Unilever announced its acquisition of Wild on April 1, 2025. Financial terms were not disclosed. The acquired brand sold refillable personal-care products through direct, online and retail channels, primarily in Britain, Europe and the United States.
The announcement is available at https://www.unilever.com/news/press-and-media/press-releases/2025/unilever-acquires-personal-care-brand-wild/.
In a separate statement dated April 2, Eight Advisory said it had provided financial and tax due diligence for Wild on the seller's side of the transaction. Its teams included financial partner Jonathan Broom and tax partner Dean Lake.
From direct sales to retailers
Forbes covered the acquisition on April 2. Its report described Wild's 2020 British launch and subsequent move beyond direct-to-consumer sales. In 2021, the brand entered retail through Sainsbury's, Boots and Holland & Barrett.
The acquired range
- Deodorants and lip balms.
- Body washes and handwashes.
Product construction before the acquisition
Wild's body-wash FAQ, dated August 2023, described a 350ml refill inside an aluminium case. The pump combined equal proportions of post-consumer recycled and virgin plastic. The refill and its lid were described as approximately 70% bamboo fibre and 30% plant starch sourced from agricultural waste. Body-wash and deodorant refills had separate subscriptions, although customers could manage both through one account. The FAQ listed Aqua and Pink cases and three fragrance options for the body wash.
Earlier packaging changes
In its April 2024 account of the preceding year, Wild reported switching seven of thirteen British direct-to-consumer packaging types to recycled board. It also described changes to the deodorant case intended to reduce plastic and aluminium use. The refill shape had been adjusted to help users reach deodorant left at the bottom. For 2024, the company planned further ingredient-traceability work, product life-cycle assessments and an emissions baseline covering Scopes 1, 2 and 3. Its target was for 60% of packaging to come from recycled sources.
Company and media contact
Unilever. Media relations: Press-Office.London@Unilever.com.
Company website: https://www.unilever.com/.