Unilever Acquires Refillable Deodorant Brand Wild in Sustainability-Focused Move
Unilever has acquired UK-based personal care brand Wild, a pioneer in refillable, natural deodorants, marking a strategic shift toward more sustainable and eco-conscious FMCG offerings. The transaction, confirmed this week, strengthens Unilever’s presence in the high-growth natural personal care segment and reflects rising consumer demand for greener alternatives.
Founded in 2019, Wild carved out a niche in the crowded deodorant market by offering subscription-based, plastic-free deodorants housed in reusable aluminum cases. The startup’s direct-to-consumer model and sustainable ethos resonated with younger consumers, fueling rapid growth. Wild now reportedly ships millions of units annually and has expanded into 12 markets across Europe, including Germany and France.
The deal aligns with Unilever’s broader strategy to drive innovation in its Personal Care portfolio while advancing its environmental goals. The consumer goods giant has committed to halving its use of virgin plastic by 2025 and aims to reach net-zero emissions by 2039. Wild’s refillable format supports both ambitions by reducing waste and supporting circular economy principles.
Matt Close, President of Unilever’s Personal Care division, emphasized the acquisition’s strategic value, calling Wild a “disruptor” brand with strong appeal to environmentally conscious consumers. The brand will join Unilever’s roster of deodorant heavyweights, including Dove, Rexona, and Axe, with potential to scale via Unilever’s global distribution and retail infrastructure.
The acquisition also underscores the growing influence of sustainable startups in shaping the personal care category. According to Mintel, natural and eco-friendly attributes are now key purchase drivers for nearly 50% of deodorant buyers in the UK. As regulators and retailers put increasing pressure on manufacturers to reduce plastic use, refillable packaging formats are quickly moving from niche to mainstream.
While financial terms of the deal remain undisclosed, industry analysts view the acquisition as a strong signal of investment in clean and sustainable innovation. As legacy FMCG players continue to face scrutiny over environmental impact, partnerships with agile, planet-friendly brands like Wild may prove critical in maintaining brand relevance and long-term growth.