Wild Deodorant

Wild deodorant and paperboard refills / Source: Wild

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5 MINUTE READ

Nate Tyler

WHAT WE SAY:

Two-and-a-half million units. That’s a lot of deodorant to sell in a little less than two years of doing business, but that’s exactly what Wild has done.

The deodorant brand offers a reusable aluminium case meant for a lifetime of deodorant, and refills packaged in compostable bamboo pulp. The case contains polypropylene, so Wild isn’t a plastic-free brand, but its system change solution to single-use plastic deodorants has undoubtedly had a major impact. It’s all about step changes and, hopefully, the next one is eliminating plastic altogether.

KEY FACTS:

Wild is a natural, vegan deodorant brand aiming to tackle single-use plastic with its reusable case and plastic-free refills.
Its twist-mechanism case is made from Aluminium with polypropylene details, while its refills are packaged in Bamboo pulp containers.
The brand offers a range of scents including Coconut and Vanilla, and Sandalwood and Patchouli, while its cases come in a selection of core pastel shades as well as limited edition designs.
The cases are designed to be used for life, and customers can personalise theirs with up to eight characters, further underscoring the keepsake element.
The cases are decorated using hydro-dipping, which adds a printed film to the case, allowing for more complex designs.
While the brand claims the bamboo pulp refill containers are home compostable, the cases must be recycled via TerraCycle due to the plastic components. However, Terracycle is not all that it seems, with recent reports highlighting low rates of recycling and difficult-to-access drop-off stations.
Plastic-free, cardboard-based miniatures also feature in Wild’s deodorant range.

Wild deodorant set / Source: Wild

Designing Wild deodorant / Source: Wild

DIVE DEEPER:

The personal care industry is known for being reliant on plastic. In 2018, nearly 7.9 billion units of rigid plastic were created for beauty and personal care products in the US alone.
By 2024, it's expected that over 300 million Americans will use deodorant or antiperspirant, adding further pressure to a plastic-filled market, while in the UK, 20 million women and 17 million men use deodorant.
Wild’s mission is to "create high performing products that use the very best ingredients nature has to offer, whilst reducing the impact [it has] on the environment and [its] surroundings."
The UK-based brand was founded in 2019, piloted that year, and officially launched in April 2020.
The first refillable deodorant in the UK, although not the first to market globally, Wild accumulated 6,000 customers during five months of its pilot, bringing together natural ingredients and a zero-waste ethos.
The brand doesn't claim to be plastic-free, rather single-use plastic-free. Although the body of its refillable case is primarily made from aluminium, which is infinitely recyclable and highly recycled, it features recycled plastic detailing, meaning it must be recycled at a TerraCycle facility.
Its refills are plastic-free, however, and consumers have the option of either composting or recycling them with Paper. The brand states the packaging features a 'waxy inner layer', however, it doesn’t confirm what it is composed of.
The brand claims that its refill model has diverted 80 tonnes of throwaway deodorants from landfill to date.
Wild customers have a number of different purchasing options, with subscriptions offering a saving of 20%. A standard case is GBP 10 (USD 11), while a single 40 gram refill is GBP 6 (USD 6.60) but must be purchased in multiples of three.
Having launched with its refillable deodorant in a limited range of scents and case colours, Wild has expanded its product range to include limited edition cases, mini deodorants packaged in cardboard tubes, soaps, and wash bags and totes. It has also grown its refill range to include sensitive, baking soda-free formulations.
Wild’s formulations are certified by the Vegan Society and free from aluminium salts. It prioritises natural ingredients such as tapioca starch, sunflower seed wax, cocoa seed butter and coconut oil.
The brand has a partnership with On A Mission to plant one tree for every purchase. The brand claims it planted 111,678 trees in 2021.
Wild grew by 400% from 2019 to 2020, and has sold 2.5 million units in a little less than two years of doing business. The brand sold products in 362 physical UK stores in 2021.
In 2022, the brand closed a GBP 5 million (USD 5.5 million) funding round led by Innocent Drinks, which built on a GBP 2 million (USD 2.2 million) investment in 2020.
In May 2021, the brand moved 50% of its deodorant production to a manufacturer in the Netherlands, which runs on 100% solar power generated by in-house panels. The facility uses no water during production.

"The key is not to get too carried away about what might happen... and focus on running a sustainable business both financially and environmentally."

Freddy Ward – Co-Founder, Wild – as quoted in Forbes

Key Design Considerations:

Simplify and reduce

Wild’s design features plastic detailing and a plastic twist mechanism which it justifies due to the fact that its product is made to be used forever. However, brands such as Sans prioritised simplicity and in doing so have managed to eliminate plastic altogether.

Converting your consumer

Wild’s target audience is “consumers who are kind of aware they should be making better decisions on the products they buy, but they’re not really willing to compromise.” Truly impactful system change will draw new adopters in with great quality and design. Avoid preaching to the converted.

Set expectations

Wild is open about the ‘transition period’ necessary when moving from a conventional deodorant to a natural one. Communicating openly about any adjustments the consumer might experience is vital in getting past the first behavioural hurdle.

Don’t stand still

Wild’s original case was an all-plastic design, and the brand overhauled it after the pilot period. Take advantage of new solutions as they emerge.

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Wild Deodorant

WHAT WE SAY:

Two-and-a-half million units. That’s a lot of deodorant to sell in a little less than two years of doing business, but that’s exactly what Wild has done.

KEY FACTS:

DIVE DEEPER:

The personal care industry is known for being reliant on plastic. In 2018, nearly 7.9 billion units of rigid plastic were created for beauty and personal care products in the US alone.

By 2024, it's expected that over 300 million Americans will use deodorant or antiperspirant, adding further pressure to a plastic-filled market, while in the UK, 20 million women and 17 million men use deodorant.

Wild’s mission is to "create high performing products that use the very best ingredients nature has to offer, whilst reducing the impact [it has] on the environment and [its] surroundings."

The UK-based brand was founded in 2019, piloted that year, and officially launched in April 2020.

The first refillable deodorant in the UK, although not the first to market globally, Wild accumulated 6,000 customers during five months of its pilot, bringing together natural ingredients and a zero-waste ethos.

The brand doesn't claim to be plastic-free, rather single-use plastic-free. Although the body of its refillable case is primarily made from aluminium, which is infinitely recyclable and highly recycled, it features recycled plastic detailing, meaning it must be recycled at a TerraCycle facility.

Its refills are plastic-free, however, and consumers have the option of either composting or recycling them with Paper. The brand states the packaging features a 'waxy inner layer', however, it doesn’t confirm what it is composed of.

The brand claims that its refill model has diverted 80 tonnes of throwaway deodorants from landfill to date.

Wild customers have a number of different purchasing options, with subscriptions offering a saving of 20%. A standard case is GBP 10 (USD 11), while a single 40 gram refill is GBP 6 (USD 6.60) but must be purchased in multiples of three.

Wild’s formulations are certified by the Vegan Society and free from aluminium salts. It prioritises natural ingredients such as tapioca starch, sunflower seed wax, cocoa seed butter and coconut oil.

The brand has a partnership with On A Mission to plant one tree for every purchase. The brand claims it planted 111,678 trees in 2021.

Wild grew by 400% from 2019 to 2020, and has sold 2.5 million units in a little less than two years of doing business. The brand sold products in 362 physical UK stores in 2021.

In 2022, the brand closed a GBP 5 million (USD 5.5 million) funding round led by Innocent Drinks, which built on a GBP 2 million (USD 2.2 million) investment in 2020.