Unilever Acquires Refillable Personal Care Brand Wild

Unilever announced on April 1 that it had acquired the personal care brand Wild. Although the specific terms of the transaction have not been disclosed, according to multiple media reports, Wild is valued at approximately 230 million pounds (275 million euros), which is considered one of Unilever's most important acquisitions in recent years.

Founded in 2020, Wild originated in the UK. As a digital native brand, it has successfully attracted a large number of loyal customers with its direct-to-consumer (DTC) and retail channels. Wild's product line includes high-quality deodorants, lip balms, shower gels and hand soaps, all of which are made of natural plant ingredients and launched in innovative plastic-free packaging, emphasizing refillable and environmentally friendly concepts.

Fabian Garcia, president of Unilever's personal care division, said: "Wild's innovative approach to product formulation and packaging design, as well as its social-first marketing strategy, make the brand a standout brand that cannot be ignored and perfectly complements our existing personal care portfolio."

Wild's co-founder Charlie Bowes-Lyon said: "Joining Unilever means Wild has ushered in an exciting new chapter. Our goal is to eliminate single-use plastics in the bathroom through innovative personal care products, and with Unilever's expertise, scale and influence, we can drive the brand further and bring our ideas to more consumers, which will greatly enhance our mission."

Currently, Wild is mainly sold in the UK, Europe and the United States through e-commerce and retail channels. In the UK, Wild's products are already on the shelves of major supermarkets such as Tesco, Sainsbury's and Waitrose. The brand's future growth is expected to come mainly from the US market, especially with the support of sales from large retailers such as Target, Wild's sales in the United States have tripled in the past two years.