Unilever Acquires Natural Deodorant Brand Wild to Bolster Sustainable Personal Care Portfolio
Unilever has acquired UK-based natural deodorant brand Wild, marking a strategic move to strengthen its presence in the eco-conscious personal care segment. Launched in 2020, Wild has gained traction for its plastic-free, refillable deodorant format and sustainable approach to personal hygiene.
The brand has seen rapid growth in recent years, distributing primarily through direct-to-consumer (DTC) channels and major UK retailers including Sainsbury’s and Boots. With a strong millennial and Gen Z customer base, Wild’s appeal lies in its combination of efficacy, aesthetically designed reusable aluminum cases, and environmentally responsible refills made from compostable bamboo pulp packaging.
Unilever’s acquisition is expected to help scale Wild’s footprint beyond the UK, particularly within its existing global operations. The terms of the deal were not disclosed, but it reflects Unilever’s continued investment in purpose-led, environmentally focused brands across its portfolio.
As more consumers shift toward sustainable solutions in personal care, the natural deodorant category has become increasingly competitive. Wild has positioned itself as a pioneer in the segment, claiming to have saved over 80 million single-use plastic sticks from landfill to date. Its subscription model and digital-first strategy have also proven resilient and attractive to environmentally conscious consumers.
The acquisition aligns with Unilever’s wider sustainability and growth goals. Richard Slater, Chief R&D Officer at Unilever, stated that Wild complements the company’s focus on product formats that reduce plastic waste and carbon emissions. It also supports the FMCG giant’s ongoing efforts to expand its health and wellbeing division, which has already seen acquisitions of brands such as Liquid I.V., Nutrafol, and SmartyPants Vitamins.
The founders of Wild, Freddy Ward and Charlie Bowes-Lyon, will continue to run the brand as a standalone business within Unilever’s ecosystem, ensuring continuity of brand identity and innovation focus.
For FMCG professionals, the acquisition underlines the value of indie brands that combine strong digital growth, sustainability credentials, and consumer loyalty. It also signals growing M&A activity in the clean and conscious beauty space, as established players look to meet evolving consumer expectations around transparency and environmental responsibility.