Unilever Acquires Refillable Deodorant Brand Wild to Expand Sustainable Personal Care Portfolio
Unilever has added eco-conscious personal care brand Wild to its portfolio, marking a strategic move to strengthen its presence in sustainable and refillable product categories. The acquisition underscores Unilever’s commitment to developing more environmentally responsible alternatives in the personal care sector.
Founded in 2019, Wild has quickly gained traction as a disruptor in the deodorant market, offering a refillable, plastic-free solution with natural ingredients. Its direct-to-consumer model resonated strongly with Gen Z and sustainability-focused consumers, helping the brand build a loyal community and achieve rapid growth in the UK and across Europe.
Wild’s deodorants use compostable refills paired with durable aluminum cases, reducing single-use plastic waste. The brand’s appeal lies in its combination of efficacy, aesthetics, and eco-credibility—traits that have earned it recognition in a market increasingly driven by sustainability concerns.
This acquisition aligns with Unilever’s broader goals around sustainability and innovation. The FMCG giant has publicly committed to reducing plastic waste and expanding its range of refill and reuse formats. By integrating Wild into its portfolio, Unilever gains a proven model for product circularity and access to a younger, eco-minded consumer base.
Wild CEO Freddy Ward will continue to lead the business under Unilever’s ownership, ensuring continuity and maintaining its startup-minded agility. Ward emphasized that Wild’s community-driven growth and mission to eliminate single-use plastic will remain central to the brand’s strategy.
For FMCG professionals, this acquisition highlights growing consumer demand for sustainable formats and the value multinationals see in smaller, purpose-led brands. As refillable and zero-waste solutions gain momentum, legacy brands are exploring partnerships and acquisitions to remain competitive in evolving categories.
The move follows a trend of large CPG players investing in challenger brands with strong DTC models and sustainability credentials—reinforcing the importance of innovation, transparency, and environmental responsibility in shaping the next era of personal care.