Unilever Adds Natural Deodorant Brand WILD to Personal Care Portfolio

Unilever is doubling down on sustainable personal care, acquiring UK-based WILD — a fast-growing brand known for its refillable natural deodorants and bold eco-first branding.

Founded in 2019, WILD has become one of the most prominent players in the plastic-free hygiene space, winning over consumers with stylish aluminum cases, compostable refills, and a direct-to-consumer strategy fueled by influencer marketing and sharp creative. The acquisition allows Unilever to tap into a younger, climate-conscious customer base while bolstering its commitment to reducing plastic waste across its product lines.

WILD joins a growing roster of purpose-driven acquisitions by Unilever, which has increasingly prioritized brands aligned with ESG principles, modern design, and digital-native loyalty. The move not only strengthens its natural personal care offering, but signals broader intent to own more of the high-growth, values-driven CPG territory.

Corpbrief Insight:

Unilever’s bet on WILD is part of a bigger trend — legacy CPG leaders aren’t just innovating in-house, they’re acquiring edge brands that already own the cultural narrative. Sustainability, design, and identity are now as important as function.