A pair of UK-based entrepreneurs, Freddy Ward and Charlie Bowes-Lyon, have reportedly received a nearly £100m payday after selling their brand Wild to global consumer goods group Unilever. Wild, founded by the childhood friends, specializes in refillable, natural body care products, including deodorant cases and manuka honey lip balms.
Unilever, known for brands such as Dove soap, Axe deodorant, and Marmite, has acquired Wild as part of its strategy to shift towards premium and high-growth brands. The upmarket brand, which uses plant-based ingredients and offers plastic-free packaging, will become part of Unilever’s personal care portfolio.
Wild makes premium deodorants starting from £12, lip balms from £7.20, body washes, and hand washes priced from £15.40. The startup, based in Brixton, was valued at around £230m, according to reports from The Times.
Ward and Bowes-Lyon, both in their 30s, founded Wild six years ago to tackle the issue of single-use plastics and identified a gap in the market for sustainable bathroom products. The duo, related to the late Queen Mother, will become millionaires from the deal, reportedly owning nearly 26% and 17% of the company respectively.
Fabian Garcia, president of Unilever’s personal care arm, praised Wild’s innovative approach in formulations and packaging and its social-first marketing strategy. Charlie Bowes-Lyon expressed excitement about joining Unilever, stating that the partnership will further their mission to remove single-use plastic from bathrooms and help grow the brand.
Unilever’s acquisition of Wild comes during a period of significant restructuring for the consumer goods group, which includes plans to cut 7,500 jobs and shift focus towards its biggest sellers. The group is also spinning off its Ben & Jerry’s and Wall’s ice-cream division, with plans for a primary stock market listing in Amsterdam, in a move perceived as a setback for the London stock market.
Source: https://www.theguardian.com/business/2025/apr/01/wild-co-founders-sale-of-natural-deodorant-maker-unilever
