Unilever Acquires Natural Deodorant Brand Wild to Expand Sustainable Personal Care Portfolio
Unilever has announced the acquisition of UK-based natural deodorant brand Wild in a move that signals continued growth and innovation within the personal care category. The purchase highlights Unilever’s strategic pivot toward high-growth, digitally native brands with strong sustainability credentials.
Founded in 2019, Wild has carved out a distinct space in the personal care market with its refillable deodorant packaging and commitment to natural ingredients. Its subscription-based, direct-to-consumer model has helped it gain rapid traction, reaching over 10 million customers across the UK and Europe. The brand also boasts significant eco-appeal, with claims of preventing over 80 million disposable deodorant containers from entering landfills since launch.
For Unilever, the acquisition builds on its wider ambitions within the fast-growing natural and sustainable personal care segment. Wild joins a portfolio that already includes natural-focused brands like Schmidt’s and Dove’s refillable options, positioning the FMCG giant to further address consumer demand for environmentally responsible products.
Matt Telford and Charlie Bowes-Lyon, co-founders of Wild, expressed enthusiasm about the acquisition, noting that Unilever’s scale, expertise, and global reach will enable the brand to accelerate its mission to eliminate single-use plastic in the personal care sector. The team at Wild will continue to lead the business out of its London headquarters, retaining its operational independence and entrepreneurial spirit post-acquisition.
This transaction aligns closely with Unilever’s broader strategic focus on acquiring mission-driven brands that are digitally savvy and consumer-centric, especially in categories like home and personal care where product sustainability is a growing purchase driver. According to Kantar, eco-conscious consumerism in the UK has been steadily increasing, with nearly 50% of consumers more likely to buy from brands that prioritize environmental impact.
With growing pressure for FMCG companies to align commercial goals with ESG targets, Wild’s integration into Unilever’s portfolio represents more than just a brand addition—it reflects an industry-wide shift. Brands capable of merging performance, sustainability, and scalable D2C growth are poised to define the next phase of innovation in personal care.