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

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

Decisions That Made Me: Charlie Bowes-Lyon (Wild)

The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge. They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product.And our guests will share their stories of success and failure along the way.  Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4. You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers.The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers. You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk.The Bottom Line is produced in partnership with The Open University and is an EcoAudio certified production.

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The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge. They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product. And our guests will share their stories of success and failure along the way. Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4. You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers. The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers. You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk. The Bottom Line is produced in partnership with The Open University and is an EcoAudio certified production.

The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge.&nbsp;They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product.And our guests will share their stories of success and failure along the way. &nbsp;Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4.&nbsp;You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers.The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers.&nbsp;You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk.The Bottom Line is produced in partnership with The Open University and is an EcoAudio certified production.

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Decisions That Made Me: Charlie Bowes-Lyon (Wild)

Decisions That Made Me: Charlie Bowes-Lyon (Wild)

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