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Wild Nutrition Lands £5MM Investment from Piper

September 08, 2021 BeautyMatter
September 08, 2021
Wild Nutrition

Wild Nutrition, a UK-based natural health supplements brand, received a £5 million investment from the Piper private equity firm.

WHO: Founded in 2013 by husband-and-wife team Henrietta and Charlie Norton, Wild Nutrition makes supplements that are ethically and sustainably formulated by an in-house team using fully traceable ingredients. Food-Grown is Wild Nutrition's core formulation principle. More than 50 independent scientific studies have confirmed Food-Grown nutrients' marked superiority in terms of absorption and retention when compared with more mainstream synthetic alternatives. The company owns the trademark for Food-Grown supplementation in the UK, US, Australia, EU, and parts of Asia.

Piper is a leading UK private equity firm specializing in investing in fast-growing consumer brands. Established by entrepreneurs in 1985, it has an enviable record of building iconic brands. Its investments have included Bloom & Wild, Mindful Chef, Wattbike, Orlebar Brown, Monica Vinader, Proper, The Thinking Traveller, Loungers, Flat Iron, Boden, and Neom Organic.

WHY: The investment will fuel investment in its team, product range, international expansion, and driving online growth.

IN THEIR OWN WORDS: Henrietta and Charlie Norton said: "We're incredibly excited to have partnered with Piper for the next stage of the Wild Nutrition journey. They are very much aligned with our ongoing mission to transform the lives of our customers through better nutrition. Together with their fantastic team we will further drive the business in supporting consumer health by providing the very best products with expert nutritional advice."

Libby Gibson, founding partner at Piper, said: "At Piper, we know that consumers want to take more control over their health, increasingly online—a trend that Covid has accelerated. In a market filled with poor quality products, Wild Nutrition's Food-Grown supplements are a unique way of delivering efficacy while remaining completely natural, sustainable and ethical."


  • The brand is stocked in premium retailers such as Selfridges, Harrods, Whole Foods, and Planet Organic, while its online sales have grown by 124% over the last year, especially via monthly subscriptions.
  • The investment is the tenth from Piper's Piper VI £123 million fund, and the firm's fifth in the digital wellness space after it previously invested in Neom Organics, Wattbike, Mindful Chef, and group exercise fitness brand Frame.
  • The business is led by CEO Chris Dodson, who came from Google. The current Chairman is Steve Clark, who is a founding investor and on the board of global jewelry brand Monica Vinader and Chairman of Bremont Watch Co. Steven Schapera, co-founder of Becca Cosmetics and Chairman of ASX-listed Crowd Media, is also a significant shareholder and serves as an NED.

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