Deodorant duo come up smelling of roses as they scoop £100m in Unilever deal

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Deodorant Brand Founders Net £100m in Unilever Acquisition

In a lucrative business deal, a relative of the late Queen Mother has gained nearly £40 million following the sale of his deodorant brand, Wild.

Global conglomerate Unilever acquired the personal care company in an agreement reportedly valued at £230 million. This transaction places the worth of Charlie Bowes-Lyon’s 17 percent stake at an estimated £39.1 million.

Wild’s Origins and Founders’ Background

Charlie Bowes-Lyon, 35, a distant cousin of the Queen Mother, co-founded Wild in April 2020 with his close friend Freddy Ward, 36. The pair were schoolmates in Dunbar, Scotland.

Freddy Ward, previously employed by the meal delivery service Hello Fresh, secured approximately £62 million from the sale due to his 26.9 percent ownership in the company.

Wild’s Plant-Based Product Proposition

Wild distinguishes itself by asserting that its plant-derived deodorants offer a healthier alternative to conventional brands that utilize aluminium.

The deodorants, priced from £12, are packaged in reusable, plastic-free cases requiring refills. Wild products are available at major retailers including Boots, Tesco, Sainsbury’s, and Ocado. The company’s financial reports for 2023 indicate £47 million in sales and £509,000 in profits.

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