Wild is distributed through direct-to-consumer, digital commerce and retail channels, primarily in the UK, Europe, and the US
Unilever has acquired refillable personal care brand Wild. The company marks another step in the optimization of Unilever’s portfolio towards premium and high growth spaces as part of the Growth Action Plan 2030.
Launched in the UK in 2020, Wild 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 said to be packaged in plastic-free materials.
Wild’s 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.
Packaging South Asia — authentic, impactful and influential
An English-language packaging industry B2B platform in print and web, Packaging South Asia is in its 19th year of publication. We do not make any claims about being the best or the most widely read. However, if you are interested in targeting the Indian and South Asian markets to sell equipment, technology, software, and consumables, we can help.
To improve your marketing and grow sales, talk to us. Our research and consulting company IppStar [www.ippstar.org] can assess your potential and addressable markets in light of the competition. We can discuss marketing, communication, and sales strategies for market entry and growth.
Suppliers and service providers with a strategy and budget for targeted marketing can discuss using our hybrid print, web, video, and social media channels to create brand recognition linked to market relevance. Our platform and channels are differentiated by hands-on practice and an understanding of business and financials. Our team, including some of the best technical writers, is ready to meet you and your customers for content.
India and South Asia’s fast-growing packaging industry is continuously expanding capacities with efficiency and appropriate innovative technologies. Get our 2025 media kit and recalibrate your role in this dynamic market. Enhance your visibility and relevance to existing markets and turn potential customers into conversations. Ask for a sample copy of our monthly or two weekly packaging eZines.
