to reinforce Unilever’s competitive positioning within the natural deodorant market, a segment experiencing steady growth amid shifting consumer priorities around environmental impact and ingredient transparency.
Unilever’s move reflects a broader trend among established FMCG players seeking agile, purpose-driven brands that can energize legacy portfolios. By integrating Wild’s innovative refill model and direct-to-consumer strength, Unilever aims to sharpen its appeal to younger, values-driven shoppers while accelerating its sustainability goals.
The financial terms of the deal were not disclosed. However, analysts view the transaction as a strategic move to future-proof Unilever’s personal care offering in line with evolving market demands and conscious consumption.