When Wild was launched in 2019, its founders, Charlie Bowes-Lyon and Freddy Ward, had a vision to disrupt the personal care industry with sustainable and refillable natural deodorants.
Fast forward to July 2024, and that vision has earned them a monumental payday. With the sale of Wild to Unilever in a deal valuing the company at an impressive £230 million, the two entrepreneurs have reportedly netted close to £100 million.
Here’s how Wild went from startup to a significant player in the sustainable personal care market, and why this acquisition represents a pivotal moment for the industry.
A Success Story Backed by Innovation and Sustainability
Wild tapped into an emerging demand for personal care products that are better for both the skin and the planet. The company became synonymous with its refillable deodorants featuring compostable refills, sleek packaging, and effective natural formulas that challenge traditional options. It wasn’t just their product innovation that paid off; Wild also capitalized on growing consumer awareness of plastic waste and sustainability.
By the end of December 2023, the company posted remarkable figures, including sales of £46.9 million and a pre-tax profit of £509,000. Wild’s meteoric rise to success in just five years highlights the lucrative potential of aligning impactful values with the needs of today’s sustainability-conscious consumers.
Strategic Growth Through Retail Partnerships
Wild wasn’t just a digital success. While many sustainable startups maintain a predominantly online presence, Wild demonstrated versatility. Its products earned shelf space in major retailers across the UK and US, including Boots, Tesco, Sainsbury’s, Ocado, and Target, securing brand visibility in competitive markets.
This strategic omni-channel approach enabled Wild to grow its customer base effectively while amplifying its brand’s presence internationally. These partnerships also proved attractive to Unilever, a global corporation that continues integrating sustainable brands into its portfolio.
Unilever’s Acquisition and the Future of Wild
The acquisition by Unilever is a significant step for both parties. For Unilever, welcoming Wild into its product lineup—which already includes personal care giants such as Dove, Vaseline, and Axe—is part of its ongoing strategy to invest in sustainable solutions at scale. Wild will now have access to Unilever’s extensive resources, from global distribution networks to advanced R&D capabilities.
For Bowes-Lyon and Ward, there’s still work to be done despite the financial windfall. The deal includes a two-year earn-out agreement dependent on hitting challenging sales targets. Immediate plans reportedly involve scaling the brand in the US market, a challenging but opportunity-rich territory.
Current challenges identified during the acquisition include high import tariffs and some skepticism surrounding sustainability claims. However, with Unilever’s backing, Wild has the potential to localize manufacturing in the US, minimizing costs while maintaining its sustainability ethos. Innovations in product design, aimed at improving usability and appeal to new customers, are also part of their future roadmap.
Facing Competition in a Growing Market
The natural and sustainable personal care market has grown significantly, with fierce competition coming from both established brands and emerging startups. Nonetheless, Wild’s co-founders remain optimistic about future opportunities. Bowes-Lyon, commenting on their industry’s trajectory, emphasized the broad shift toward reducing plastic waste and fostering sustainability innovation.
Indeed, Unilever’s willingness to invest £230 million in Wild is a testament to how sustainability is no longer a niche category but a mainstream demand. For startups and industry players, it underscores the importance of innovation, alignment with consumer values, and scalability.
Beyond the Sale: A New Benchmark for Entrepreneurs
The sale of Wild provides an inspiring case study for entrepreneurs and small business owners, particularly those focused on sustainability. The deal sets a new benchmark, showing that businesses driven by purposeful innovation can hold significant value in today’s market.
Wild’s success demonstrates that prioritizing environmental impact doesn’t have to come at the expense of profitability. It’s a prime example of how forward-thinking leadership and well-executed growth strategies can deliver standout financial results while contributing to a better future for everyone.