Unilever has bought refillable personal care brand Wild after months of speculation.
The consumer goods giant has snapped up the sustainable beauty brand to strengthen its offering in the personal care space, with brands Dove, Lynx and Axe already in its portfolio.
Entrepreneurs Charlie Bowes-Lyon and Freddy Ward founded Wild in 2020, which sells a range of refillable natural deodorants, lip balms, body washes and handwashes.
Wild’s “distinctive premium offering” makes it a “strategic addition” to Unilever’s existing portfolio of personal care brands, read a statement from the beauty giant.
The financial terms of the deal were not disclosed.
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 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,” he added.