Unilever Expands Personal Care Footprint with Acquisition of Wild
Unilever is strengthening its presence in the natural personal care space with the acquisition of Wild, a UK-based deodorant brand known for sustainable, refillable formats. The move aligns with growing consumer demand for eco-conscious products and marks a notable addition to Unilever’s portfolio of personal care brands.
Founded in 2019, Wild has carved out a niche with its refillable deodorant system featuring plastic-free compostable refills and stylish reusable aluminum cases. The brand’s product range includes a variety of natural fragrances and is designed to reduce single-use plastic while offering high-performance odor protection. Wild also offers a direct-to-consumer subscription model, a key growth channel that has driven its rapid expansion in the UK and across Europe.
The addition of Wild supports Unilever’s broader strategy to meet sustainability targets and appeal to an increasingly sustainability-conscious consumer base. By incorporating Wild into its portfolio, Unilever taps into a high-growth segment of the personal care category, where demand for refillable and zero-waste options is accelerating. According to data from Euromonitor, the global natural deodorants market is forecast to grow at a CAGR of over 8% through 2027.
Peter Dekkers, General Manager of Personal Care at Unilever UK & Ireland, noted that Wild “perfectly complements our portfolio and gives us an entry into the sustainable deodorant format, which continues to see strong consumer interest.”
The acquisition is also expected to enhance Unilever’s e-commerce and DTC capabilities. Wild’s strong digital presence and success in community-driven marketing provide a scalable model that can support Unilever’s ambitions to blend large brand reach with agile, consumer-centric propositions.
Wild will continue to operate as a standalone brand within Unilever’s personal care division, maintaining its distinct identity while leveraging Unilever’s scale in sourcing, distribution, and retail relationships to accelerate its growth.
As major FMCG players increasingly invest in sustainable innovations and digitally native brands, Unilever’s move signals continued momentum in reshaping legacy portfolios to meet new consumer expectations and market dynamics.