Unilever Strengthens Sustainable Personal Care Portfolio with Wild Acquisition
Unilever has confirmed the acquisition of Wild, a UK-based refillable deodorant brand that has gained rapid traction in the sustainable personal care space. The move aligns with Unilever’s wider strategic push toward eco-conscious innovation and zero-waste packaging solutions.
Wild, launched in 2020 via a direct-to-consumer model, has quickly built a strong presence in both e-commerce and bricks-and-mortar retail across the UK and Europe. Its deodorant range—focused on aluminum-free formulas and refillable, plastic-free packaging—caters to a growing demographic of environmentally aware consumers. Unilever highlighted Wild’s loyal customer base and data-led innovation as key drivers of the deal.
The acquisition was led by Unilever’s Prestige beauty and wellness division, which oversees a range of high-growth premium brands. The division has been instrumental in steering the company’s pivot toward ethically led, clean-label, and sustainable propositions. Financial terms were not disclosed, but the deal marks another in a series of Unilever investments focused on alternative formats and refillable packaging innovations.
“Wild represents a truly disruptive approach in the personal care market,” said Vasiliki Petrou, CEO of Unilever Prestige. “The brand’s refillable concept and direct connection with a sustainability-minded customer base reflects where the market is going.”
Wild co-founders Frederick Grace and Charlie Bowes-Lyon will remain with the business post-acquisition, with Unilever stating it plans to maintain the brand’s entrepreneurial spirit and existing leadership structure.
This acquisition taps into a broader shift in FMCG towards circularity. NielsenIQ reports that 73% of global consumers say they would definitely or probably change their consumption habits to reduce environmental impact. As sustainability continues to drive purchasing decisions, legacy players like Unilever are turning to agile indie brands to meet growing demand for eco-conscious alternatives.
By integrating Wild into its portfolio, Unilever positions itself to capture further market share in the natural deodorant segment—forecasted to grow at a CAGR of over 5% through 2028. For FMCG professionals, the acquisition underscores the importance of leveraging nimble, purpose-driven brands to unlock growth amid changing consumer expectations.