Unilever said on Tuesday, April 1st, it has acquired the personal care brand Wild. While the terms of the deal have not been disclosed several media sources have said it would value Wild at around GBP 230 million (EUR 275 million), marking one of the consumer goods giant’s most significant acquisitions in several years.
Launched in the UK in 2020, Wild is a digitally native brand which has built a loyal consumer base through its direct-to-consumer (DTC) and retail model with natural and refillable products. The brand’s premium deodorants, lip balms, bodywashes and handwashes are powered by plant-based ingredients and packaged in unique plastic-free materials.
“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,” said Fabian Garcia, President of Unilever Personal Care.
Wild Co-Founder Charlie Bowes-Lyon said: “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.”
Wild is distributed through digital commerce and retail channels, primarily in the UK, Europe, and the US. In the UK, Wild is stocked in major supermarkets including Tesco, Sainsbury’s and Waitrose. Much of the brand’s growth is expected to come from the US, where sales have tripled over the past two years thanks to listings in major retailers such as Target.
