Personal care challenger Wild has unveiled the latest addition to its portfolio of refillable products: a handwash in four fragrances.
Refillable Natural Hand wash comes in an aluminium bottle (£12), which can be topped up by a refill (£5.80) in a compostable pack made from plant-based plastic.
Both can be purchased from Wild’s website, where a case and refill bundle is priced at £15.40. Eleven bottle designs are currently available, including Celestial, Red Love Heart, Rose, Aqua and Black.
The NPD comes in four fragrances. Fresh Cotton & Sea Salt promises to be “energising and clean” through “notes of clean cotton, sea air and driftwood”, while Honey & Almond is “soothing and sweet” thanks to “notes of honey, almond and vanilla”.
The “zesty and fresh” Citrus Burst was “packed with bold citrus notes of pomelo, clementine and lime for an uplifting clean”, said Wild, while Spa Daydreams was “zen and calming” by virtue of being “infused with fresh geranium and eucalyptus”.
Founded in 2018 by Freddy Ward and Charlie Bowes-Lyon as a DTC brand, Wild aims to eradicate single-use plastic from bathrooms through natural, refillable alternatives. Having started with deodorants, it has since expanded into the likes of body wash, haircare and bar soap.
It is listed by mults including Tesco, Sainsbury’s, Holland & Barrett, Boots and Superdrug.
Last February, Wild launched branded bays and shelf trays in Tesco stores across the UK.
The London brand saw retail sales of its deodorants more than double in value and volumes last year [NIQ 52 w/e 7 September 2024]. They are now worth £14.9m.
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