Unilever goes Wild — Startups 100 brand acquired for 9-figures

Refillable deodorant brand Wild has been bought by the multinational consumer goods company Unilever for an undisclosed sum, in a deal that will reportedly value the brand at £230m.

Wild has twice been featured in the Startups 100 Index and was also previously nominated for the Startups 100 Sustainability Award in 2023. 

Co-founder Charlie Bowes-Lyon yesterday announced the sale on LinkedIn, stating it would help to supercharge Wild’s mission to eliminate single-use plastics in toiletries.

The move is a major step forward for the company. Unilever’s expansive distribution networks will enable Wild to grow faster while staying true to its eco-friendly mission. 

Who is Wild?

Wild Cosmetics is a premium, Brixton-based cosmetics startup that was co-founded by Bowes-Lyon and Freddy Ward in 2019. It offers eco-friendly personal care products that are also refillable, serving to reduce plastic waste and promote natural ingredients.

Aside from being recognised multiple times in the Startups 100 Index, Wild has built a significant customer base over the years. It is today available in many stores across the UK, including Sainsbury’s, Booths, and Selfridges.

Fun branding, effective marketing strategies, and authenticity have also helped to build Wild a loyal community of customers who share the company’s core values and commitment to sustainability. In 2024, the brand saw its sales more than double to £14.9 million.

What does the deal mean for Wild?

According to reports, Bowes-Lyon and Ward will land a near-£100m payday for the sale. Both founders will stay on to run the firm alongside their 100-strong team of ‘Wildlings’.

Bowes-Lyon says that this change will see the company “doubling down on innovation, investing in cutting-edge sustainable technologies and working with Unilever’s world-class formulators” to further improve its offerings.

In an interview with The Guardian,  Bowes-Lyon hinted that joining Unilever could also lead to lower prices for Wild’s loyal fans. 

Some may be concerned about how the change in ownership will impact Wild’s core values. Bowes-Lyon certainly isn’t. In the full announcement post on LinkedIn, he wrote “Our promise remains: “Great for your body, great for the planet.”

Unilever’s latest acquisition comes as the group carries out major cost-cutting changes, including making 7,500 workplace layoffs globally.

Fabian Garcia, president of Unilever’s personal care department, added: “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.”