Unilever Adds Wild Brand To Portfolio
Unilever has acquired Wild, a digitally native personal care brand that launched in the UK in 2020 and is distributed through direct-to-consumer, digital commerce, and retail channels in the UK, Europe, and the U.S.
The brand offers refillable products across the deodorant, lip balm, bodywash, and handwash categories. Its goal is to remove single-use plastics from the bathroom, according to a statement from Wild co-founder Charlie Bowes-Lyon.
The company was chosen for its innovative approach to formulations, packaging, and social-first marketing, said a statement from Fabian Garcia, president of Unilever Personal Care.
Unilever’s Optimization Portfolio Strategy
The move is part of ongoing portfolio optimization goals for its Growth Action Plan 2030, focusing on premium and high-growth markets and investing more heavily in four core areas: Beauty & Wellness, Personal Care, Home Care, and Nutrition. As a result, the company shifted its ice cream business to a separate ownership structure last year, which includes brands like Wall’s Magnum, and Ben & Jerry’s.
Also, more recently, Unilever said it would be offloading its Vegetarian Butcher brand, selling it to Vivera to focus on fewer, bigger brands.
