Unilever has acquired personal care brand Wild, marking another step in the optimisation of the FMCG giant’s portfolio towards premium products.

Launched in the UK in 2020, Wild offers premium deodorants, lip balms, bodywashes and handwashes, using plant-based ingredients via a direct-to-consumer (DTC) and retail model.

Unilever said that the brand’s rapid growth, distinctive premium offer across personal care categories, and its position as the UK’s number one refillable deodorant brand, make it a “strategic addition” to Unilever’s existing portfolio of personal care brands.

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Unilever personal care president Fabian Garcia said: “We are thrilled to welcome Wild into the Unilever family. The brand’s innovative approach to formulations and packaging, and social-first marketing, has made Wild an unmissably superior brand, and a perfect complement to our personal care portfolio.”

Wild co-founder Charlie Bowes-Lyon added: “Our mission to remove single-use plastic from the bathroom with desirable, innovative personal care products will be hugely strengthened by leveraging Unilever’s expertise, scale and reach to further grow the brand and bring our vision to more consumers.”

Last month, Unilever accepted a binding offer from plant-based food firm Vivera to acquire The Vegetarian Butcher brand for an undisclosed sum. The deal comes as the consumer goods giant looks to sharpen its portfolio for long-term growth and scalability, by focusing on fewer, bigger brands.