Direct-to-consumer startup Wild is set to make its debut with a range of natural personal care products.
The new brand is preparing for a summer launch as soon as this week, starting with eight deodorant SKUs across stick and roll-on formats available as a one-off purchase or via subscription.
Variants are Original Unfragranced, Lemon & Thyme, Mint & Eucalyptus and Rose & Geranium – all without the parabens, aluminium and sulphates commonly found in deodorants and anti-perspirants. They do not prevent perspiration but instead react to the bacteria in sweat to neutralise body odour.
The roll-ons come in a refillable glass pack, while the sticks are 100% recyclable virgin plastic – though they would move to post-consumer plastic “very soon, and hopefully remove plastic altogether by the end of the year” said Wild co-founder Freddy Ward.
Ward, a former marketing executive for Hello Fresh, set up and self-funded Wild with Charlie Bowes-Lyon. While natural brands such as Schmidt’s, Salt of the Earth and Malin + Goetz were available in bricks-and-mortar retailers, the pair “felt no one was owning the direct-to-consumer space” Ward said. “There’s a lot of room to innovate.”
Natural deodorant was “a huge growth category” he added. It was growing by “more than 20% year on year in the UK”.
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