Unilever Acquires Natural Deodorant Brand Wild in Strategic DTC Move
Unilever has acquired natural deodorant brand Wild, marking a significant step in its strategy to expand into the direct-to-consumer (DTC) personal care space. The UK-based start-up, launched in 2019, will now join Unilever’s portfolio of brands, with both co-founders—Fredrik Ek and Charlie Bowes-Lyon—continuing to oversee the business.
Known for its eco-conscious design and refillable deodorant applicators, Wild has differentiated itself in the personal care market and built a loyal consumer base. Since its founding, the brand has sold over 25 million deodorants and amassed more than 1.5 million customers, demonstrating the growing demand for sustainable and natural alternatives within the health and beauty segment.
Unilever’s acquisition illustrates the continued shift among FMCG giants toward purpose-driven brands and innovative DTC models. Wild’s subscription-based offering and strong online presence position it as a valuable asset in capturing younger, sustainability-conscious consumers.
Fredrik Ek, Wild’s CEO, highlighted that selling to corporates was always part of their long-term roadmap. “Many of our mentors have built and sold DTC businesses,” he said. “It felt like a natural step – taking on more scale without compromising on values.” He also emphasized Unilever’s alignment with Wild’s environmental focus, particularly around eliminating single-use plastic in personal care.
While financial terms of the deal remain undisclosed, the acquisition will provide Wild with broader market access and operational support to accelerate global expansion. “We’re still at the beginning of our journey,” said Bowes-Lyon. “With Unilever, we can supercharge our product innovation and international footprint.”
For Unilever, this acquisition complements its recent focus on sustainable growth through purpose-led brands and supports its push into high-growth, online-first categories. The move also reinforces a wider industry trend: heritage FMCG players increasingly turning to agile, emerging DTC brands to reinvigorate legacy portfolios and stay competitive in shifting consumer landscapes.
As sustainability, transparency and convenience become non-negotiables for modern shoppers, partnerships such as this point to how legacy companies and disruptive newcomers can combine strengths to drive category transformation.