Unilever Acquires Refillable Personal Care Brand Wild to Bolster Sustainable Portfolio
FMCG giant Unilever has acquired eco-conscious personal care brand Wild, signalling a continued push into sustainable, refillable body care at a time when demand for environmentally responsible products is reshaping the category.
Founded in 2019, Wild has rapidly built a loyal following with its refillable deodorants and striking, plastic-free packaging. The London-based start-up has sold over 22 million products and boasts a community of more than 1.5 million customers. Its growth has been driven by direct-to-consumer (DTC) sales across the UK and Europe, supported by a significant retail presence in high street and grocery outlets, including Boots, Sainsbury’s, and Waitrose.
The acquisition comes as Unilever, owner of personal care mainstays such as Dove and Sure, looks to strengthen its presence in the natural and sustainable segment. Wild will operate as a standalone brand within Unilever’s Personal Care Business Group, maintaining its existing leadership while benefiting from Unilever’s global scale and resources.
Matt McLean, General Manager of Deodorants at Unilever, noted the strategic importance of the acquisition: “Wild is a fantastic example of a brand that’s delivering both innovation and purpose-led growth. It enables consumers to switch to a refillable format without compromising on performance or design.”
Wild was co-founded by Freddy Ward, a former marketing director at HelloFresh, and Charlie Bowes-Lyon. The company’s core product — a reusable aluminium case paired with compostable refills — aligns squarely with emerging consumer preferences for sustainable alternatives in everyday hygiene routines.
This move reflects broader FMCG trends, with multinationals increasingly tapping into the refillable and low-waste niche. The deodorant segment, in particular, has seen a wave of sustainable innovations from both indie and incumbent players, as Gen Z and millennial consumers drive demand for ethical brands with transparent supply chains and minimal impact packaging.
While the financial terms of the deal remain undisclosed, the acquisition is expected to accelerate Wild’s international expansion and innovation pipeline. For Unilever, it reinforces a long-term commitment to circular business models and premium, mission-led brand acquisitions.
As the race to capture sustainability-conscious shoppers intensifies, strategic acquisitions like Wild offer legacy FMCG companies a