Advising personal care brand, Wild, on its acquisition by Unilever

We have advised Wild, the UK’s number one refillable, natural deodorant brand, on its acquisition by global consumer products giant Unilever. Since its launch in 2020 by co-founders Charlie Bowes-Lyon and Freddy Ward, Wild has revolutionised the personal care market with premium deodorants, lip balms, bodywashes and handwashes that are powered by plant-based ingredients and packaged in unique plastic-free materials.

This acquisition marks the next step in Wild’s work to widen the reach of their innovative offering, while continuing to give consumers a sustainable and modern alternative when it comes to personal care.  

Partner, Ed Chapman commented: "We're proud to work with forward-thinking and socially conscious companies like Wild and this announcement is the culmination of a lot of hard work for them and for us. The acquisition will help Wild accelerate their mission to eliminate single-use plastic in bathrooms globally, and we wish Freddy, Charlie and team every success in doing so."

Led by partner Ed Chapman and senior associate Oli Denne, the team also included:

• Corporate: Richard Price (Senior Associate), Nell Cooper (Associate), Dillan Madhani (Associate), Savannah Swale (Paralegal)
• Tax: Liz Wilson (Partner), Sally Robertson (Senior Associate)
• Incentives: Claire Matthews (Partner), Katie Lewis (Senior Counsel)
• Intellectual Property: Roland Mallinson (Partner), Charlie Adams (Senior Associate)
• Competition: Paolo Palmigiano (Partner), Louisa Penny (Senior Counsel)