Unilever Acquires Natural Deodorant Brand Wild to Bolster Sustainable Personal Care Portfolio
Unilever has announced the acquisition of Wild, a UK-based natural deodorant brand known for its refillable packaging and eco-conscious ethos. The move supports Unilever’s strategy to expand its portfolio of sustainable personal care brands, tapping into growing consumer demand for environmentally responsible products.
Founded in 2019, Wild has rapidly gained market traction with its plastic-free, refillable deodorant offering, which pairs long-lasting, vegan formulas with sleek, reusable aluminium cases. The brand operates predominantly via a direct-to-consumer model and has become a standout in the high-growth natural deodorant market, celebrated for its circular design and bold fragrances. Wild is currently the UK’s top refillable deodorant brand and offers its products across more than 14 markets.
Commenting on the acquisition, Fabian Garcia, President of Unilever Personal Care, stated: “Wild is a truly unique brand, offering consumers effective, natural deodorant solutions with sustainability at its core. We are excited to support its next phase of growth and bring its model of responsible consumption to more people worldwide.”
Wild will join Unilever’s Prestige unit, which includes other purpose-led personal care brands catering to conscious consumers. The acquisition aligns with the company’s broader goals surrounding plastic reduction and ethical innovation, and provides additional leverage in the booming natural hygiene segment.
The natural deodorant category has witnessed notable expansion, driven by health-conscious and eco-aware shoppers—particularly Gen Z and millennial demographics. Wild’s success across D2C and retail channels demonstrates the viability of sustainable product formats and the growing appetite for refill solutions in mainstream personal care.
Launched with a mission to “banish single-use plastic from the bathroom,” Wild claims to have saved over 100 tonnes of plastic waste to date. The brand will continue to be led by its existing team under Unilever’s ownership, supporting continuity in product development and community engagement.
The deal is expected to enhance Unilever’s innovation pipeline for sustainable personal care and further its ambition to drive responsible growth in key FMCG segments.