In April 2025, Unilever acquired the personal care brand Wild, further expanding its presence in the sustainable beauty segment. This strategic acquisition strengthens Unilever’s personal care portfolio, which already includes leading brands such as Dove, Lynx, and Axe. While the financial terms of the deal remain undisclosed, several media reports estimate Wild’s valuation at approximately USD 300 million (GBP 230 million), making it one of Unilever’s most significant acquisitions in recent years.

Unilever stated that the acquisition aligns with its efforts to optimize its portfolio toward premium and high-growth categories as part of its "Growth Action Plan 2030." This initiative focuses on four key sustainability priorities: climate, nature, plastics, and livelihoods. As part of its commitment to reducing plastic waste, Unilever has set ambitious goals, including reducing its virgin plastic footprint by 20% by 2026 and by 40% by 2028 (based on a 2019 baseline). Additionally, the company aims to ensure that 100% of its rigid plastic packaging is reusable, recyclable, or compostable by 2030, with the same goal for flexible plastics by 2035.

Founded in the UK in 2020, Wild is a digitally native brand that has cultivated a loyal consumer base through a direct-to-consumer (DTC) and retail model. The brand specializes in natural, refillable personal care products, including premium deodorants, lip balms, body washes, and hand washes. Wild’s products are powered by plant-based ingredients and packaged in innovative, plastic-free materials. Its offerings include deodorant case-and-refill packs starting at USD 15.78, lip balm packs from USD 9.47, body wash packs from USD 13.15, and hand wash packs starting at USD 20.25, all featuring sustainable, refillable packaging.