Unilever Acquires Sustainable Cosmetic Brand Wild

Wild's products are made with plant-based ingredients.
Unilever is expanding its presence in the sustainable beauty care market.

Unilever has recently acquired Wild, a personal care brand that deals in natural and refillable products.

This acquisition is part of the UK's top consumer brand's strategy to expand its portfolio by including premium and high-growth brands under its Growth Action Plan 2030 and strengthen its presence in the sustainable personal care market.

Launched in the UK in 2020, Wild rose to the occasion, gained market, built a loyal and strong customer base, and now operates through direct-to-consumer sales, digital platforms, and retail stores.

Their sustainable beauty care products include deodorants, lip balms, body washes, and hand washes. All are made with plant-based ingredients and packaged in plastic-free or sustainable materials. It is also popularly known as the UK's top refillable deodorant brand.

Fabian Garcia, President of Unilever Personal Care, said: “We are thrilled to welcome Wild into the Unilever family. The brand’s innovative approach to formulations and packaging and social-first marketing has made Wild an unmissably superior brand and a perfect complement to our Personal Care portfolio. Charlie, Freddy and the team have put consumers at the heart of the brand, which is a testament to its success.”

Their products will continue to serve the markets through existing sales channels, both online and retail, in Europe, the US, and the UK.

Wild Co-Founder Charlie Bowes-Lyon, commented: “Joining Unilever marks an exciting new chapter for Wild. Our mission to remove single-use plastic from the bathroom with desirable, innovative personal care products will be hugely strengthened by leveraging Unilever’s expertise, scale and reach to further grow the brand and bring our vision to more consumers.”

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Source: Unilever