Decisions That Made Me: Charlie Bowes-Lyon (Wild)
Charlie Bowes-Lyon on co-founding Wild, the refillable deodorant brand bought by Unilever
The Bottom Line · BBC Radio 4
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Show Notes
In 2019, Charlie Bowes-Lyon co-founded Wild with childhood friend Freddy Ward, frustrated by the lack of sustainable options in personal care. Their first product — a refillable deodorant in compostable packaging — struck a chord with consumers looking to cut down on plastic. From a standing start, Wild became one of the UK’s fastest-growing consumer brands, selling millions of units, building a loyal online following and moving rapidly into high-street stores. The company has already replaced hundreds of tonnes of single-use plastic. In 2025, Wild was acquired by Unilever in a deal worth hundreds of millions. Charlie speaks to Evan Davis about building a disruptive eco-brand, and what it takes to scale a start-up into a global business.
Producer: Osman Iqbal Series Producer: Simon Tulett Editor: Matt Willis Sound: Gareth Jones Production co-ordinator: Katie Morrison and Rosie Strawbridge