Unilever is understood to be in the process of acquiring sustainable beauty brand Wild in a deal thought to be worth £230m.

The acquisition, a source told Sky News, could be announced in as early as a few weeks and would see Unilever buy the brand from co-founders Charlie Bowes-Lyon and Freddy Ward.

Wild, founded in 2020, has recently surged in popularity and last year rolled out new sustainable personal care standalone bays in Tesco.

The brand also debuted an exclusive eco-friendly haircare range that comes with a plastic-free ‘case for life’ and compostable refills.

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An acquisition from Unilever would mark a significant shift for the global consumer goods giant away from a food-focused portfolio to strengthen its personal care offer, which currently includes labels such as Axe, Dove and Lynx.

In recent months, the manufacturer has made strategic decisions away from its food brands, including exploring the offloading of its ice cream division and the announcement of plans to sell multiple food brands, with a combined value of over €1bn (£830.6m).

It would also signal a step towards a more sustainable portfolio, with Unilever CEO Hein Schumacher last month warning businesses that the “time to step up is now”.

Speaking about the brands climate targets, Schumacher said: “We’re trying to work with governments on minimum requirements around EPR recycling, something we cannot do. Governments should regulate, but private sector can execute.”

Both Wild and Unilever declined to comment.