Unilever expands portfolio with acquisition of personal care brand Wild
Through this acquisition, Unilever will strengthen its presence in premium and sustainable markets.
UK – Unilever, the British multinational Fast-Moving Consumer Goods (FMCG) company, has acquired Wild, a refillable personal care brand based in the UK.
The acquisition aligns with Unilever’s Growth Action Plan 2030, which focuses on expanding into premium and sustainable markets.
The financial terms of the deal were not disclosed.
Fabian Garcia, President of Unilever Personal Care, stated, “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.”
Wild specializes in natural and refillable personal care products, including deodorants, lip balms, body washes, and hand washes.
All its products are formulated with plant-based ingredients and come in plastic-free packaging, reinforcing its commitment to eliminating single-use plastic.
The brand’s innovative approach to formulations and packaging, as well as its commitment to eliminating single-use plastic, align perfectly with Unilever’s sustainability goals.
According to Unilever, Wild is the UK’s leading refillable deodorant brand.
Wild Co-Founder Charlie Bowes-Lyon said, “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 grow the brand further and bring our vision to more consumers.”
Wild’s products are available through direct-to-consumer platforms, digital commerce, and retail channels.
While the brand is currently strong in the UK, Unilever’s global reach will enable Wild to expand into international markets, including Europe, North America, and beyond, tapping into the growing demand for sustainable and natural personal care solutions.
The acquisition comes as the market for plant-based personal care products is rapidly growing, driven by consumer demand for sustainable, natural, and cruelty-free options.
According to a study by Fact MR, the market is projected to reach $1.62 billion by 2033, with a compound annual growth rate (CAGR) of 7.5%.
This growth is fueled by rising awareness of the benefits of plant-based ingredients, ethical sourcing, and the clean beauty movement.
Recently, Unilever transformed its approach to product photography by integrating Artificial Intelligence (AI) and digital twin technology.
This innovation is reshaping the way product imagery is created, allowing for faster content production while significantly reducing costs.
Using platforms like NVIDIA Omniverse, Unilever has developed highly detailed, three-dimensional digital replicas of its products.
These digital twins encompass various product variants, labels, and language formats, ensuring precise and consistent representation.
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