Unilever has acquired the UK refillable personal care brand Wild. This strategic investment adds to Unilever’s portfolio of personal care brands such as Dove, Lynx, and Axe.

Fabian Garcia, President of Unilever Personal Care, said,

“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.”

Wild was founded in 2020 by Entrepreneurs Charlie Bowes-Lyon and Freddy Ward and offers a range of refillable natural deodorants, lip balms, body washes, and hand washes.

Products come in plastic-free materials and include plant-based ingredients. 

Wild co-founder Bowes-Lyon commented,

“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.

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