Unilever Acquires Wild

Wild, the UK’s leading refillable personal care brand, has been acquired by Unilever, advancing the brand’s mission to eliminate single-use plastic from bathrooms.

Founded in 2020 by Charlie Bowes-Lyon and Freddy Ward, Wild is dedicated to replacing everyday bathroom essentials with high-performing, natural, and refillable alternatives. From its bestselling deodorants, featuring sleek reusable aluminium cases and compostable refills, to its expanding range of body wash, hand wash, and lip balms, Wild has brought a modern, design-led approach to sustainable personal care. The brand’s rapid growth and loyal following have earned it a strong presence in key global retailers including Boots, Amazon, Tesco, and Target, alongside a strong direct-to-consumer business across the UK, Europe, the US, and Australia.

“We are thrilled to join Unilever, whose deep expertise and global reach will accelerate our mission to eliminate single-use plastic in bathrooms everywhere,” said Bowes-Lyon. “Their belief in our refillable model is a powerful validation that sustainable change isn’t just possible, it’s inevitable.”

The acquisition by Unilever, one of the world’s largest suppliers of consumer goods, will provide Wild with access to world-class R&D capabilities, expansive distribution channels, and the operational expertise needed to scale its impact. With a presence in over 190 countries and products used by 3.4 billion people every day, Unilever generated €60.8 billion in sales in 2024 and employs 128,000 people worldwide.

“Our mission and values remain unchanged,” said Ward. “We will continue to push the boundaries of what sustainability means in personal care and what it means to be a ‘sustainable brand’ with even greater impact.”

The transaction took effect on 1st April 2025, with financial terms of the deal remaining undisclosed.