Wild

Wild is a UK personal care brand built around refillable cases and plastic-free refills. Its core product is a refillable stick deodorant made with over 98% natural origin ingredients and no aluminium; the range has expanded to roll-on antiperspirant, mini deodorant, body wash, hand wash, soaps, bubble bath, hair and body wash, lip balm and a kids' range. Formulas are described as 94%+ natural origin, 100% vegan and cruelty-free (Leaping Bunny and Vegan Society approved), free from parabens, sulphates and SLS/SLES, with separate sensitive-skin formulations that omit baking soda. Deodorant refills weigh 40g and are stated to last around four to six weeks with daily use, saving 30g of plastic per refill.

Customers choose a reusable case (offered in a large number of colourways and licensed designs including Disney and Paddington) and then select from 18 deodorant refill scents and 20+ fragrances across the range, either as a one-off purchase or on a subscription delivered every 4 to 14 weeks. UK standard delivery is charged at £1.99, subscriptions require a minimum of three refills, and a 30-day money-back guarantee is offered. Listed prices start from £13.19 for stick deodorant and roll-on antiperspirant case-and-refill packs (£5.20 per refill, £9.99 per case), £15.99 for body wash and the kids' range, and £7.20 for lip balm. The company also runs an outlet for end-of-season stock, referral rewards, student and healthcare discounts, an ambassador affiliate programme, and states that every product plants trees.

Wild was founded in 2019 by Charlie Bowes-Lyon and Freddy Ward with a mission to remove plastic from UK bathrooms, positioning itself as the first refillable deodorant brand to launch 100% biodegradable refills. In early 2025 the company was acquired by Unilever, with the founders reported to be continuing to run the business from its Brixton headquarters.

Founding story

Wild was founded in 2019 by Charlie Bowes-Lyon and Freddy Ward, motivated by the roughly 100 billion pieces of plastic packaging UK households discard each year, with the stated aim of eradicating plastic from the nation's bathrooms through natural, refillable deodorant. Refillable stick deodorant was the company's first product.

Business model

Consumer packaged goods sold through a razor-and-blade style model: customers buy a durable, reusable case and then repeatedly purchase plastic-free refills, either as one-off orders or on a recurring subscription with a 20% discount. Sales are made direct-to-consumer via the company's website and through retail stockists.

Revenue comes from product sales: refillable cases (from £9.99), refills (from £5.20 each) and starter packs/bundles, sold either as one-time purchases or via subscriptions billed on a 4- to 14-week refill cadence at a 20% discount, plus outlet/clearance sales and add-ons such as case engraving.

Traction

Reported 400% year-on-year growth in 2021 with more than 2.5 million deodorants sold, over 300,000 social media followers and more than 11,000 five-star Trustpilot reviews as of the January 2023 Startups 100 write-up (up from over 200,000 followers and 5,500 Trustpilot reviews a year earlier). The company's own site cites over 72,000 five-star reviews and distribution across more than 4,000 UK stores.

Latest developments

Wild was acquired by Unilever in early 2025 for an undisclosed sum, reported to be around £230m, with co-founders Charlie Bowes-Lyon and Freddy Ward staying on to lead the business from its Brixton headquarters. The current product range includes a new roll-on antiperspirant formula, a kids' range, and licensed and designer case collaborations.