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Unilever is on the brink of acquiring Wild, a high-end producer of refillable personal care products, in a deal valued at approximately £230 million. Backed by the founders of Innocent Drinks, Wild has made a name for itself in the sustainability-driven beauty market, and Unilever’s impending acquisition signals a strategic move to expand its eco-conscious portfolio.
Industry insiders reveal that Unilever has finalized terms with Wild’s founders and early-stage investors, with a formal announcement expected within weeks. If confirmed, this would mark one of Unilever’s most significant personal care acquisitions in recent years, reflecting CEO Hein Schumacher’s ongoing efforts to revitalize the company’s product lineup. The multinational conglomerate, known for powerhouse brands like Dove and Lynx (marketed as Axe in most regions), sees Wild as a premium, sustainability-focused brand that aligns with shifting consumer preferences.
The Rise of Wild: A Start-Up Success Story
Founded just six years ago by entrepreneurs Charlie Bowes-Lyon and Freddy Ward, Wild has swiftly carved out a niche in the personal care sector. The brand specializes in refillable natural deodorants, lip balms, body washes, and handwashes. Its direct-to-consumer model and commitment to reducing single-use plastic have earned it a devoted customer base.
Wild’s journey wasn’t without hurdles. In 2023, Ward disclosed in an interview with The Grocer that their initial attempts at product development fell short of expectations. However, a strategic revamp—coinciding with the e-commerce boom fueled by the COVID-19 pandemic—propelled the brand’s rapid growth.
"We learned that we weren't very good at making deodorant, but there was demand for the product if we could get it right," he said.
"It just didn't really work, was the problem. "The formulation wasn't very good."
Since its inception, Wild has secured roughly £10 million in funding from high-profile investors, including Jamjar Ventures (the investment arm of Innocent Drinks’ founders), Redbus Ventures, and Slingshot Ventures. In 2023 alone, the company reported nearly £47 million in sales—a staggering 77% year-on-year increase—while also turning an operating profit of £560,000.
"2023 represented a watershed moment in Wild's short history as we delivered our first year of profitable growth across the business," the accounts - signed off last July - said.
For Unilever, the Wild acquisition represents more than just an expansion of its product lineup. It underscores a broader push toward sustainable and refillable packaging, an area that has gained immense traction among environmentally conscious consumers.
Meanwhile, Unilever itself is undergoing a period of transformation. The multinational is currently weighing the possibility of spinning off its massive ice cream division, which includes iconic brands like Ben & Jerry’s. A potential demerger has sparked interest from stock exchanges in London, Amsterdam, and New York, with discussions actively underway.
As of Monday, Unilever’s shares were trading at approximately £47.26, giving the consumer goods giant a market capitalization of nearly £116 billion.
While Unilever has declined to comment on the acquisition, Wild Cosmetics has yet to release an official statement. However, if the deal proceeds as expected, it will mark a significant milestone for both companies.