UK-based Wild lands €5.9 million to clean up the personal-care market and fuel the refill revolution

Wild Cosmetics, a UK-based startup paving the way for the refill revolution has just picked up a further €5.9 million for its sustainable deodorant alternative. The company has the vision to remove single-use-plastics and unnecessary chemicals from everyday personal-care routines. 

The funding was led by JamJar Investments and comes after an exciting 2021 for the young startup which recorded 400% year-on-year growth, selling 2.5 million units of its gender-neutral line of elegantly designed natural compostable deodorants. Wild also made significant new partnerships back in November, and raised €2.2 million in 2020 – the refill revolution seems to be here to stay!

Founded in 2019 by childhood friends, Freddy Ward and Charlie Bowes-Lyon, Wild offers a design-led offering to the eco-friendly personal-care market – perfect for the Instagram and TikTok generation. 

Freddy Ward CEO and founder of Wild Cosmetics, said: ”Charlie and I are part of a generation that have grown up scrutinising waste, unnecessary packaging and potentially harmful ingredients. Consumers are starting to really address the uncomfortable reality of single-use plastic waste across their households.”  

The reusable aluminium case comes in six metallic shades – aqua, electric blue, coral, pink, black, purple – colours that recall the latest must-have tech accessory. Made in Bournemouth, the biodegradable deodorant comes in a bamboo pulp refill that’s inserted into the case via a simple twist mechanism. 

The cream-based, vegan formula is made with natural botanical oils, butters and waxes and is free from gluten, aluminium, BHT and triclosan and features ten sophisticated scent choices driven by its own consumer feedback. It’s a mass premium product that’s extremely user-friendly. 

Plastic packaging is finally becoming front and centre of consumer conscience and across Europe and beyond, we are opening our eyes to the extent of the global plastic problem. Wild is offering a subscription option, giving it a massive opportunity to keep growing. 

According to Statista, the global market value for natural cosmetics and personal care expected a positive increase from almost $34.5 billion in 2018 to roughly $54.5 expected for the year 2027, revealing the growing importance of the natural and organic market.

With as much as 80% of the population using deodorant on a daily basis from the age of 16 upwards, a well-loved, trusted deodorant brand like Wild has the potential to capture a consumer for life.

Thanks to a massive online following, Wild has now got over 500 stockists across the UK,  including Waitrose, Boots, Selfridges and Sainsbury’s. The plastic-free vegan refill which has nurtured a cult Instagram following is set to triple this footprint in 2022. 

Putting eco-choices to the forefront of business goes beyond the flagship product. The startup has also ​​planted over 150K trees and donated over £45,000 to charities through its partnership with On A Mission.

Wild’s founders will use the fresh investment to bolster its sustainability credentials – preparing to become a certified B Corporation. Eyeing up other sustainably-conscious territories the London headquartered company will also use the funding to satiate this international ambition. The expansion will also involve stretching the product range into other personal care segments. 

Richard Reed at Jam Jar Investments commented: “Where ‘zero waste’ was once only the preserve of the most committed eco-warrior, it now represents an accessible choice that all shoppers can embrace on their own level…As the refill revolution becomes increasingly mainstream, we believe Wild’s established understanding of the sector, products and our customers, paired with their nimbleness, puts them in a strong position to continue to build on their success.”

Existing investors Creator Collective Capital, Dutch Slingshot Ventures also participated in this funding, alongside prominent digital creators and influencers including Niomi Smart (1.4m following), Grace Beverley (1m following) and Caspar Lee (2.4m following).