Brand profile · Germany
wearwild Revenue, search volume and competitors 2026
AcquiredBritish brand for refillable, plastic-free deodorants and body care, founded in 2019, listed in German drugstores, acquired by Unilever in 2025.
Fact sheet
- Founded
- 2019
- Founders
- Freddy Ward, Charlie Bowes-Lyon
- Headquarters
- London
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- Venture capital backed
- Investors
- JamJar Investments, Business Angels
- Funding rounds
- 2020: Angel, 500.000 £; 2020: Runde (laut Cosmetics Business), 2 million £; o. J.: Runde unter Führung von JamJar, 5 million £
Background and milestones
Childhood friends Freddy Ward and Charlie Bowes-Lyon started Wild in 2019 with the aim of removing single-use plastic from the bathroom. The market launch as a D2C brand followed in 2020.
- 2020
Market launch as a D2C brand, £500,000 of angel funding and a further £2m.
- 2021
Revenue of £12.5m according to media reports.
- 2024
Listed at dm, Rossmann, Douglas, Edeka and Budnikowsky in Germany (OMR).
- 2025
Acquisition by Unilever on 1 April, founders continue to run Wild.
SWOT analysis of wearwild
Editorial assessment based on the sources listed and the radar data.
Strengths
- Broad distribution in Germany at dm, Rossmann, Douglas, Müller and Edeka alongside the online shop.
- Revenue growth from £12.5m (2021) to about £46m (2023) according to media reports.
Weaknesses
- The refill model requires convincing customers to buy the case, with deodorant priced from €15.19.
- With 40 monthly searches for the spelling wearwild, brand search is hard to separate from the generic word Wild.
Opportunities
- Being part of Unilever since April 2025 opens access to retail networks and purchasing power.
- Expansion into body wash, lip balm and kids' products increases basket size.
Threats
- The deodorant market is dominated by large brands and private labels, and competitors also offer refillable deodorants.
- After the acquisition the independent brand positioning may change.
What is behind the demand?
Discover the revenue estimate, organic traffic and ranking keywords of this brand. A free Visibly account shows 5 brands, Starter and above shows all.
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Sources
Frequently asked questions about wearwild
How much revenue does wearwild make?
wearwild generated ca. 46 million £ (45,8 bis 46,9 million £ je nach Quelle) in revenue in 2023 (partly documented). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded wearwild?
wearwild was founded in 2019 by Freddy Ward and Charlie Bowes-Lyon. The company is based in London.
Was wearwild on Die Höhle der Löwen?
No, wearwild did not appear on the German TV show Die Höhle der Löwen.
Is wearwild backed by venture capital?
Yes, wearwild is backed by venture capital. Investors include JamJar Investments and Business Angels. Known funding rounds: 2020: Angel, 500.000 £; 2020: Runde (laut Cosmetics Business), 2 million £; o. J.: Runde unter Führung von JamJar, 5 million £.
How much does wearwild spend on marketing?
wearwild does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less wearwild has to pay for each visit.
How much revenue does wearwild make through Google?
The model estimate combines brand searches and organic traffic of wearwild with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know wearwild) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of wearwild be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of wearwild after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for wearwild.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.