1:33 am - February 25, 2025
Unilever, the FTSE-100 consumer goods giant, is on the verge of a significant £230 million deal to acquire Wild, a premium producer of refillable personal care products. This acquisition, which could be announced within weeks, is part of Unilever’s broader strategy under CEO Hein Schumacher to revamp its portfolio and focus on sustainable and premium brands. Wild, known for its eco-friendly refillable deodorants, lip balms, body washes, and handwashes, has built a strong reputation in the market since its founding six years ago by Charlie Bowes-Lyon and Freddy Ward. The deal not only highlights Unilever’s commitment to sustainability but also marks a major milestone for Wild, a company that has grown rapidly despite initial challenges in product formulation. If finalized, this acquisition would be one of Unilever’s most significant moves in the personal care space in recent years.
Wild’s journey began with a mission to create natural, sustainable personal care products that appealed to environmentally conscious consumers. However, the company faced early setbacks, with its first attempts at producing a viable deodorant failing to meet consumer expectations. In an interview with The Grocer in 2023, co-founder Freddy Ward admitted, “We learned that we weren’t very good at making deodorant, but there was demand for the product if we could get it right.” The formulation wasn’t working, and the product simply didn’t perform as hoped. Despite these challenges, Ward and his co-founder, Charlie Bowes-Lyon, persisted, recognizing the growing demand for natural, sustainable personal care products. Their efforts paid off when they revamped their product line, coinciding with the surge in online shopping triggered by the COVID-19 pandemic. Since then, Wild has experienced rapid growth, with sales reaching nearly £47 million in 2023—a 77% increase from the previous year—and achieving an operating profit of £560,000. The company has also attracted significant investment, raising around £10 million from notable backers such as Jamjar Ventures, the investment arm of Innocent Drinks’ founders, as well as Redbus Ventures and Slingshot Ventures.
Wild’s success has been driven by its commitment to sustainability and innovation. The company’s refillable product model aligns with the growing consumer demand for eco-friendly alternatives to traditional single-use personal care products. By offering high-quality, natural ingredients and a convenient refill system, Wild has carved out a niche in the premium personal care market. This approach not only resonates with environmentally conscious consumers but also fits perfectly with Unilever’s own sustainability goals. Unilever, which owns iconic brands like Dove and Lynx (known as Axe in many markets), has been actively seeking to expand its portfolio of sustainable and premium brands. The acquisition of Wild represents a strategic move to strengthen Unilever’s position in the personal care sector while aligning with its broader commitment to reducing environmental impact. The deal is also a testament to Wild’s remarkable growth story, as the company transitions from a small startup to a significant player in the industry.
The potential acquisition of Wild is part of a larger strategic shift for Unilever, which has been exploring ways to optimize its portfolio and focus on high-growth areas. In addition to the Wild deal, Unilever is reportedly considering a listing of its ice cream division, which includes well-known brands like Ben & Jerry’s. This potential spin-off, which could involve listings on the London Stock Exchange, Amsterdam, or New York, reflects Unilever’s efforts to streamline its operations and maximize shareholder value. While the company has not commented on the Wild acquisition, industry sources suggest that the deal is nearing completion, with the exact terms and timeline still under wraps. If finalized, the acquisition would not only bolster Unilever’s personal care offerings but also demonstrate its continued commitment to sustainability and innovation.
Wild’s journey from a struggling startup to a £230 million acquisition target is a story of resilience and vision. Despite early failures, the company’s founders remained committed to their mission of creating sustainable, effective personal care products. Their ability to adapt and innovate, particularly in response to the challenges posed by the pandemic, has been instrumental in Wild’s success. As the company prepares to join forces with Unilever, it’s clear that its impact will extend far beyond its own brand. By aligning with one of the world’s largest consumer goods companies, Wild’s sustainable refillable model has the potential to influence the wider industry and inspire other brands to follow suit. This deal is not just about growth; it’s about setting a new standard for sustainability in personal care.
In conclusion, Unilever’s potential acquisition of Wild represents a significant step forward for both companies. For Unilever, the deal underscores its commitment to sustainability, premium branding, and innovation, while also reinforcing its position as a leader in the personal care sector. For Wild, the acquisition marks the culmination of a remarkable six-year journey, from early setbacks to rapid growth and eventual recognition as a major player in the industry. As the deal moves closer to completion, it’s clear that this partnership has the potential to drive meaningful change in the way personal care products are produced, marketed, and consumed. With a shared vision of sustainability and innovation, Unilever and Wild are poised to make a lasting impact on the industry and on consumers around the world.