How Wild Built a £230M Deodorant Brand—and Got Acquired by Unilever

In this episode of ICONS, Roman Kirsch interviews Charlie Bowes-Lyon, Co-founder and CMO of Wild, the refillable deodorant brand recently acquired by Unilever. Starting with a mission to remove single-use plastic from the bathroom, Wild transformed a £5 million UK natural deodorant market into a global sustainable brand worth hundreds of millions. By rejecting the traditional "eco-aesthetic" and instead creating colorful, lifestyle-focused products, Wild made sustainability approachable for mainstream consumers. Their journey from launch during COVID lockdowns to a major Unilever acquisition demonstrates how purpose-driven products can achieve commercial success when product quality and brand experience take priority over sustainability messaging.

Topics Discussed:

• Creating a sustainable brand that appeals to mainstream consumers beyond eco-conscious audiences

• Developing a refillable deodorant product that's environmentally-friendly without compromising on quality

• Executing a multi-channel, multi-geography marketing strategy to reduce dependency risks

• Using limited edition scents and case designs to drive both acquisition and retention

• Building a community-driven product development process

• Navigating retail expansion both domestically and internationally

• Managing the acquisition process with Unilever while maintaining brand integrity