Fast-growing personal care brand Wild has taken a second stab at roll-on deodorant, unveiling four fragrances.
The refillable innovation comes in Fresh Cotton & Sea Salt, Honey & Cactus Flower, Coconut & Vanilla and Cherry Blossom. Available from today (29 July) via Wild’s webstore, there is also a choice of four aluminium case designs: Pink, Emma Bridgewater Bee, Aqua and Cath Kidston (from £9).
Made with natural ingredients, the plastic-free roll-on promises 24-hour protection and “an invisible, ultra smooth formula”. It also “leaves no white marks, and refills in seconds”.
Each liquid refill (from £4.80) comes packed in a bottle made from plant-based polymer, which can be home-composted. ”If you don’t compost at home, you can simply place in your regular household waste bin. It will still biodegrade,” Wild said.
The launch comes after a recent brand survey “discovered that over 50% of deodorant users use either roll-on or stick formats,” said Eli Miansarow, head of brand at Wild. “This insight encouraged us to expand our mission of eliminating single-use plastic waste from people’s personal care routines. By introducing a sustainable roll-on option, we’re meeting the needs of traditional roll-on users whilst giving Wild fans another eco-friendly choice.”
Wild’s original roll-on was extremely short-lived – being “a very early prototype made in small quantities as part of our 2019 Kickstarter campaign”, explained Wild co-founder Freddy Ward. It was “glass, non-refillable, and designed to help us test the appetite for natural deodorant in the UK and, crucially, to raise the funds to develop the refillable concept we’re known for today.”
Having officially launched in 2020 as a DTC offer, Wild has since secured major high street listings for its refillable stick deodorants and added other refillable ranges including bodywash and lip balm. In 2023, it was named health & beauty brand of the year at The Grocer Gold Awards.
Earlier this year, Wild was acquired by Unilever in deal believed to value the brand at £230m. It requires founders Ward and Charlie Bowes-Lyon to complete a two-year earn-out based on sales targets. They are largely expected to come from the US, where Wild’s sales have tripled over the past two years as the result of listings in retail giants such as Target.
The brand’s overall value sales grew 77.3% to £46.9m in the year to 31 December 2023, according to its most recent accounts at Companies House.
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