Unilever is set to acquire the British personal care company Wild for £230 million ($286 million), Sky News reported Monday.

Wild was founded in 2019 by Charlie Bowes-Lyon and Freddie Ward. It offers refillable deodorants, lip balms, body washes and hand soaps through its direct-to-consumer website.

The company enjoyed a sharp uptick in its business in the aftermath of the Covid-19 pandemic, following a raft of reformulations and fresh popularity for DTC shopping. Its investors include consumer specialists Jamjar Investment and Slingshot Ventures, while popular social media influencers such as Grace Beverly, the founder of athleisure brand Tala, have also invested.

The business generated sales of almost £47 million ($58 million) in 2023, a 77 percent increase on the prior year, according to company filings.

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