Unilever to acquire refillable personal care brand Wild for £230m

Unilever is set to acquire British personal care brand Wild for £230m ($286m) as part of its strategy to expand in the health and hygiene sector. The deal is expected to be announced in the coming weeks.

Transaction snapshot

• Deal value: £230m ($286m)

• Deal multiples: Approximately 4.9x revenue

• Deal type: Acquisition

• Investors: Jamjar Investment, Slingshot Ventures, and various private investors, including social media influencer Grace Beverley

Wild, founded in 2019 by Charlie Bowes-Lyon and Freddie Ward, offers refillable deodorants, lip balms, body washes, and hand soaps through its direct-to-consumer website.

The company saw significant growth after the Covid-19 pandemic, benefiting from product reformulations and increased interest in direct-to-consumer shopping. In 2023, Wild reported sales of nearly £47m ($58m), a 77% increase from the previous year.

Unilever’s acquisition aligns with its goal to strengthen its health and hygiene portfolio. The company has been focusing on sustainability and eco-friendly products, making Wild a strategic fit within its broader personal care division.