Unilever Invests in Sustainable Beauty: Acquires Cosmetic Brand Wild

Unilever has acquired Wild, a UK-based personal care brand known for its sustainable, plant-based, and refillable beauty products.

This acquisition aligns with Unilever’s ongoing strategy to strengthen its portfolio with high-growth and premium brands, as part of its Growth Action Plan 2030. Wild, which was founded in 2020, has rapidly gained popularity with consumers seeking eco-friendly alternatives in the personal care industry. This move by Unilever aims to deepen its commitment to sustainability, particularly in the growing market for natural and environmentally friendly beauty care products.

Wild initially built its reputation around its innovative product offerings, which include deodorants, lip balms, body washes, and hand washes. These products are made from plant-based ingredients and are packaged in plastic-free or other sustainable materials, positioning Wild as a leader in the UK’s refillable deodorant market. With its direct-to-consumer model, Wild has tapped into a growing consumer base that values both the effectiveness of products and their environmental impact. The brand also sells through digital platforms and retail stores, expanding its reach beyond its home market of the UK to other parts of Europe and the United States.

Unilever’s acquisition of Wild underscores the increasing demand for sustainable beauty products and reflects the company’s broader shift towards more eco-conscious consumer goods. By integrating Wild’s innovative formulations and sustainable packaging into its portfolio, Unilever hopes to capture a larger share of the rapidly expanding sustainable personal care sector. Additionally, Wild’s social-first marketing strategy has helped build a strong, loyal customer base, making it a valuable addition to Unilever’s personal care division.

Under the new ownership, Wild’s products will continue to be sold through existing sales channels, and the brand will benefit from Unilever’s expertise, resources, and global reach. This partnership is expected to accelerate Wild’s growth, helping the brand reach more consumers and further its mission of eliminating single-use plastic in personal care products. With Unilever’s backing, Wild is poised to expand its impact and solidify its position as a key player in the eco-friendly beauty market.

Unilever’s acquisition of Wild represents a strategic move to expand its footprint in the sustainable beauty care sector. By integrating Wild’s innovative, eco-conscious product offerings into its wider portfolio, Unilever aims to capitalize on the growing demand for environmentally responsible personal care products. This partnership reflects the increasing importance of sustainability in the consumer goods industry and highlights Unilever’s commitment to driving positive change in the beauty and personal care markets.