Unilever has acquired the personal care brand Wild. This marks another step in optimizing Unilever’s portfolio towards premium and high-growth spaces as part of the Growth Action Plan 2030.

Launched in the UK in 2020, Wild is a digitally native brand which has built a loyal consumer base through its direct-to-consumer and retail model with desirable, 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.

Wild’s rapid growth, distinctive premium offering across personal care categories, and position as the UK’s No. 1 refillable deodorant brand, make it a strategic addition to Unilever’s existing portfolio of Personal Care brands.

Fabian Garcia, president of Unilever Personal Care, said, “We are thrilled to welcome Wild into the Unilever family. 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. Charlie, Freddy and the team have put consumers at the heart of the brand which is a testament to its success.”

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 direct-to-consumer, digital commerce and retail channels, primarily in the UK, Europe, and the US. The terms of the deal were not disclosed.