Unilever invests in refillable innovation with acquisition of Wild: What it means for the future of sustainable packaging

Unilever has taken a bold step toward more sustainable personal care solutions with the acquisition of Wild, a fast-growing brand known for its innovative refillable deodorant packaging. Founded in 2020, Wild has made waves in the industry by challenging conventional single-use packaging, replacing it with sleek, reusable aluminium cases and compostable refills.

The brand’s refill-first approach has resonated with eco-conscious consumers, proving that sustainability doesn’t have to compromise convenience or style. With this acquisition, Unilever strengthens its personal care portfolio, and doubles down on its commitment to cutting packaging waste – a move that signals major shifts in how large FMCG companies approach product delivery and design.

For packaging professionals, Wild’s rise illustrates how consumer expectations are driving brands to rethink materials, functionality, and lifecycle. The success of Wild’s system underscores the importance of design thinking and materials innovation in building scalable, sustainable packaging models.

As the industry continues to evolve, packaging will remain at the heart of brand identity and environmental responsibility. Unilever’s latest move reinforces that smart packaging isn’t just a trend – it’s the future.

Want to explore what’s next in refillable formats, materials innovation, and sustainable design? Don’t miss London Packaging Week – a hub for ground-breaking ideas and the next generation of packaging solutions.