Unilever acquires British personal care brand Wild

British consumer goods giant Unilever has just acquired the acquisition of Wild, the UK-based personal care brand launched in 2020 by Charlie Bowes-Lyon and Freddy Ward. While the financial details of the transaction were not disclosed, Sky News previously estimated the deal to be valued at £230 million (€275 million).

Founded as a digitally native vertical brand, Wild has made a name for itself with a range of deodorants, lip balms, and body care products crafted from naturally derived ingredients, packaged in reusable aluminium cases and recycled plastics. The brand is currently the market leader in refillable deodorants in the UK.  

In 2023, Wild reported £47 million in revenue, representing 77% year-over-year growth, according to Sky News.  

“Wild’s innovative approach to formulation, packaging, and social-led marketing makes it a stand-out brand that perfectly complements our personal care portfolio,” said Fabian Garcia, president of Unilever Personal Care.  

Unilever’s Personal Care division, which includes household names such as Dove and Axe, generated nearly €13.6 billion in revenue.  

In 2024, Unilever reported total revenues of €60.8 billion, reflecting a nearly 2% increase compared to the previous year.