Unilever PLC (LSE:ULVR) has acquired Wild, the refillable natural deodorant brand, in a deal believed to value the company at around £230 million.
It is widely reported the transaction has earned its co-founders, Charlie Bowes-Lyon and Freddy Ward, a combined sum close to £100 million, though financial terms have not been officially disclosed.
Launched six years ago, Wild has quickly gained a foothold in the personal care market, with products now stocked in UK chains such as Boots, Tesco, and Sainsbury’s, as well as Target in the US.
In 2023, it reported sales of £46.9 million and a pre-tax profit of £509,000.
The business will now sit alongside Unilever’s established personal care brands, including Dove and Vaseline, as the company seeks to strengthen its sustainable product offering.
In a statement, 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.”