Refillable, natural personal care brand Wild has confirmed its acquisition by Unilever, which the brand says will enable it to access Unilever’s global reach, expertise and resources to enable further expansion and innovation.
Launched in 2020, by Charlie Bowes-Lyon and Freddy Ward, Wild aimed to revolutionise the natural deodorant industry with reusable aluminium cases and biodegradable refills.
Building on its initial success, Wild expanded its range to include body wash, hand wash and lip balms all featuring environmentally friendly, refillable packaging.
The brand’s commitment to reducing plastic waste and delivering high performance, eco-friendly products has earned it a loyal following and major retail partnerships with stockists including Boots, Amazon, Tesco, Target and more.
Charlie Bowes-Lyon, co-founder of Wild, said: “We are thrilled to join Unilever, whose deep expertise and global reach will accelerate our mission to eliminate single-use plastic in bathrooms everywhere. Their belief in our refillable model is a powerful validation that sustainable change isn’t just possible, it’s inevitable.”
This acquisition represents a strategic move for Wild with its ongoing commitment to driving sustainability and innovation. Joining forces with Unilever will provide access to world-class research and development capabilities, unparalleled distribution networks and the expertise to scale Wild’s mission on a global scale.
“Our mission and values remain unchanged” said Freddy Ward, co-founder of Wild. “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.”
Wild is distributed through direct to consumer, digital commerce and retail channels, primarily in the UK, Europe, US and Australia. The Unilever acquisition takes effect from 01 April. Wild was advised by Taylor Wessing and Raymond James throughout the acquisition process.
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