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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