Unilever Acquires Refillable Deodorant Brand Wild in Strategic Sustainability Play
Unilever has acquired UK-based refillable deodorant startup Wild Cosmetics, underscoring the FMCG giant’s continued commitment to sustainable product formats and innovation-led brand expansion.
Founded in 2019, Wild has quickly grown into a leading player in the UK’s refillable personal care market. Known for its reusable aluminum cases and compostable deodorant refills, the brand has built a reputation for marrying eco-friendly design with bold scents and direct-to-consumer agility. Wild’s rapid rise—bolstered by strong word-of-mouth, viral marketing campaigns, and retail listings with Boots and Sainsbury’s—has now attracted a global owner eager to scale.
Unilever has not disclosed the financial terms of the deal, but industry observers note that the acquisition aligns closely with its broader corporate agenda to reduce plastic waste and expand its sustainable brand portfolio. The company has previously invested in eco-conscious personal care, including with its Dove refillable deodorants and acquisition of brands like Schmidt’s Naturals.
Wild will continue to operate independently under its existing leadership, with Unilever providing support to accelerate growth across international markets. Currently, Wild sells over 80% of its products directly through its online subscription platform, granting it valuable first-party data and a loyal consumer base—assets Unilever can now leverage for global scaling and omnichannel expansion.
This acquisition also exemplifies a growing trend among CPG conglomerates seeking innovation from startups focused on low-waste formats and digital-first distribution models. Wild’s success reflects changing consumer expectations, particularly among younger demographics prioritizing sustainability, ingredient transparency, and product design.
Wild recorded 2022 revenues of approximately £30 million, and founders have stated that achieving profitability without outside funding was a key milestone that differentiated the business ahead of acquisition discussions.
For FMCG professionals, the deal signals a shift in acquisition strategy—major players are not just looking for scale but for mission-led brands that bring operational efficiency, digital fluency, and a built-in community. As sustainability becomes a key growth lever in personal care, refillable formats like Wild’s may increasingly tip the scale in both consumer preference and M&A activity.