Unilever Acquires UK-Based Natural Deodorant Brand Wild
Unilever has announced the full acquisition of Wild, the UK’s leading natural deodorant brand known for its subscription-based model and eco-conscious packaging. The acquisition marks a strategic move in Unilever’s ongoing efforts to expand its footprint in the premium and sustainable personal care segment.
Founded in 2019, Wild has rapidly gained traction among Gen Z and millennial consumers for its refillable, plastic-free deodorants and focus on clean formulations. The brand’s direct-to-consumer subscription model has generated a loyal customer base and set a new standard within the natural personal care category.
The financial details of the deal have not been disclosed. However, the full buyout follows Unilever Ventures’ earlier investment in Wild, indicating strong confidence in the brand’s growth potential and category relevance.
Wild is expected to complement Unilever’s existing portfolio of deodorant brands, including Dove, Rexona, and Axe. The acquisition demonstrates Unilever’s commitment to meeting rising consumer demand for sustainable alternatives and enhancing its environmental credentials through purpose-led innovation.
Ben Richardson, co-founder of Wild, commented on the acquisition: “Unilever will enable Wild to reach more consumers than ever before while staying true to the values that have driven our rapid growth and passionate community.”
For FMCG professionals, this acquisition reflects several growing trends: the rise of refillable personal care solutions, the power of DTC channels in driving consumer loyalty, and the increasing prioritization of sustainability in brand strategy. In the highly competitive deodorant category, consumer preference is shifting toward products that deliver performance without compromising on environmental impact—Wild’s offering aligns squarely with this demand.
Unilever’s move also signals broader consolidation in the natural personal care sector, where major FMCG players are seeking to diversify their portfolios through innovative, niche brands with strong digital engagement models.
As the line between mass and premium continues to blur, this acquisition highlights how agility, purpose, and a direct consumer connection are becoming critical differentiators in the evolving personal care landscape.