Unilever Acquires Wild to Strengthen Natural Personal Care Portfolio
Unilever has announced the acquisition of Wild, the UK’s top-selling natural deodorant brand, in a move that sharpens its focus on sustainability-driven personal care offerings. The acquisition aligns with growing consumer demand for eco-conscious products and strengthens Unilever’s footprint in the premium and natural deodorant category.
Founded in 2019, Wild has experienced rapid growth through its direct-to-consumer (DTC) model, supported by strong e-commerce and retail partnerships. Known for its refillable deodorant applicators and plastic-free refills, Wild has positioned itself at the intersection of sustainability, design, and effectiveness—attributes that increasingly resonate with younger, environmentally conscious consumers. The brand has sold over 20 million refills since launch and expanded into over 12,000 retail locations worldwide.
The deal brings Wild under the umbrella of Unilever’s Personal Care business group, which includes legacy deodorant brands such as Dove, Axe, and Rexona. The acquisition offers Unilever a strong platform in the high-growth natural and refillable deodorant segment and expands its DTC capabilities.
Lucy Wirth, General Manager of Deodorants at Unilever, noted that the move “complements our existing portfolio of deodorants perfectly and gives us an opportunity to reach younger and more sustainability-minded consumers.” The transaction also enables Unilever to accelerate innovation in packaging and formulas aimed at reducing environmental impact.
Wild’s co-founders, Freddy Ward and Charlie Bowes-Lyon, will continue to lead the brand, maintaining its identity and entrepreneurial approach. “Unilever is a natural partner to help us achieve our mission of removing single-use plastic from the bathroom,” said Ward.
This latest acquisition reflects a wider industry trend, with FMCG giants increasingly targeting agile, purpose-led brands that capture emerging consumer priorities such as sustainability, transparency, and functionality. For Unilever, the deal reinforces its aim of achieving net-zero emissions by 2039 and increasing circular packaging solutions.
Industry analysts suggest that Wild could become a springboard for Unilever in markets where natural and sustainable personal care is gaining momentum. As incumbents face mounting pressure to modernize portfolios, strategic acquisitions like Wild mark a pivotal channel for growth and innovation.