Introduction

In a significant move towards enhancing its portfolio in the premium and high-growth personal care segment, Unilever has announced the acquisition of Wild, the UK's leading refillable and natural personal care brand. This strategic addition underscores Unilever's commitment to sustainability and innovation in the personal care industry. As the world shifts towards more eco-friendly practices, Wild's unique offering aligns perfectly with Unilever's vision for a greener future.

About Wild: A Sustainable Pioneer

Launched in 2020 by Charlie Bowes-Lyon and Freddy Ward, Wild has disrupted the personal care market with its refillable aluminium deodorant cases and biodegradable refills. The brand's expansion includes body washes, hand washes, and lip balms, all featuring environmentally friendly packaging. This innovative approach has captured a loyal customer base and secured partnerships with major retailers like Boots, Amazon, Tesco, and Target[1][2].

Key Features of Wild:

• Refillable and Sustainable Products: Wild focuses on reducing plastic waste through reusable aluminium cases and biodegradable refills.
• Natural Ingredients: The brand uses plant-based ingredients in its formulations.
• Premium Positioning: Wild is known for its high-quality, sustainable products that appeal to environmentally conscious consumers.

Unilever's Strategic Acquisition

Unilever's acquisition of Wild is a strategic move to strengthen its presence in the sustainable personal care market. The deal, which took effect from April 1, 2025, is valued at approximately £230 million, although the official terms remain undisclosed[2][3]. This acquisition not only expands Unilever's portfolio but also aligns with its Growth Action Plan 2030, focusing on premium and high-growth brands.

Benefits for Unilever:

• Portfolio Enhancement: Wild complements Unilever's existing brands, like Dove, Lynx, and Sure.
• Sustainability Leadership: The acquisition emphasizes Unilever's commitment to reducing plastic waste and promoting sustainability.
• Access to New Markets: Wild's strong presence in the UK and US markets provides Unilever with opportunities for further expansion.

Impact on the Personal Care Industry

The acquisition of Wild by Unilever is expected to have a significant impact on the personal care industry. It highlights the growing demand for sustainable products and demonstrates how major conglomerates are adapting to this trend.

Trends in Sustainable Personal Care:

• Eco-Friendly Packaging: Brands are increasingly focusing on refillable and biodegradable packaging.
• Natural and Plant-Based Ingredients: Consumers are seeking products with fewer harsh chemicals.
• Digital Marketing and Direct-to-Consumer Sales: Social-first marketing strategies are gaining traction as brands engage more directly with consumers.

Future Prospects

With Unilever's vast resources and global reach, Wild is poised for accelerated growth. The brand's mission to eliminate single-use plastic from bathrooms will be significantly enhanced. Co-founders Charlie Bowes-Lyon and Freddy Ward have reiterated that Wild's values remain unchanged, with a continued focus on driving sustainability and innovation in personal care[1][5].

Future Growth Plans:

• Global Expansion: Leveraging Unilever's distribution networks to increase Wild's global presence.
• Product Innovation: Continuing to develop high-performance, eco-friendly products.
• Sales Targets: The founders will work towards achieving challenging sales targets over the next two years, particularly focusing on the US market where sales have tripled in recent years[2].

Conclusion

Unilever's acquisition of Wild marks a pivotal moment in the personal care industry, showcasing the importance of sustainability and innovation. As consumers increasingly demand environmentally friendly products, this partnership positions both companies for significant growth in the premium personal care segment.